Don't Get Lost in the Algorithm: The Realities of Building an Audience on Social Media
This post is written from experience of using social media since 2013
Hey fellow Substackers. Gather 'round, because today we’re diving deep into the wild, unpredictable world of social media algorithms. If you’ve ever felt like shouting into a void, you’re not alone. In this Substack exclusive, I’m sharing some of my experiences with using social media.
Attention! Attention! Listen up kids - I said Listen up!
I’ve been a moderator for a private Facebook soccer page with over 13,000 members. Sounds impressive, right? Well, let’s dig a little deeper. All these members are die-hard fans of the same team. It’s like a digital version of a hometown bar where everyone already knows the score. It’s cozy, familiar, and there’s not much competition. By the way, we get anything unto 100 bots per week trying to register for the group. Vomit.
Here’s the kicker: even though there’s a solid base of people who are crazy about soccer (and probably my witty commentary), getting them to engage with my posts is a whole different ball game. The attention span on that forum is well, like that of a grade 8 class, there’s not a lot of it. Posts might get anything from 1-100 likes if your’re lucky, against a backdrop of 13,000+ members.
Take, for example, a recent reel I posted. It racked up over 1,000 views in just 24 hours. You’d think I’d be celebrating, right? But, here’s the reality check: it got exactly one like. Yes, one. As in singular. Uno. It’s like throwing a party and having only your grandma show up. Sure, she’s your biggest fan, but where’s everyone else?
Twitterfookin Rooo
Scoring a touchdown, or not on Twitter. Once a really cool place to operate (yes, I said operate), Twitter has become the Wild, Wild West. Instead of fighting drunks and cut throats, you’re now faced with annoying pop ups every time you publish a post. Since 2020, my buddies and I launched an NFL podcast, relating to one team. We get about 100 listeners a month, and we have about 1,000 followers on Facebook, with literally zero engagement.
Our Twitter feed of over 2,500 followers can get more traction, but it all depends on what else is happening on that channel. It’s like trying to get a free beer at the busiest bar in town. Everybody’s queuing for the bar tender’s attention. We knew the NFL was a saturated market before we launched. The irony is that some of our competitors produce work that is a dull as dishwater, yet get plenty of traction.
It’s not that promoting your work on social media is a bad thing—far from it! These platforms have billions of users, after all. But it’s easy for your voice to get lost in the cacophony. Everyone is competing for a slice of attention pie, and those algorithms are the gatekeepers. They decide who sees what and when.
Beating the algorithm?
I’ve read a lot of content on algos, and the common trend is the need to learn how to play the algorithm game. Let me tell you. It’s energy sapping. It feels like doing knees to the chest on one of those really spongy gym mats. If you’ve ever had a gym beasting, you’ll know what I’m talking about.
I’m here because I love to write. Yes write, not become an SEO engineer. That’s a phrase I once coined when I wrote for a sizeable US platform on the NFL and Premier League soccer. I’d often spend as much time kicking a Yoast plugin around my screen than I did on the writing the content. Aghhhhh!
Imagine standing in the middle of Times Square with a megaphone, trying to get people to notice you. That’s what it can feel like trying to build an audience on these massive platforms. The algorithms prioritise content that will keep users engaged, often favouring viral trends or posts from already popular accounts. So, while your thoughtful, well-crafted content is out there, it might not be what the algorithm thinks people want to see right now.
Just keep creating
So, what’s a content creator to do? Here’s the silver lining: focus on quality over quantity. Build genuine connections with your audience, even if it’s smaller than you’d like. Engage with them, understand their interests, and create content that truly resonates. There are places on the internet that seem void of the hustle and bustle of main stream social media. Discord is one of those place, but I always feel like I’m working in a 90s bar when I enter a room. Of the other places I know, you guessed it, Substack.
I’ve kept you long enough from your own work. In the end, don’t let the algorithms get you down. Keep creating, keep sharing, and most importantly, keep being yourself. The right audience will find you, and they’ll stick around for all the right reasons.
Building an audience on social media can feel like a Herculean task, but understanding the pitfalls of algorithms can help manage expectations. Focus on authentic engagement, and don't be discouraged by numbers alone. After all, quality trumps quantity every time. Remember, if it was that easy, everybody would be doing it.
Thank goodness for Substack! Until next time, happy posting!
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