the hard truths about promoting your business on social media
The reality is that the algorithm (pictured below) needs to be fed constantly. It eats attention. Add a scrolling feature that feel like a slot machine and here we are as a society.
(A biologically accurate drawing of the algorithm)
Social media platforms are not trying to promote you
The algorithm doesn’t want to send people away from the platform because that’s precious attention lost. The social media companies know that you have to be able to self-promote to stay on the platform so they let you add links and create ads. But they are not trying to do you any favors.
Social media platforms were not designed to help your business grow.
They were designed to keep people scrolling. For years, brands were told that if they posted consistently, followed trends, and “beat the algorithm,” growth would follow.
The algorithm is not your business partner.
It does not care about your mission, your craftsmanship, or your revenue goals. It cares about attention. And attention is a volatile currency.
So how do you hack the algorithm to work for you?
Make content for people, not the algorithm
Platforms like Instagram, TikTok, and Facebook optimize for:
Watch time
Engagement
Retention
Shares
The longer users stay on the platform, the more money the platform makes. This means the algorithm naturally favors content that creates:
Emotional reactions
Fast stimulation
Controversy
Novelty
Compulsive consumption
If content genuinely makes people feel understood, inspired, entertained, or connected, the algorithm notices. In that sense, the algorithm is less like a gatekeeper and more like a behavioral mirror.
Stop Creating for Everyone
Generic content disappears because it creates weak reactions. You have to choose who will not like you. Strong brands speak clearly to a specific worldview, identity, or emotional experience. The more recognizable your perspective becomes, the easier it is for both people and platforms to categorize your content.
Focus on Shareability Over Virality
Virality is unpredictable.
Shareability is strategic.
People share content that:
reflects their identity,
says something they struggle to articulate,
teaches something useful,
or creates emotional recognition.
A post shared 100 times by the right audience is often more valuable than 100,000 passive views.
Build Owned Community Outside the Platform
Algorithms can change overnight.
Your audience should not live entirely on rented land.
The strongest brands use social media as a discovery tool while building:
Email lists
Communities
Memberships
Events
Direct relationships
Use Human-Centered Creative Work
The internet is saturated with optimized content.
What cuts through now is work that feels:
Human
Emotionally honest
Visually distinct
Culturally aware
People are increasingly drawn toward brands that feel alive rather than manufactured especially in the age of AI-generated sameness.
Create Content That Starts Conversations
Algorithms reward interaction because conversation extends platform usage.
But the goal should not be outrage or manipulation. (Although people love to correct other people. Don’t be afraid to use that to your advantage)
The best-performing small business content often makes people say:
“That’s exactly how I feel.”
Resonance is more sustainable than shock value.
The real opportunity for small businesses is that large corporations often struggle to sound human.
Small businesses have an advantage because they are closer to:
Real stories
Real values
Real relationships
That authenticity becomes increasingly valuable in a digital environment flooded with automation and generic marketing.
Ironically, the businesses that stop obsessing over the algorithm are often the ones that perform best within it because they create work people actually care about.
