I've been racking my brain as to why social media has felt... poisonous lately.

Instead of logging on to feel entertained, inspired, or educated - I feel annoyed and nauseated by the content staring back at me.

So here's my attempt to articulate why I believe this is happening (because I know I'm not the only one feeling this way lately).

In pursuit of creating content the algorithm wants, social content has essentially lost its "juice."

Instead of people having thought-provoking conversations or getting creative with how they share ideas... everything has been distilled into neat, digestible templates like: "I don't know who needs to hear this, but..." or "POV: you..." or whatever the latest viral fill-in-the-blank format becomes. 🙄

Same thing with the editing techniques like moving text with pops, sounds, and quick cuts. These should add to your message, not distract from it.

Anyone can manufacture attention, but I think we've become so obsessed with best practices that posts have lost their core purpose and simply turned into an execution of stacked tactics.

It's been a very long time since I've stumbled across a post in the wild that made me stop and think. One that made me go, "Wow. I want to learn more about this business."

Instead, every post that pops up (and I log into a BUNCH of clients' accounts, so I know this isn't just my algorithm) feels like filler fluff.

It might perform well on the app. Hence why it's being pushed by the algorithm.

But it doesn't make me want to go deeper to learn more about whoever posted it.

Which is KINDA THE WHOLE DANG REASON you should be creating content in the first place. (!!!)

And if this is how you've been feeling lately too, I'm sure you log onto Instagram and think, "Why am I even here? This is nonsense."

Meanwhile, when you post something for your business you actually took the time to craft, something thoughtful, with genuine substance... it gets crickets. So you naturally start thinking, "Well... maybe I should just make fluffy bullshit because that's what the algorithm rewards?"

Full stop. Don't fall for it. Because here's what you have to remember:

Your actual leads aren't making hiring decisions while mindlessly scrolling.

And that fluffy content? It's designed to keep the mindless scrollers scrolling.

When your leads are deciding whether or not to work with you, they're doing their homework. They're looking through your content thoroughly and intentionally. They're creeping TF out of your page. They're deep-diving into everything you've ever written, said, or shared.

And if every piece of content feels like another recycled template chasing views, eventually they're going to think, "Is this all they've got?"

This pursuit for algorithm success has completely distorted people's understanding of what content is actually supposed to do for a business.

It's funny because if you type "content strategy" into the search bar of IG, what comes up?

How to get views. How to go viral. How to beat the algorithm.

Guys... that's not what content is supposed to do. 😂

Views are not the end goal.

Can we please put more heart and soul back into our work? Can we share the things we actually want to say instead of trying to squeeze every idea into whatever format the algorithm supposedly likes this week?

Because... why? Why are you trying so hard to impress the algorithm?

Might I remind you the algorithm isn't your customer.

If you're a creator whose income depends on views, that's a different conversation.

But if you're a business owner? The algorithm doesn't pay you. Your customers do.

So stop making content for the algorithm and start making content for the people you actually want to serve. Because when they land on your profile and there's no sort of substance to be found, they're not going to stick around. They're not going to choose you, simply because YOU chose the algorithm over them.

Catch ya next week,

Marissa

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