The Dangers in Marketing for The Algorithm

When it comes to social media, The Algorithm is the King. He decides what you're allowed to do, who you're allowed to talk to, and what you can say to them.

Doesn't sound like the best environment for creating an inspiring Marketing Program, does it?

Yet so many businesses create their marketing programs around The Algorithm.

Why?

Are you here to play YOUR game? Or his?

I don't know about you, but I've never been great at being told what to do. Which is why I'm writing this article right now to explore the dangers in prioritizing the algorithm instead of figuring out YOUR game, and playing THAT instead.

A Quick Note on Gender Usage

Throughout this article I will be using "He/Him" to refer to The Algorithm. This is solely because this is how The Algorithm is experienced in my mind (and I'm writing this). I encourage you to use equally personalized articles throughout the article if you have a different relationship with The Algorithm ??

The Devil You Know

Have you ever heard of the book Outwitting The Devil by Napoleon Hill? Perhaps it's not as well known as Think And Grow Rich, but I think it's relevant in this scenario.

The book is about a fictional conversation between Mr. Hill and The Devil, where he proceeds to interview The Devil about how he maintains control over so much of the population at any given time. I'll leave the full reveal for you to explore in the book, but the similarity I see is that The Devil hypnotizes people into continuing to do things that are bad for them.

Sound like The Algorithm to anyone else?

He tricks you into doing things to keep HIS attention, instead of the attention of Your People (which marketing is actually supposed to do).

He tricks you into doing things that HE says you should, by hiding other options (and opportunities) behind the scenes.

He tricks you into doing all the same things that everyone else is doing, which actively prevents you from standing out...and then he tricks you into paying for advertising because the free version isn't enough.

See, part of the problem with focusing only on The Algorithm is that you're allowing HIM to control how you show up in front of your customers...most times without exploring what else might be possible.

Don't let him scoop you up in his hypnotic rhythm. If you do, you'll never win YOUR game...because you're playing HIS.

Some Examples

In the next portion of the article, I'm going to be sharing some ways people are taught to optimize The Algorithm, based on an article titled: Mastering LinkedIn's Algorithm.

Create "Compelling" Content

Ok, well first off, what is "compelling"?

The reference article focuses only on stats about content TYPES. It first states that, "LinkedIn values diversity and a mix of content formats can appeal to a broader audience."

It then goes on to add: "According to LinkedIn’s own data, videos are shared 20 times more than other content types on the platform. Additionally, the influence of visuals cannot be overstated; posts with images witness a remarkable 2.3 times more engagement compared to text-only."

And what do most companies take away from that?

? Create Video Content

? Add Images to Posts

So that's what they do.

But does that actually make something more compelling?

Here's the thing, and again, it's something we all know if we think about it, something that's compelling to YOU, might not be compelling to me.

People have different problems. Different backgrounds. Different thoughts and values. Different desires and aspirations.

One message isn't compelling to all people.

One image isn't compelling to all people.

If you're not getting engagement on your content, you don't need MORE videos or BETTER images. You need a better understanding of YOUR people. You need to get into conversation with them to first find out what's compelling to THEM.

And only THEN do you have a good content foundation.

Optimize for Keywords and Hashtags

Ugh, this one really drives me nuts. Not because it's BAD to optimize for keywords and hashtags, but it's because this often becomes the ONLY investment people make in their marketing.

It doesn't help that SEO Companies are constantly telling you they can optimize your stuff for One Low Price.

Ok, so knowing the keywords and hashtags that speak clearly about your business is good. But keywords and hashtags were NEVER the foundation of a client experience that keeps people coming back.

But Tracy, I'm not talking about customer experience. This is marketing.

Are we not creating experiences with our marketing? Are we not, in fact, creating experiences with marketing that set the tone for all additional experiences?

The "right" keyword and the "right" hashtag never built that kind of experience. And when we focus on THOSE things, somehow the real value of what we're here to do gets lost.

Also, anyone notice how it seems continually difficult to get knowledge on the LI hashtags? Just saying...if it was something they really wanted people to research, wouldn't they make it easier to do it? Just another example of them playing their game and not yours.

Encourage Engagement

According to the article, and as many of us experience, "LinkedIn places a premium on quality engagement. The more likes, comments, and shares your content receives, the higher the likelihood that the algorithm will amplify its reach, exposing it to a broader and potentially interested audience."

Here's the thing: The Algorithm tracks, the QUANTITY of engagement, not actually the QUALITY of the engagement (as outlined above). Which means people end up striving for MORE instead of GOOD.

But Tracy, it's I'm trying to get eyes, so MORE = GOOD, right?

No. Not if you consider GOOD something that's actually going to lead to you reaching some type of marketing goal. So, while MORE might not necessarily be BAD, it's also not innately GOOD either.

Because The Algorithm only focused on the volume, and because they make it easy for you to MEASURE that volume, people fall into the trap.

Timing Matters

So, according to the article (and according to Hubspot research that isn't linked), "the peak times for posting on LinkedIn generally fall between 9am to 3pm on most days. During these hours, professionals are actively navigating the platform, creating a window to share your content and increase the likelihood of it being seen and interacted with."

Well now, that's a pretty big window. They're pretty much saying, "any time within the business day", which, as a user, you probably already know ??

And sure, you're more likely to get engagement while people are on line. But the TIMING isn't what actually creates the opportunity for engagement.

A relationship is.

So, yeah, you can focus only on the timing of your engagements. But if you haven't done any relationship building to support that, it doesn't matter when you post, your authentic engagement is going to be low.

Remember, The Algorithm is Data

The Algorithm ISN'T a person. And it's definitely not your ideal client.

It's a system put in place to keep order.

But what if you're not here to keep order?

What if you're here to bust open your industry to help people do new things?

If you fall into that category, The Algorithm is NOT your friend.

So, sure, you can play by his rules. Don't use more than 5 hashtags. Don't tag too many people in the body of your post. Put links in the comments. But DON'T allow him to distract you so much that you stop playing YOUR Game.

P.S. If you don't know what Your Game is yet, let's chat ??

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