Breaking the Algorithm: How We Helped a Retailer Win with Content & TikTok

In a time when organic brand searches are on the decline, the following case study is proof that the right content strategy can make all the difference. What you’re about to read isn’t just about social media success—it’s about how we made more people Google our client’s brand, turning curiosity into conversions.

Why Organic Brand Search Matters More Than Ever

Brand search is one of the strongest indicators of brand awareness, trust, and demand. As search algorithms evolve and competition increases, businesses that focus on increasing branded search gain a competitive edge. Here’s why branded search is so important:

1. Shows Strong Brand Awareness & Demand
   Even if generic organic search traffic declines due to Google algorithm updates or industry competition, a rise in branded search means your brand is resonating with audiences. More people are looking for your business by name rather than stumbling upon it through generic search terms.
2. Proof of Effective Marketing & Advertising
   Branded search growth is a direct reflection of successful marketing efforts—whether through social media, PR, influencer campaigns, or traditional advertising. If people are searching for your brand, it means your messaging is reaching the right audience.
3. Higher Conversion Rates Than Generic Search
   Users searching for a brand by name typically have a stronger intent to engage or purchase, leading to higher conversion rates. Unlike generic searchers who may still be exploring their options, branded searchers are further down the funnel and more likely to take action.
4. Competitive Advantage Over Rivals
   With search engine changes and AI-generated content affecting organic reach, branded search insulates businesses from these losses. If people are specifically looking for your brand, competitors struggle to intercept that traffic.
5. Better Google Ads Performance & Lower CPC
   A strong branded search presence leads to lower cost-per-click (CPC) and higher click-through rates (CTR) on paid search campaigns. This means more efficient ad spend and better ROI on search engine marketing.

So, what if growing a brand wasn’t about spending more on ads, but about creating content that people actually want to engage with?

That was the challenge I faced as one of Gather Social’s Client Managers when I took on the account of a well-known national retailer early last year. Social media changes fast, and brands that don’t evolve risk fading into the background. Gone are the days when Instagram could just be a digital catalogue—people now crave connection, storytelling, and inspiration. So, if we wanted to boost engagement and drive real sales, we had to shake things up.

The Challenge: Breaking Through in a Competitive Market

Before we stepped in, the client’s social presence felt… stuck. They had a strong customer base, but their content wasn’t landing the way it should. Engagement was low, and in a trend-driven industry, standing still meant falling behind.

On top of that, they relied heavily on paid social ads. The problem? The second ad budgets were cut, sales took a hit. They needed a long-term strategy that would increase organic traffic, boost brand recognition, and build customer loyalty—all without being completely dependent on paid ads.

Our Strategy: A Lifestyle-Driven Content Shift

We saw where social media was heading, and we knew our client had to evolve with it. The old “product showcase” approach wasn’t enough anymore. Instead, we built a strategy that focused on storytelling, lifestyle, and real connections. People don’t just want to see a product—they want to see how it fits into their lives. Research shows that social media content centred around storytelling and lifestyle creates deeper engagement and brand affinity (Forbes, 2023).

A huge part of this shift? Video content—especially on TikTok. TikTok’s algorithm rewards content that feels natural, engaging, and entertaining. It’s where audiences are spending their time, making it the perfect platform to introduce the brand to new customers in a way that doesn’t feel forced or overly promotional. With short-form video consumption rising and TikTok influencing more purchase decisions than ever (HubSpot, 2023), we knew this was the move.

Bringing the Vision to Life

To make this shift happen, we needed fresh, high-quality content that fit the new strategy. That meant rolling up our sleeves and organising multiple content shoots—moving away from standard product images and creating visuals that felt aspirational and real. We wanted content that made people feel something, content that wasn’t just about products but about the lifestyle surrounding them. The goal? To make scrolling-stoppers.

The Results: A Brand Awareness Breakthrough

And wow, did it pay off. Practically overnight, our client wasn’t just another brand on social media—they became part of the conversation. People weren’t just scrolling past their posts; they were engaging, sharing, and actively searching for the brand themselves.

Organic social traffic didn’t just rise—it skyrocketed by 428.6%. This was proof that content designed to engage, rather than just sell, is what people actually want to see.

And the momentum didn’t stop there. More and more people were actively looking for our client’s brand, leading to a 117.1% increase in branded search clicks. When people search for a brand directly, it signals trust, interest, and a stronger connection between the brand and the consumer (Think with Google, 2023).

And here’s the real kicker: Even with a 50–60% cut in Meta ad spend, purchase revenue still climbed by 24.4%. If that’s not proof that great content drives real results, we don’t know what is.

The TikTok Effect

TikTok turned out to be an absolute game-changer, especially during the final quarter of 2024. We leaned into trend-driven, engaging content, and the brand’s growth reflected that.

In just a short period, 6.1K new sessions came from TikTok alone—thousands of fresh eyes discovering the brand organically for the first time. But the impact didn’t stop there. Great content travels, and we saw it firsthand as Facebook traffic exploded by 410.9%. When content is on point, it spreads far beyond its original platform.

And it wasn’t just social traffic that saw a boost. Referral traffic jumped by 191.0%, meaning other websites and platforms were directing people to our client. When you create buzz-worthy content, the internet notices and audiences follow.

Beyond Traffic: Real Business Impact

But let’s be real—likes and shares are great, but do they actually translate to business growth? In this case, absolutely.

More people weren’t just engaging; they were buying. The number of total purchasers increased by 12.2%, proving that engagement was converting into real sales. And one of the biggest wins? Direct traffic grew by 14.1%—meaning more people were skipping the ads and search engines, heading straight to the client’s website because they already knew and trusted the brand.

The Takeaway: Content is the Future of Digital Success

This transformation wasn’t just about posting more often or chasing trends—it was about changing the way a brand connects with its audience. By embracing a lifestyle-driven content strategy and using TikTok’s reach, we helped our client go from being just another retailer to a brand people genuinely wanted to engage with.

This success story proves one thing: In today’s digital world, content is everything. The right strategy can drive engagement, boost brand searches, and most importantly, increase revenue.

Increasing organic brand search isn’t just a sign of marketing success—it’s a powerful indicator of brand demand, consumer trust, and long-term resilience. A rise in branded searches means that more people are hearing about your business, searching for it by name, and actively choosing you over competitors. It’s also a safeguard against shifts in search algorithms, rising ad costs, and changes in social media visibility.

When people search for your brand directly, they’re more likely to convert, spend more time on your site, and become loyal customers. In an era where digital competition is fiercer than ever, building a strategy that prioritises organic brand search isn’t just beneficial—it’s essential.

If you’re ready to stop blending in and start standing out, let’s chat. The right strategy might just be the key to your next big win.