The social media landscape has changed: Your strategy needs to change with it

Is your social media strategy still stuck in 2019? The social landscape of just a few years ago is a distant memory. Today, brands face a radically different environment defined by more platforms, more creators, and algorithmic chaos. This new reality leads to higher costs and far less predictable results, creating significant challenges for brands looking to grow.

If you feel like you’re investing more in social media for diminishing returns, you’re not wrong. The data shows that in 2024, the average organic post reached a mere 1.37% of a page’s followers. This trend, Algorithm Zero, means you can no longer count on your audience to be your audience.

Many brands believe the answer is to simply post more. However, this strategy often backfires. In what we call The Engagement Trap, posting more frequently to a shrinking pool of engaged followers can actually cause algorithms to show your content to an even smaller universe of people, artificially limiting your reach even further.

The painful truth is this: Organic-only social strategies are likely not sustainable for long-term growth. It’s time to evolve.

A new philosophy: Mythic’s Unified Social approach

To turn social media into a true driver of business growth, you must shift your mindset from creating social content to building social-first campaigns. This requires a Unified Social approach — a strategy that is more fluid, effective, and efficient.

Our philosophy is simple but powerful: Be obsessed with business impact and flexible in how you drive it.

This approach is built on two core tenets:

• Fixed Priorities: We maintain a clear and unwavering focus on your strategic growth drivers. We anchor every action to what matters most: measurable impact on the business and achieving scale of reach and attention.
• Fluid Delivery: In a constantly changing landscape, rigidity is a liability. We remain adaptable to find the most efficient path to results. This fluidity extends across every aspect of execution.

The four pillars of fluid delivery

A Unified Social strategy is adaptable by design, allowing us to follow the audience and invest resources where they will be most effective.

Fluid distribution strategy

We look beyond a single channel to reach the widest possible audience for the total investment. This means integrating paid, organic, and partnerships, with a special emphasis on creators and influencers. They are a critical part of modern distribution, bringing their own audiences and driving social diffusion that amplifies campaign participation far beyond a brand’s owned channels.

Fluid platform strategy

Your audience dictates the platform, not the other way around. We maintain an adaptable focus, meeting your customers where they are most active.

Fluid content strategy

A successful content mix is diverse. We leverage everything from brand-created assets and licensed content to user-generated content (UGC). Creators again play a key role here, acting as a flexible and authentic content production engine that speaks the language of the platform.

Fluid engagement strategy

We move beyond simple posts, focusing on in-feed content, active conversations across platforms, and social-first campaigns designed to elicit participation and spread.

How do we measure what matters? Business impact over social metrics.

While platforms provide important indicators of impact — like reach, impressions, and engagement — real impact must connect directly to the business. The key difference in our approach is that we plan, measure, and optimize for business impact, whether it’s short-term wins or long-term indicators of brand health.

This ensures that our social efforts remain fundamentally connected to the business, not driven by the fleeting whims of audience interest or the algorithms. The specific Key Performance Indicators (KPIs) will vary based on your unique business goals, but the principle remains the same. We focus on outcomes such as:

• Site traffic and search lift
• Sales qualified leads
• Store traffic and foot traffic lift
• Attributable sales and sales lift

Executing this fluid, business-first strategy requires a unique combination of talent and structure. At Mythic, our exceptional and tightly integrated media and creative offerings make the Unified Social approach more effective. Our teams work in lockstep, ensuring the message, the content, and the distribution are all optimized for a single purpose: driving the business results you care about.

It’s time to demand more from your social media investment. By adopting a Unified Social approach, you can move beyond unpredictable organic reach and build a sustainable, efficient engine for business growth. Reach out to newbiz@mythic.us to get started.