FOCUS: BRAND VISIBILITY GAPS | AUDIENCE: EXPERTS WITH IGNORED BRANDS
BY: SHOBHA PONNAPPA | BRAND BREAKTHROUGH STRATEGIST | 45 YEARS | 125+ CLIENTS
I answer 6 tough questions about why your best content disappears from feeds … and what to do when algorithms sideline visibility.
Many experts today feel ghosted by the platforms they used to thrive on. Content they crafted with care gets a fraction of the visibility it once did. Engagement drops not because value declined … but because visibility did. I’ve worked with dozens of expert founders whose strongest pieces vanish without explanation. In this post, I address six critical questions that uncover why this happens … and how to respond strategically.
Algorithms evolve to match platform goals. What worked a year ago may now be deprioritised. Long-form educational posts? Maybe now it’s reels. Insight threads? Maybe now it’s native video. The algorithm isn’t personal … it’s profit-driven. If your format doesn’t match the platform’s priorities, it gets sidelined, no matter the quality.
This matters because even the most helpful content can underperform if it doesn’t match the current mode of delivery the platform is rewarding. Without adaptation, even credible experts become invisible in the noise.
It’s a painful irony … your most substantial thinking, long-form insight, or niche specificity gets buried, while a throwaway post gets picked up. That’s because algorithmic distribution doesn’t reward depth … it rewards stickiness. If your opening line doesn’t hook fast, or if it lacks “share signal” qualities, it gets deprioritised.
Your best work might also be structured for readers, not for the machine. Without optimisation … thumbnail, scroll stop, caption dynamics … it may not be even seen enough to get fair engagement. You’re not being penalised … you’re being filtered out early.
It’s both. Content and visibility are now inseparable. What you say and how it performs as a media object go hand in hand. Your content may be brilliant … but if it lacks platform-savvy design, it won’t survive the scroll. A great message without adaptive formatting is now a silent whisper.
Visibility problems show up in subtle ways … drop in impressions, weaker comment quality, lower inbound queries. If the audience stops responding, it may not be your authority … it’s your access point that’s broken. Algorithms now are the gatekeepers.
No. Never dilute your voice. But evolve your delivery. There’s a difference between shifting your tone and reshaping your packaging. The most magnetic experts find native ways to preserve depth in formats built for speed.
This might mean repurposing long-form blogs into quote carousels, turning FAQs into reels, or publishing frameworks as native slides. It’s not dumbing down … it’s giving your message a shape the platform can carry. The algorithm isn’t the enemy … it’s the river. Your content has to learn to flow.
It starts with three principles: (1) Fast hook, (2) Clean structure, (3) Native finish. Whether it’s a blog, video, or post, the first few seconds or lines should arrest attention. Then the structure must guide scanning. Finally, the format should match what the platform currently rewards.
Content that works now often has layered delivery ,,, a headline that pulls, a visual that stops, a caption that deepens. And every element must earn its keep. Thought leadership doesn’t need to be loud … but it must be platform-aware to stay seen.
Pause and audit. Study your top-performing pieces from the past. Look at what got shared, saved, commented on. Then compare structure, format, and timing with your recent posts. Often, small shifts create visibility leaps.
You can also test formats in cycles … same message, different delivery. If a long post falters, try a short slide version. If the insight gets ignored, turn it into a question. The goal isn’t to trick the algorithm—it’s to meet it halfway with strategic intent.
If these questions reflect your reality, don’t give up on content … rebuild your access strategy. You’re not being ignored for your value. You’re being misplaced by a system that sorts for format over substance. It’s time to shape your substance so it travels further.
If you’re brand owner or manager seeking stronger brand performance, this FAQ Insight Post I wrote could interest you: “FAQs: When the Category Moves On Leaving Your Brand Behind.“
If you’re an investor seeking momentum for your portfolio brands, this FAQ Insight Post I worked on may resonate: “FAQs: When Founders Chase Metrics That Don’t Drive Momentum.“
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