In your view, how do algorithm changes affect a brand's ability to achieve consistent engagement and impact on social media? and What should brands prioritize or focus on to stay relevant and avoid getting lost as a result of these shifts?

To be sure, social media managers should stay abreast of changes to algorithms and consider using approaches that algorithms favor. But they should also remember that fundamentally, social media platforms want to drive engagement. To drive engagement, you have to know your audience and constantly test what they respond to — or do not.  In sum, knowing how algorithms work is important, but knowing your audience is even more fundamental and crucial.