How many times have you shared something on social media, only to feel like it went into some random dark abyss instead of in front of those who needed to hear it?
Too many times to count?
It goes without saying that it’s not a good feeling.
You’re passionate about what you do and you put that passion into what you’re creating. So, of course, you want it to be seen. Me too.
However, I find that people take one of three paths when it comes to their social media content.
PATH 1: Blame it on the social media algorithms at play and stop showing up consistently as a result.
“If only Facebook would show my posts to more people.”
“I’ll show up when my content shows to more people.”
“I wish Instagram prioritized posts on Feeds as much as Reels.”
PATH 2: Do everything in their power to “hack” social media algorithms at play.
From bots to posting five times a day to engagement pods to literally doing anything someone says will get you more growth or engagement.
The person who takes this path is focused on the short term and (hopefully) understands that whatever they do is only for the given time period. This means they have to be willing to switch it up, fast, when the algorithm catches up to it and changes as a result.
PATH 3: Create a social media presence that becomes algorithm-proof.
This is where you are working WITH the algorithm, at its core, by creating content that speaks to the right people and stands out against the noise.
When you create content from this place, you make both yours and the algorithm’s job easier.
It’s also why we’re going to talk about how you can do this, in today’s blog!
1. Own the Power of Polarity
While there are others in your industry who do the same work as you do, they aren’t YOU.
And the world needs to know that.
In Clients to Courses®, one of the first things we do is have our students identify their stand out factor in their industry so that they can fully OWN it for themselves, as it’s not only required in today’s online market but also allows the algorithm to work in your favor.
Why are you BOLDLY different than those in your industry?
Not just different, BOLDLY different.
You’ll know you’re BOLDLY different when you’re polarizing. This means that you will not only attract the right people but you will also, 100%, push people away.
That’s right, people won’t like you.
Now, I also know that this is where fear can set in as the thought of not being liked scares most people.
However, when you let the desire to be liked by everyone take over the desire to serve at the highest level, you water yourself and your content down to the point where you sound like everyone else in your industry that’s doing the same thing. #vanillalife
If you do your part in going BOLD for what you stand for, it helps the algorithm accomplish its primary goal of bringing the right content to the right people so that they stay on the platform.
However, when you stay in the “vanilla-zone,” the algorithm doesn’t know what to do with your content. It can’t send it to everyone and since it doesn’t know who it’s going to serve the best, it does its best by sending it to just a few people to see what happens.
If those people don’t respond to it fast enough? It takes it as a clear message that it doesn’t need to reach more people.
Polarization makes it so those that get your content WANT to engage with it, thus, bringing more people to you and showing the algorithm that people want more of you.
So, what can you do to start leveraging this in your own brand?
Create a list of all of the things that happen in your industry that piss you off. Yes, seriously.
What is being sold to your audience right now that you don’t agree with? What are you seeing on your newsfeed that makes you roll your eyes? What is only putting your audience in a worse spot than they were before.
Now, this isn’t to bash what anyone else is doing. Not at all.
This exercise is for you to see what you don’t believe in, so you can easily and specifically identify with what you do believe in.
Your goal is then to get out there and share those beliefs, unapologetically, as this approach will allow you to attract the right people and repel the wrong people, thus increasing both your reach and engagement.
Here’s an example of this at play from my own brand:
What I DON’T believe in: Running a business that is so focused on the bottom line that you’re unwilling to be humble enough to admit fault, those who care more about getting the sale than the people they are serving, etc.
What I DO believe in: People over profit.
How I’ve shared that: Sharing my story of moving away from Kartra, due to their lack of concern for Black Lives Matter, public instead of just being known by my team.
I have the emails, DMs and comments on the blog post I wrote about the move to show that a lot of people did NOT agree with my decision, or being public about it. Others rallied behind it.
That’s what happens when you’re polarizing and it’s a great thing!
2. Look for the Clues in Front of You
Data is sexy, and you have a TON of it at your fingertips in this very moment.
Let’s put it to work!
Head on over to the social media platform you are the most consistent with and look at your insights for the past 90 days.
What are the top ten posts, based on engagement?
What are the commonalities of those top ten posts? (e.g. how it makes your audience feel, the topic matter, the personality of them, etc.)
Then, do the flip side of this.
What are ten posts with the lowest engagement?
What are the commonalities of those posts? (e.g. how it makes your audience feel, the topic matter, the personality of them, etc.)
As you start to look at these two groups, you will begin to see your audience wants to see more and less of from you. Which means that you can stop wasting time on content that doesn’t hit the nail on the head for them and zone in on the content that really connects.
This leads to higher engagement and the algorithm, again, working in your favor because you’re working with its goal of bringing quality content to its users instead of against it.
No guesswork needed, just data.
This is something I typically do on a quarterly basis to see if anything has changed and/or needs to change with my own content and it’s what I always suggest the women I work with do if they aren’t seeing traction on social media.
It’s also how I know you enjoy seeing the thought process behind decisions I make behind the scenes of business, my humor, my marriage, my Britney fangirl moments and my mental health. It’s also how I know that you’re not the biggest fans of hearing about time I spend with my friends, my cats, or my love of R&B music.
So, I double down on the areas of me that connect most with my audience and leave the rest for my everyday life.
What is your audience telling you they want and what can you do to give them more of that so that you can work with the algorithm more efficiently?
3. Let It Be Fun
Remember, business is supposed to be something you ENJOY.
And, trust me when I say that people can feel when you are truly enjoying what you do and when you are not.
The same goes for the content you create.
When I am working with women in Clients to Courses® or The Collective, I always stress the fact that all content types work, except the one you try to force yourself into.
This means that if you are more of a writer, write. If you prefer to vocalize your thoughts, focus on live or prerecorded video. If you prefer short form content, leverage things like Reels or TikTok.
No matter what the original piece of content is, there are opportunities to repurpose it in different ways and in different places in order to give it more life.
However, if you aren’t enjoying the initial creation of it, it becomes an uphill battle to get eyes on it as it’s simply not your best work (and it shows).
Look back at the lifespan of your business:
What content has felt the easiest to create? Why?
What content has felt the hardest to create? Why?
What lessons can you pull from the content that was the easiest to create AND the content your audience is connecting to the most (from point number two above) to make your content both easier to create and more engaging for your audience?
This starts to make it so what others are doing is irrelevant as you are focused on doing what’s right for YOUR business, self and audience.
The algorithm exists to help us.
Remember, it’s there to try to sort through the millions of pieces of content that are coming at you at any given time.
It wants to help you, it wants to promote you, but it needs to make sure that you have content that people are looking for.
This is why polarity, listening to your audience and trusting in the way that you show up best matters.
What do you think? Come on over to @freedomdrivensuccess on Instagram and let me know how you’re going to apply this to your own content!