How brands can escape the algo-driven cycle of 'same same' content

Ever feel like social media is a bit Attack of the Clones right now?

Scroll through your feed.

Everyone is rocking the clean girl aesthetic, the same minimalist jewellery, the same ‘dewy skin.’

Everyone’s posting from the same travel destinations, taking the same damn photos, listening to the same 5 songs.

I thought it was maybe just because I live in Auckland, and lord knows it’s a small place. But it’s an issue that spreads farther than the perimeter of my little island.

So, what exactly is going on here?

Well, we’re stuck in a hellish feedback loop. An echo chamber.

One put there by the algorithm overlords who take the things we like and dish them right back to us over and over until everything looks exactly the same.

So, how did we get here?

Well, once upon a time, the internet, and by default, social media, was about discovering cool sh*t. Now, it’s about keeping you glued to your phone for as long as possible. You know, maintaining your attention.

And what keeps your attention?

The same kinds of posts you’ve already interacted with. That’s why we’re seeing the same TikTok fashion trends, the same viral songs, and the same Instagrammable locations.

It’s algorithm-driven sameness on steroids.

Here are just a few examples of what I’m talking about…

Fashion: TikTok's uniform

Case in point: the clean girl aesthetic. Hair slicked back, neutral tones, minimal makeup. It’s become the social media uniform for anyone trying to be chic without looking like they’re trying too hard.

Don’t get me wrong, its gorgini.

But it’s not just the clean girl aesthetic. It’s whatever microtrend is dominating at the time. One month we’re Mob Wives, the next Tomato Girls.

Everyone starts blending together. And suddenly, every creator is stuck dressing for the algorithm.

Music: the viral hit factory.

Over in the music world, it’s the same story, and it’s been a sore point for many artists. Platforms like Spotify push what’s already viral, so we end up with the same type of songs dominating our playlists. This gives major exposure to a narrow set of artists, often leaving no room for other artists to break through.

Because of the way apps like TikTok push short-form content, artists are incentivised to develop songs, and their hooks, based around this structure.

So, what we get are formulaic tracks that are basically made to go viral.

The days of stumbling upon an underground artist with a totally fresh sound? Pretty much gone unless you’re willing to dig deep.

Beauty: copy-paste.

Soft glam is stunning, as is the no-makeup makeup look, no doubt. But it’s also everywhere. It’s like the algorithm has decided this is the only way to do makeup. A neutral palette, glowy skin, a soft contour, lots of blush, gelled eyebrows, faux freckles.

When the beauty gurus dominated social media, there was a crazy range of individuality and expression.

Now, it almost feels like we’re chasing the same trends without even realising it.

The question is, can brands break the loop?

Where do we go from here? How do we break out of this algorithm-controlled cycle of sameness? I don’t think the solution is easy, but I do think brands have a real opportunity here to shake things up—and stand out.

Curate for discovery, not repetition.

Brands can introduce their audience to fresh, undiscovered content by creating curated 'discovery' sections or collections.

These might feature niche creators or offer playlists, lookbooks, or collections that surprise users with something they didn’t expect.

For example, The streaming service TIDAL has cultivated a reputation for curating diverse music recommendations, including lesser-known artists and underground genres, rather than just pushing what’s trending.

Put individuality over virality.

Brands can champion individualism by highlighting consumers or influencers who don’t fit the mould.

How? Well, a fashion brand could collaborate with creators who have unique, unconventional styles. This is just one way to celebrate looks that don’t fall into the mainstream categories pushed by the good ol’ algo.

For example, recreation brand Outdoor Voices stands out by making it clear their clothing 'pairs well with Doing Things.' This creates a focus on personal empowerment and breaking away from the over-polished, influencer-curated gym wear aesthetic. They use real people in their marketing campaigns, not just Instagram models.

Highlight stories, not just products.

Rather than just chasing trends, focus on storytelling. Highlight the backstory of a product, its craftsmanship, or the inspiration behind it. This appeals to consumers who want more substance than just the latest trending item.

Example: Glossier focuses on real customer stories and personal journeys with beauty, not just selling the latest viral product. Their 'Glossier You' campaign was all about how their products adapt to your individuality.

Slow down the trend cycle.

Fast fashion has conditioned consumers to constantly crave newness. But brands can slow things down by focusing on timelessness over trendiness.

This might mean investing in high-quality products that don’t conform to what’s currently viral but will last for years.

Example: Patagonia has built a loyal following by focusing on sustainability and long-lasting quality. This means consumers can buy less and use products for longer, which counters the pressure to follow fast-paced trends.

Support niche communities.

By nurturing smaller, passionate groups, brands can build loyalty and provide alternatives to the mass trends that dominate our feeds.

Example: Red Bull's approach to content supports niche sports and cultures, like skateboarding and extreme sports. This creates a community around passion rather than just chasing mass appeal.

The bottom line:

We’ve let algorithms dictate our taste for too long.

In a world where algorithms constantly push us toward the same content, it’s easy for personal taste to become dictated by trends.

But brands have the power to change that. There’s space to make an actual difference.

How? By embracing individuality, fostering discovery, and encouraging meaningful engagement over mindless consumption.

By focusing on craftsmanship, storytelling, and slowing down the pace of the trend cycle, brands can connect with consumers in a way that feels more authentic, and enduring.

Just, please, let's do something different.

-Sophie, Writer