So if you haven’t read Part 1 of this blog, I suggest you start there…..but if you’re good to go, let’s get stuck into the reasons why playing the algorithm game might not always be the best option for your brand or your business.
Going viral – does it do more harm than good?
A super trend at the moment with content creators is the desire to go viral. The more eyes on you, the more sales you’ll make right? Well, not necessarily.
If your viral content reaches your specific target audience then of course, you may make more sales if you’re able to convert them into followers, fans and ultimately paying customers and clients. However, there are also times when viral content can do more harm than good.
For example, you might create a viral reel or TikTok which gets you thousands, even millions of views because the algorithm picked it up. But those views and likes do not necessarily translate into an engaged ideal audience. It simply means that the algorithm liked it.
If your viral content is created to simply play the numbers game and it is not truly aligned to your brand, your message and your positioning in the market, then you may find that it dilutes your brand potency and your control over its interpretation.
Viral content on its own is simply a vanity metric.
Without a clear sales conversion, viral content at best can dilute your brand potency and at worst, it can be extremely damaging to your brand’s reputation.
Prioritise human connection
Another red flag of playing the algorithm game is the belief that business success is determined by a computer programme. That’s simply not true!
Whilst social media is an essential part of any marketing strategy, we need to make sure that we’re keeping an eye on the real business builder here….human connection.
Whether that is connecting in person, in the DMs, through your mission, through your messaging, through your experiences, through your communities, through your stories or through your beliefs. Business success is ultimately built off real relationships, not a computer programme.
So whilst social media is an incredible tool to use, it should always be seen as a facilitator of human connections, not as a dictator of behaviour or a straight-jacket of success.
Most of the entrepreneurs that I speak to who use social media have a love-hate relationship with it. Whilst acknowledging its power and ability to connect them to their audiences, it can often feel like they need a pocket full of tricks just to keep up with the new trends and algorithm requirements. Relatable?
But the truth is this.
If you’re in business for the long game, ie. you’re here to build a legacy brand, then you’ve got to find a way to build your business sustainably.
Sure, you might be able to dance around on reels for the moment because it’s trendy and it’s what everyone seems to be doing right now…..but if it doesn’t feel good to you to do it, then it’s not going to be the right strategy for you in the long term.
Plus, if you’re doing something that looks disingenuous, then it’s going to be really obvious to your audience and my worst fear for you would be that you would be put in the same ‘boring’ bracket as everyone else. Your audience will have been there, seen it, so why should they care?
It’s time to do better
As creatives in the world of social media, it’s up to us to do better.
Forget blaming the algorithm for a lack of engagement and results. We need to be thinking about more innovative ways to create captivating content that galvanises people into action.
Remember, the algorithm supports consistent high-value engaging creators. So let’s rise to the challenge.
Instead of looking to others for the latest trend to hop onto, how about you look to yourself for an original way to create that feels aligned and exciting to you? Sure short-form video is the way to go, but how can you create more original brand-aligned videos that feel good and that also puts the right message out there. Remember, it’s about building your legacy brand sustainably whilst developing brand trust, respect and loyalty.
Top tips for taking back control
If you’ve been reading this and you feel like you’ve been called out, inadvertentantly becoming a slave to the algorithm, then don’t stress. The main thing is that you now start to reconnect to yourself and the business that you’re building. Here a few tips to get you started:
So as we reflect on the game, it’s important to remember that you should always build your business according to your own rulebook. Your dream wasn’t to become a slave to an algorithm. However, if we know how to use it correctly and in a way that builds brand awareness and loyalty, social media really can be the most powerful tool for growth. We’ve just got to make sure that we don’t lose ourselves and our brand along the way.
If this has struck a cord or you feel like I’ve literally just seen into your soul and the internal struggle that you’ve been having….I’d love to hear from you! Drop me a comment below and let’s chat!
I know what it’s like to have a heart full of passion and a head full of ideas. To be eternally restless, trying to make your dent in the world. Because you’ve got a fire inside of you that’s dying to be seen. You know that you’ve got what it takes and you’re ready for the world to start paying attention. And I know this, because I’ve been there too.
Add your comment here.