Let me guess…you started your business with a head full of ideas and a heart full of passion and absolutely nothing was going to stand in your way.

Until it did. 

Until you realised that putting yourself out there as an expert in your field, wasn’t enough on its own to actually get you noticed in the world of social media. You’ve got to understand how to play the algorithm game. But the question is, have you become a slave to it?

So let’s just take a step back and think about what the algorithm actually is. 

The algorithm is a sophisticated computer programme used to scan and search out the most high-value and engaging content on the platform, which it then boosts up into people’s feeds with the ultimate aim of keeping its users on the platform for longer. 

The longer a user stays on the platform, the more money the platform makes.

So to put it simply, you could spend two hours creating an incredibly powerful and beautiful post on Instagram, but if the algorithm doesn’t like it….you might be looking at a tumbleweed response.

Heartbreaking I know!

However on the flip side, if you know how to play the game and create content that is aligned to your brand, your business AND the algorithm, then you really can make it work to your advantage. You’ve just gotta know how to play the game without becoming a slave to it. 

Rules of the Game

Depending upon which social media platform you use, the rules of the game may differ slightly. However, there are some common themes that apply no matter which pitch you decide to play on.

1. Content is King – if you’re trying to beat the algorithm with cookie-cutter, boring content then you’re going to lose the game before you’ve even begun. Remember, the algorithm wants people to stay on their platform, so killer original content is the foundation for social media success. 

2. Consistency – the algorithm likes to support consistent content creators as it recognises this as a trait of being trusted authority (notice I said consistency and not frequency here).

3. Engagement – the more engagement that a post gets, the more likely it will be boosted by the algorithm into the social feeds of others. Therefore make your content entertaining, informative or both!

4. Short form video – the algorithm also loves short form video as it’s the most engaging way to consume information. It’s more interesting than a static post but still short enough enough to keep our attention. TikTok & reels anyone? 

Word to the Wise….

Now there’s a danger that when you start playing the algorithm game, you may find yourself swept up in the ‘musts’ and the ‘shoulds’ of content creation. Doing all the ‘right things’ according to someone else’s rule book.  

For example, have you ever found yourself dancing around your kitchen to a trending audio with a crazy pointing finger, just because you think it’ll give you visibility? Come on, be honest! I know I have once upon a time (NB. this serious cringe moment has now been permanently removed from the internet). 

Well, if this type of trending content is aligned to the brand that you’re trying to build, then by all means go for it. But if it’s not and you’re just doing it to get visible, just know that it might not be as beneficial as at first you may think…..

Come back next week to find out why the algorithm could be doing your brand more harm than good.

Melissa x