You Have A Content and Branding Problem, Not An Algorithm Problem

How many times have you come across complaints about Facebook or, lately, Instagram changing their algorithm?

A lot of marketers get in an upheaval over the slightest change and start scurrying around trying to figure out the next tactic to “game” the algorithm.

Granted, I understand the frustrations…playing the guessing game with these guys isn’t the most fun, especially since creating unique content is so labor-intensive.

Of course you want your investment to pay off and that’s more difficult if you’re not sure how the algorithm is treating content.

But take a step back and question whether the algorithm is genuinely the troublemaker in this scenario.

The Futility of Complaining

If you’re like most, you’re not one of the big-wig advertisers routinely dropping tens or hundreds of thousands of dollars into Facebook ads and you’re not an early adopter on Instagram ads.

So let’s just be real for a minute: the market doesn’t care about what you think or how you feel.

(Yeah, admittedly taking a page from GaryVee’s book / watch this)

It’s the blunt, unfortunate truth.

The first step to beating any algorithm change is to stop complaining about the algorithm change.

Facebook and Instagram aren’t listening to you with any intent of making changes to the algorithm which would calm your sensibilities, so that makes complaining a waste of energy and time — two assets potentially making your business more money.

The Algorithm Isn’t Your Problem, So What Is?

I’ve got a great secret for you.

In fact, it’s the secret to beating every social media algorithm change for the rest of eternity.

Ready?! Okay…

The secret to beating every algorithm change you’ll ever face is…

Creating great content consistent with your brand that appeals to your target audience.

That’s it.

It’s a no-brainer, of course, but it’s shocking how many marketers react hysterically and neglect this one sentence any time an algorithm change occurs.

The objective of every algorithm change made by Facebook, Instagram, or any other social network is to make the network more engaging for users.

• More engaged users spend more time on the network.
• More engaged users share more posts, providing the network with more information to sell advertisers.
• More engaged users click more ads.
• More ad engagement allows the network to attract and retain advertisers.
• More advertisers = more profit.

Quite simply, if you’re able to create content that appeals to your target audience, they’re of course more likely to engage your content often.

By effect, you’re providing the exact service the network wants — keeping users engaged/creating a positive experience — and you’ll be rewarded with a higher rank in the feed.

If your immediate thought about an algorithm change is to complain, then rush around trying to find the next best way to “game” the algorithm, you’re being reactionary.

This mentality is most often because you have a fundamental issue with your content strategy or your brand, not an issue with the algorithm.

Strong brands with well-crafted content strategies don’t fret over algorithm changes.

They’ve spent plenty of time digging into the analytics, so they know what types of content perform the best with their audience.

They know if they stick to their message and continue delivering that quality, engaging content to their audience, then there aren’t many realistic algorithm changes with potential to significantly hurt their social media initiatives.

Instead of grabbing your pitchfork and going after the algorithm the next time a change creeps up, do two things:

• Audit your content strategy. Are you primarily creating content with your audience in mind or are you creating content with the algorithm in mind? If it’s the latter, then you’ll always be stuck in this reactionary cycle of chasing the algorithm when changes inevitably occur.

• Audit how well your content fits in with your overall brand. Be honest with yourself. Are you staying true to your brand message with every piece of social content or are you just chasing engagement numbers?