We need these posts to go viral." "The algorithm hates me." Almost every business owner with a social media platform.
If you've been around these parts for a while, then you know that my marketing philosophy does not involve posting to go viral or blaming the algorithm for your content's distribution or lack of distribution.
Going viral is not a strategy; it is a side effect of a well-executed social strategy. Also, no one truly knows what the wild inner workings of the internet will deem worthy of going viral.
So, on whatever day you are reading this, congratulations. You are about to have a few social media posts from whatever "experts" debunked.
Starting with that, the algorithm is the gatekeeper of your content visibility.
I've honestly lost track of how many times I have heard entrepreneurs and business owners complain, "The algorithm doesn't show my content" or "Instagram is killing my reach".
When I do hear them, these statements reveal a fundamental misunderstanding of how social media truly works. Algorithms are not your enemy—they're actually sophisticated tools designed to show users the most relevant and engaging content.
If you speak what you want into existence, at the very least, the ad algorithms will hear you.
The algorithms are written and coded to show you more of what you like. Ever find it low-key creepy that when you go into your explore tab on Instagram, it has posts related to whatever show you are currently binge-watching on whatever streaming service or ads of whatever stain remover you were talking about at happy hour show up a few hours later in your feed?
If those two examples alone do not resonate with you as evidence that those businesses have a strategy in place, stop reading and book an appointment with me right now. Because, friend, you have some basics to learn about this whole world of social media.
Let's be crystal clear: your content STRATEGY is the primary driver of your social media success. Here's why:
1. Quality Over Quantity
Algorithms are fundamentally designed to reward high-quality, engaging content. This means:
Creating content that genuinely provides value and sticks to your messaging for your community
Developing posts that spark conversation and interaction
Producing visually appealing and laser-focused hooks to get the scroll-stop content
2. Consistent Engagement Matters More Than Tricks
Successful social media isn't about beating the algorithm but building genuine connections. This is the part SO many business owners miss because they focus on more and adding new members to their communities. But doing this effectively includes:
Responding to comments promptly
Creating content that encourages meaningful interactions
Understanding and speaking to your audience's actual needs and pain points
3. Strategic Content Planning
Instead of viewing algorithms as obstacles, treat them as tools that amplify well-crafted content:
Develop a content calendar that tells a cohesive story, not just create post concepts that are "trending"
Understand the unique language and style of each platform
Create content that naturally encourages shares, saves, and comments. You know, tell a story.
Platforms like Instagram, TikTok, and LinkedIn have sophisticated algorithms that want to help good content succeed. They prioritize:
Content with high engagement rates
Posts that keep users on the platform longer
Material that provides genuine value to viewers
Basic Steps For Social Strategy Success
Know Your Audience Deeply: Create content that speaks directly to their needs, challenges, and aspirations. (Spoiler: Many of you reading have NO idea who is in your community)
Experiment and Analyze: Use platform insights to understand what resonates with your audience.
Diversify Your Content: Mix educational, entertaining, and promotional content strategically.
Engage Authentically: Interact with your audience and other creators in your niche.
It's 2025, and it is truly time to stop blaming the algorithm and start owning that your social media strategy is nonexistent.
The most successful businesses aren't lucky—they're strategic, know who is in their community, don't constantly chase the viral or add new members, are consistent, and are genuinely committed to providing value.
Algorithms are just the delivery mechanism. Your strategy is the message.
Not sure if your business is even communicating it's message effectively, let's chat.