British GQ has slowed things down and stopped trying to “feed the algorithm”.

GQ‘s European director of audience development, analytics and social, Neha-Tamara Patel, joined in July 2022 and told Press Gazette about a strategy shift that has seen the legacy men’s lifestyle brand move away from quick wins towards more considered content with the aim of a more engaged core audience.

She said: “It was apparent to me that we were doing a lot of what I call ‘feeding the algorithm content’: lots of short-form news, a lot of quick fashion news, all of which was still within GQ’s world but from an audience perspective wasn’t really serving us long term.