The Algorithm
The Popularity Contest you Never Signed Up For.
I know some of you shivered when you read “high school popularity contest”—but don’t worry, this blog post isn't about reliving teenage trauma. The social media algorithm just feels like that cool kid in school who decides who’s in, who’s out, and who gets completely ignored.
One day, they’re hyping you up, showing your posts to the masses. The next? You’re practically invisible. And the worst part: You have no idea what you did to deserve the cold shoulder.
Maybe you posted at the wrong time. Maybe you used a hashtag that was so last season. Maybe…just maybe…you committed the ultimate crime of being overly predictable. The algorithm hates that.
But just like high school, the key to surviving (and thriving) is learning the rules of the game, even when they change every five minutes. Here’s how to keep that cool kid on your side:
1. Stop Trying Too Hard
Desperation is a bad look, both in high school and on Instagram. Posting five times a day with zero engagement? Yikes. Stick to a schedule that makes sense, and let quality win over quantity.
2. Mix It Up
One day, the algorithm loves text posts. The next, it’s all about videos. Then it decides that only carousel posts deserve attention. Keep ‘em guessing. No one likes a one-trick pony, especially not the algorithm.
3. Engage Like You Mean It
Imagine trying to get the popular kid’s attention by standing in the corner, silently hoping they notice you. Doesn’t work, right? You have to actually talk to people. Respond to comments, engage with others’ content, and join the conversation.
4. Embrace the Chaos
At the end of the day, the algorithm is fickle. Sometimes it’ll love you, sometimes it’ll ghost you, and sometimes it’ll leave you wondering if it ever liked you in the first place. Roll with it. Trends change, platforms evolve, and social media is just one big cafeteria where the lunch menu never stays the same.
5. Don't Waste Your Time Where Your Audience Isn't
Maybe I should say this louder for the people in the back, don’t waste time fighting the algorithm on platforms where your clients aren’t looking for you.
For example, I have a Meta Business Suite that connects to Instagram and Facebook, but honestly I post there out of convenience, since I’m already creating the content, it’s a might as well situation. But I don’t spend my time engaging there because my B2B audience in AEC and CRE is on LinkedIn. That’s where my content needs to be seen.
On the flip side, I have two B2C clients whose audiences are on Facebook, Instagram, and TikTok, so our strategy is completely different. The key is knowing where your audience actually spends time, and focus your efforts there.
So, stop obsessing over what the algorithm wants and start focusing on what your audience likes. Because if there’s one thing high school and social media have in common, it’s that the real connections, the ones that actually matter, aren’t built on playing popularity games.
But still, maybe throw in a trending audio just in case.