The Algorithm Doesn't Hate You
Last week, I had an insightful conversation with one of our new clients, a growing SAAS company specializing in construction software. During a strategy session, the owner, curious about improving their social media presence, asked me: "Can you tell what's wrong with someone’s social media just by looking at it for a moment?"
I smiled and said, "Actually, yes. I can get a rough idea with just a glance."
Eager to learn, they showed me their Instagram page. At first glance, they were doing a lot right: photos of the results achieved with their software, a consistent posting schedule, and even some behind-the-scenes content. However, I saw opportunities for improvement:
Show versatility: Feature how easily can their solution be paired with other popular tool and the effect it has on client results.
Inject personality: Highlight their team, the passion behind their craft, or customer stories to build a stronger connection.
Embrace Instagram Reels: With Instagram prioritizing video content, this format is a must to expand its reach.
Then came the golden question: "Does the algorithm favor certain types of content?"
I paused before replying, "Not exactly."
The algorithm doesn’t inherently favor a specific content type; it measures performance. If a post gets significant engagement early on—likes, shares, comments, and time spent viewing—the algorithm identifies it as engaging and shows it to more people. If that wider audience also engages, the cycle continues, spreading the post further.
Ultimately, platforms aim to keep users consuming content. They’ll push content that people enjoy. This means the performance of your posts hinges on their ability to resonate with people—not the whims of an algorithm.
The Harsh Truth: It’s Not the Algorithm, It’s Your Content
If your posts aren’t performing well, it’s not the algorithm’s fault. The algorithm simply reflects how people respond to your content. So, if your audience isn’t engaging, it’s time to look inward. Here are five common reasons why your content might be falling flat:
1. Weak Hooks
The first line of your post needs to grab attention. Ask yourself: Would this make me stop scrolling? If not, rework it. Your hook is the gatekeeper to the rest of your content.
2. Lack of Value
Does your content deliver on its promise? Does it educate, entertain, or inspire? If your audience isn’t learning something new, laughing, or gaining insight, they won’t engage.
3. Poor Formatting
Massive walls of text and bland visuals are instant turn-offs. People decide whether to read your post based on its formatting before they even start. Use bullet points, short paragraphs, and eye-catching visuals.
4. Irrelevant Topics
Your content needs to align with your audience’s expectations. For example, if your page is about social media strategy and you suddenly post a carousel on "11 Tips for Training Your Cat," your audience will be confused.
5. Inconsistent Posting
Posting sporadically—seven times one week, once the next, and then disappearing—undermines trust. Consistency is key to staying on your audience’s radar and maintaining credibility.
Room for Improvement
These five points are the simple start. There are many more other elements that may actually play a part in your content’s success.? The good news is that is not the end of the story, and you have some control over what is happening to you. By finding their flaws and fixing them, there is always the chance to create content that will be appealing.
Your Turn
Which of these five mistakes do you think you’re making? Better yet, have you solved one of these issues before? Share your thoughts in the comments, and let’s help each other grow.
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