For the past year or so, media buyers have been drawn to a model of quantity over quality when managing ads on platforms like Meta. The dominant strategy? Flood the system with an endless stream of video and static assets, dump them into ever-expanding cost cap campaigns, and hope the algorithm sorts it out. Hundreds of ads compete for attention at any given time, clinging to the misguided belief that more content equals more conversions.
At first glance, this might look like a winning formula. Automated campaigns seem to scale effortlessly, and revenue often increases in lockstep with spend, locking in a fixed cost per purchase (CPP) that keeps things moving. But does this strategy truly benefit your business in the long run, or is it setting you up for failure? The truth is, this "set it and forget it" mentality may offer short-term gains, but it hides a critical flaw: relying on sheer volume causes marketers to abandon any real understanding of why content performs. Instead of making strategic, data-driven decisions, they're rolling the dice and gambling on the algorithm to deliver results — a risky, short-sighted approach that leaves brands vulnerable to inevitable platform changes.
There’s no message testing, no offer refinement, and no granular analysis of what resonates with the audience or why. Instead of a deliberate, insight-driven approach, the process becomes a game of chance, leaving marketers at the mercy of an algorithm that can change at any moment. And as we learned dearly during the iOS 14.4 transition — when tracking limitations rocked digital advertising — or when Meta adjusted its algorithm (again and again), the cracks in this model became glaringly obvious. Relying solely on algorithmic favor can be dangerous, especially in a world where platform dynamics shift frequently and without warning.
The problem isn’t just technical; it’s strategic. By constantly feeding more content into an ever-hungry machine, marketers risk becoming passengers, relinquishing control of their results to unpredictable algorithm updates. If the algorithm shifts, entire strategies can crumble, leading to wasted spend and underperforming campaigns. And while scaling through automation may offer short-term gains, the long-term cost of not understanding why something works or fails can be immense.
A Shift in Mindset: From Reactive to Proactive
This is where Sundae’s creator content solution offers a compelling alternative. Instead of chasing algorithmic favor, our approach puts the brand back in the driver’s seat. Rather than relying on sheer volume and hoping for the best, we take a proactive stance: plan the process, own the results, and focus on content that performs because it’s informed, deliberate, and creatively compelling.
At Sundae, we don’t just deliver assets; we craft content that is tailored to both the platform’s algorithmic needs and the brand’s strategic goals. By understanding what resonates with your audience — through message testing, offer refinement, and careful analysis of performance — we can ensure that every piece of content serves a purpose, rather than just being another entry in the algorithm’s lottery.
Take, for example, the concept of message testing. While many media buyers simply throw out new creatives without iteration, we believe in testing different narratives, hooks, and calls to action to see which ones truly connect with audiences. This kind of disciplined testing allows for continual improvement, ensuring that brands aren’t just guessing at what will work but are actively learning and refining their approach.
Similarly, offer testing allows us to align content with specific stages of the buyer’s journey. Instead of assuming one blanket offer will convert all audiences, we use data and insights to deliver the right message to the right audience at the right time, whether they’re at the awareness, consideration, or decision-making stage. This results in not just more clicks, but more meaningful interactions that lead to conversions.
From Data to Insight: Owning Your Results
The key advantage of this approach is insight. It’s not enough to know that a piece of content performed well — we want to understand why it performed well. With Sundae’s creator content solution, brands can dissect their performance metrics, digging into what works across different audiences, placements, and formats. By owning the process, we empower marketers to make informed decisions that drive results — not just for the campaign at hand, but for future campaigns as well.
When major shifts like iOS 14.4 or Meta algorithm updates hit, those who merely follow the algorithm’s lead are left scrambling. But those who own their content strategy and maintain control of their testing, refinement, and insights remain agile. They are not blindsided by change because they’ve built a process that adapts, iterates, and evolves with the market.
Better to Be the Driver than the Passenger
The lesson from the iOS 14.4 transition, Meta’s algorithm changes, and countless other platform shifts is clear: it’s better to be the driver than the passenger. By owning your creative process and results, you gain control over your outcomes — rather than handing the reins to the algorithm. And in a world where digital platforms evolve daily, control is everything.
Sundae’s creator content solution is designed with this in mind. We believe in equipping brands with the tools, insights, and strategies they need to not only survive in an unpredictable algorithmic landscape but to thrive. The brands that win aren’t the ones that chase the latest trend or flood the algorithm with assets; they are the ones that master their message, test and refine their approach, and adapt in real time.
In this new age, creativity and strategy aren’t just antidotes to algorithmic challenges — they are the keys to owning your domain.