It's easy to fall into the trap of blaming a social media platform's algorithm when your content isn't performing well. Phrases like "the algorithm hates me" are common, but the reality is that the algorithm's job is to show people content they'll find engaging. If your content isn't reaching your audience, the issue is more likely with the content itself than with the platform.

Here's how to stop blaming the algorithm and start creating content that actually resonates with your audience.

1. Know Your Audience (Deeper Than Demographics)
You can't create content that speaks to everyone. The first step to improving your social media content is to have a deep understanding of your target audience. Go beyond basic demographics like age and location.

Identify Pain Points: What problems do your clients have that you can solve? What questions are they asking? Your content should be the answer to these questions.

Understand Their Interests: What are they passionate about? What other accounts do they follow? What are their hobbies, values, and sense of humor? This helps you create content that they'll genuinely connect with.

Pinpoint Their Digital Habits: Which platforms are they most active on? When are they online? This information should guide your content calendar and posting schedule.

2. Prioritize Value Over Promotion (The 80/20 Rule)
A common mistake is using social media as a constant sales pitch. Audiences quickly tune out content that is solely focused on selling. The most successful accounts follow the 80/20 rule: 80% of your content should provide value, and only 20% should be promotional.

Educate: Teach your audience something new. This could be a quick tip, a how-to guide, or an insightful fact related to your industry.

Entertain: Don't be afraid to show your brand's personality. Memes, funny stories, or lighthearted content can build a strong connection with your audience.

Inspire: Share motivational quotes, success stories, or behind-the-scenes glimpses of your work.

Engage: Ask questions, run polls, and encourage your audience to share their opinions. This turns your social media channels into a two-way conversation.

3. Master the Platform, Don't Just Repurpose Content
Each social media platform has its own unique culture, format, and algorithm. What works on TikTok (short, fast-paced videos) will likely not work on LinkedIn (longer, more professional text posts and articles).

Tailor Content to the Platform: A good rule of thumb is to create content specifically for each platform. If you have a video, make sure it's edited to fit the aspect ratio and length requirements of TikTok Reels, Instagram Stories, or YouTube Shorts.

Use Platform-Specific Features: Use features that the platform is actively promoting. For example, if you're on Instagram, prioritize Reels and Stories. If you're on LinkedIn, experiment with polls and carousels.

Embrace Trends (Strategically): Staying up-to-date with trending sounds, challenges, and formats can give your content a boost. Just be sure the trend aligns with your brand's voice and mission.

4. Analyze Your Performance and Iterate
Data is your best friend when it comes to social media. Stop guessing what works and start looking at the numbers.

Track Key Metrics: Don't just focus on likes. Pay attention to metrics like reach, impressions, engagement rate, shares, and saves. These metrics give you a more accurate picture of how your content is resonating.

Use Native Analytics: Most social media platforms have built-in analytics tools. Use these to find out which posts are performing best, what time of day your audience is most active, and which content formats get the most engagement.

Test and Refine: Use the data to inform your future content strategy. If videos are consistently outperforming images, create more videos. If a certain topic generates a lot of comments, create a follow-up post. Your content strategy should be a constant process of testing, learning, and refining.