Why I Do Not Write For The Algorithm
The Trap Most Businesses Find Their Marketing In
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Why I Do Not Write For The Algorithm
The Trap Most Businesses Find Their Marketing In
Written by a human, for humans, always.
Yesterday, I wrote about why I do not allow AI to write my articles for me.
Today, I want to discuss another topic within the world of online writing for businesses...
The algorithm.
Or more accurately, the “algorithms”.
There is a lot that you will hear about the algorithms.
Especially...
That you need to play to the algorithms...
They will determine whether you are seen or not...
And that you will remain invisible unless you perform for them.
Now, I understand why people will play to the algorithms...
But I refuse to write for the algorithms.
There is are a few reasons why.
First...
What are the algorithms?
They are a tool utilized by the companies that create them...
To figure out what has the greatest virality...
As a way to show “more” of that to people...
Not to benefit them...
But to keep them addicted to the feed that the algorithm creates.
Now, I have a personal problem with that...
Because what most people are addicted to on the algorithms...
Is not good or healthy for them.
My goal is to help people live a better and healthier life...
So contributing to what keeps people addicted to the algorithm...
Is counterproductive to my own goals.
But there is another reason that is important for businesses to understand.
What happens when you follow the algorithm?
You might be “seen”...
But you will be seen for the wrong reasons.
Why do you want to be seen?
Because you want people to see the value of what you provide.
But if you are chasing the algorithm...
The same way that “most” people are chasing the algorithm...
You will be seen as the “same” as everyone else who is doing the same thing.
You become a drop in the ocean...
Impossible to distinguish between the coming and going waves.
When everyone appears the same...
None of it appears valuable.
It is just “more” of the “same”.
For a business...
This becomes one of the largest traps in business.
It has to do with the category design.
See, based on category design economics...
Whoever becomes known for something...
Becomes the category king or queen of that industry...
And, on average, goes on to take 76% of the market.
76%.
Take that in.
“One” business takes 76% of the market.
What happens to everyone else?
They fight over 24%.
Usually, this only leaves one major “competitor”...
Maybe a minor competitor...
And often, some number of sub-units or specialties within those markets...
All fighting for 24%.
So...
What is attained by chasing the algorithm?
You end up having one company (or individual, depending on the market), who becomes “known” for something...
While everyone else “chases” them...
But never actually “changing” the market.
See...
The algorithms are not “designed” to change the market.
If anything...
They are actually incentivized to make you “believe” that your success depends on them...
While maintaining the status quo...
Causing you to “continue” to pay to attempt to “get ahead”...
Without ever being able to.
This is a large part of the reason why I do not care about writing for the algorithms...
It is not a game that is designed to benefit me...
Nor most businesses.
But there is another reason yet that I do not write for the algorithms...
Most of what the algorithms focus on...
Either is irrelevant to the work I do...
Or...
Is useless in the work that I do.
In either case...
It does not benefit the people I serve.
If I chase the algorithms doing things that are irrelevant...
Then I am wasting a bunch of time and effort on things that do nothing.
Sure, I could do a dance to get “seen”...
But I have better things to do with my energy.
If I chase the algorithms doing things that do not work...
I might be “seen”...
But what I am seen for will not work...
Giving me a bad name in my industry...
Or it will create the wrong expectations for my clients...
Causing them to become confused when they do work with me...
Which can be a horrible start to a business relationship.
In any of these cases...
It really is not beneficial.
We can keep going, though.
Every algorithm has a different goal.
A different type of audience.
Different types of media that are preferred.
What does this mean?
If you want to chase the algorithms...
You need different types of media...
Different trends...
All created separately for each algorithm.
Now, if you have teams of people dedicated to understanding the algorithms...
Learning what is trending and why it is trending...
Able to create enough content consistently with impact...
Then great.
You can have all those teams chase all those algorithms.
But is it worth the costs to have all of those teams chase those algorithms...
If the algorithms are not going to change the market?
Or...
If you do not have teams of people...
Is it worth all the time, energy, and resources that are required to create all these different types of media to chase all of these different algorithms?
I do not believe it is.
It is another trap.
Now, here is the question...
If you do not do things for the algorithms...
What do you do?
There are really two options.
The first is not to “chase” the trends that the algorithms focus on...
But to “create” the trends.
Now, this is “not” the one I personally do...
But I do have clients who are “amazing” at accomplishing this.
I have watched them...
Multiple times...
Work with their clients in different industries...
And figure out how to design trends that others follow.
“If” you can do that...
Or hire people or consultants to help you do that...
Then great.
The other option...
Is to find other ways to do business.
There are many other ways.
Networking.
Speaking.
Workshops.
Demonstrations.
Lunch and Learns.
White papers.
Word-of-Mouth.
Just to name a few that I have done in my business.
There are so many more ways to build a successful business than these...
More than most people realize.
What this means is that it is not “required” to chase the algorithms.
In fact...
You can ignore them completely if you want.
Do I post to different platforms?
Yes.
But I look at those platforms as portfolios.
People “can” see my work there...
As a form of “social proof”...
But they are not my primary path of obtaining business.
At the end of the day...
The reason that I do not write for the algorithm...
Is because it is not designed for me.
They are designed to benefit the owners of the algorithms.
TikTok is designed to make TikTok win.
Facebook’s algorithm is designed to make Facebook win.
Instagram’s algorithm is designed to make Instagram win.
X’s algorithm is designed to make X win.
LinkedIn’s algorithm is designed to make LinkedIn win.
This is how every algorithm is truly designed.
It is not our friend...
It is designed to use each and every single one of us to the advantage of the owner of the algorithm...
And if they deem us no longer useful to their goals...
The algorithm will spit us out.
I have watched this happen to multiple businesses...
Who thought the algorithm was their friend...
Until...
The algorithm changed...
And those businesses failed...
Because they had dedicated everything they did to satisfy the algorithm.
So no...
I will not write for the algorithm.
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