Social Media Algorithms: Puppet Masters of Our Scrolling Thumbs
Prologue… How to Screw Up a Good Thing
Let’s dive deep into the world of Instagram. There, you’ll find @dennismfrancisart, my digital shrine of past comic related artistry.
I took a break from the 'gram a while back. While I was posting my work from the old days, I was also working as a content marketing guy.
My team was setting up brands and strategizing their ascent on IG. Now this may not be the issue for everyone, but nothing douses your passion for gourmet burgers like seeing them made conveyor-belt style.
At my core, I’m an artist and a shutterbug, capturing moments that turn into stories. But here’s the deal: Social media? It’s not a benevolent benefactor. It’s often a malevolent dictator.
It’s Wall Street, where “likes” are currency and algorithms are the puppet masters. I’ve witnessed it a zillion times—commercialism, ever hungry, always consuming.
Just when you’ve got a good thing going, everybody jumps in and spoils the fun.
Marketers, in their quest for digital nirvana, chase the elusive influencers, decoding the algorithmic sorcery. And when the magic formula eludes us, well, we find someone who’s cracked it and pay them to let us in on the game.
Admission time
Me and my merry band of marketers? We were part of the problem. We might’ve turned Instagram into a billboard bonanza. But hey, blame Cinnabon for it. After all, they refuse to trade in artistic integrity. Cash or credit cards only.
So, the dirty secret to our success was piggybacking on the success of other people. This was how we let the algorithm do the work for us. It still required research and prep to find the right influencers and relevant niches.
The three essentials needed to make a successful campaign were:
- Relevant, high-quality posts on our client’s pages.
- Unique, fresh, high-traffic pages.
- A great, eye-catching video ad to attract followers.
In a time when the average human has the memory of a goldfish, algorithms are the unseen masters of our digital lives.
They aren’t just lines of code; they’re the wizards behind the emerald curtain of the internet, curating, influencing, and occasionally bamboozling us.
The Vanishing Act of Chronological Feeds
Remember when Instagram was just about filter-enhanced brunch photos? Good times. We were able to get followers and traffic by posting often, especially at key times of the day.
This was Instagram’s chronological feed. Marketers knew the drill: post during peak times to maximize visibility.
But then Instagram introduced the algorithmic feed, favoring “relevance” over recency.
Now, it’s a sophisticated labyrinth where:
- Your friend’s cat picture from three weeks ago? Top of the feed.
- That urgent sale from your favorite brand? Lost in the abyss.
Panic ensued. Marketers, once kings and queens of timing, had to pivot. It became a game of engagement, crafting posts that sparked conversations and kept the audience hooked, ensuring prime real estate on the user’s feed.
Hidden Likes — The Undercover Operation
“Likes” was the universal symbol of validation on Instagram. But in a curveball move, Instagram began testing hidden likes. The visible tally, once the metric for success, disappeared. Marketers faced an existential crisis.
Their response? Dive deeper.
The focus shifted from surface-level metrics to meaningful engagement—comments, shares, and “genuine interactions”. Marketers started investing in content that fostered community, ditching the like-chase for building real relationships.
The IGTV Drama
When Instagram decided to roll out IGTV in 2018 as their flashy answer to YouTube, it’s like they took a page out of the playbook titled “How to Confuse an Entire Generation.”
Vertical-only video format?
Check.
Disgruntled content creators tilting their heads (and their phones)?
Double-check.
It wasn’t until the sound of millions of necks cracking echoed through the internet that Instagram thought, “Maybe horizontal isn’t so bad.”
Reels: More Déjà vu Than a Glitch in The Matrix
In a world where TikTok reigns supreme, enter: Instagram’s Reels. It was like showing up to a costume party only to find someone wearing the same “unique” outfit.
Sure, imitation is the sincerest form of flattery, but at this rate, we’re half expecting Instagram to introduce a “For You Page.” Oh wait…
The Swipe-Up Saga — A Tale of Lost Gestures
2021 brought with it many surprises, but none as controversial in the IG world as the demise of the beloved “Swipe-Up.” Replaced with link stickers, Instagram argued it was for “creative freedom.”
But for many, it felt like when your favorite coffee shop changed its menu and your favorite flavor was missing. “Why fix what ain’t broken?” sighed users, nostalgically swiping up on everything else in life.
Instagram’s rollercoaster of decisions feels like trying to keep up with the latest dance trends; just when you nail one, they hit you with another. Yet, it reminds us that in a digital age defined by change, sometimes the best strategy is to just hold on and enjoy the ride.
Behind the Curtain of Instagram’s Theater
Behind likes, shares, and comments are the orchestrated movements of puppeteers, captivating the audience’s attention. The puppeteer, using Instagram's algorithm, skillfully maneuvers the strings, determining which puppet takes center stage and which remains obscured in the backdrop.
Just like a meticulous puppeteer reading cues from the audience, the algorithm observes the metrics. These cues, such as followers, impressions, reach, and clicks, help in refining the act, ensuring that the show remains both entertaining and engaging for its spectators.
The Algorithm’s Impact on Small Business Marketing
For small businesses, these algorithms are more than just digital gatekeepers. They’re like shifting sands in a desert where every oasis of visibility is a mirage. Yet, some nimble entrepreneurs dance through, finding pockets of virality.
Their secret? Blend authenticity with a dash of algorithm savvy. And maybe some cat memes, for good measure. The sad truth is that what marketers can do to get ahead has nothing to do with gaming the algorithm.
Epilogue… The Upshot — Get Connected
The algorithms are here to stay, evolving, shifting, and occasionally throwing us a curveball. But while they might dictate the dance, they can’t define the dancer.
Yes, get cozy with the code, but let’s never forget that genuine human connection beats all. In the end, it’s still about people. Give the people more of what they want.
You can have 1 million followers and gain very little in return. Ok, that’s not exactly true; you’ll still have a million followers whether you make any money or not.
But you get the point. Offer relevance and value, then promote like crazy. Now, excuse me; I’m about to get busy posting my stuff for awhile.
I often write about ways that content creators can generate income through side hustles or build their businesses. I cover marketing, content creation, and how to write for a living.
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