The Big Smoke reframes the algorithm blame game, and why the real problem (and solution) is your content.
You’ve heard it. You’ve probably said it.
“The algorithm is killing us.”
“The algorithm changed again.”
“The algorithm hates us.”
When brands and creators struggle to gain traction online, people love blaming “the algorithm” for low reach. But most of the time, it’s not the algorithm that’s holding us back. It’s bad, boring, or misaligned content.
And to be clear, this isn’t us coming down hard on creators. Content is tough. The rules keep changing, audiences get pickier, and sometimes even your best post tanks. But if you’re always pointing fingers at the algorithm, you’re missing the real opportunity: making content people actually want to see.
Algorithms are Designed to Help People, Not Hurt Creators
Time for a bit of reframing. Despite what you may think, algorithms are not out to get you. They’re just trying to help people find stuff they actually want to see. Connecting them to what they love, fast. That’s it.
Whether it’s Instagram, TikTok, LinkedIn, or YouTube, every platform’s core goal is to serve content that feels relevant, interesting, or valuable to its users. If your content isn’t making the cut, the algorithm isn’t punishing you. It’s just doing its job.
If someone’s scrolling past your post, the algorithm takes note. If someone re-watches, shares, or saves your post? The algorithm notices that too, and is more likely to serve your content to more people.
So when your posts underperform, it’s usually not because the algorithm is unfair. It’s because your content isn’t earning the signals it needs. This is actually good news. It means you’re not fighting against an invisible enemy. You’re fighting for audience attention. And that’s a battle you can win!
Content That Will Always Flop (No Matter the Algorithm)
Here’s the hard truth. There are some types of content that will almost always fall flat, and as we’ve established, it has nothing to do with reach limits or shadow bans. Here are some of the usual suspects—the kind of content that struggles no matter what platform you’re on:
Boring, Over-Polished Templates
The over-polished carousels, the generic motivational quote tiles, the templated video reels and corporate-sounding captions. These might technically look like content, but they rarely feel like something worth watching. These are the posts people scroll past without even noticing. Why? Because they feel safe, generic, and worse…forgettable.
For a more human-first approach to social media, check out our guide to employee-generated content (EGC).
Copycat Content
Jumping on trends is smart. Copying them beat-for-beat is not. We see this constantly: brands scrolling through trending TikToks or viral LinkedIn posts, swapping out keywords and hoping for the best. Audiences can spot a recycled idea a mile away, and so can the algorithm. If someone’s already seen the trend done better, they don’t need your version.
Confusing, No-Message Posts
This one’s a silent killer. Content without a clear takeaway, angle, POV or target audience is destined for the digital void. So, if your viewer has to squint to figure out what you’re trying to say, and to whom, they won’t. They’ll just keep scrolling.
What Actually Works? The Good Stuff.
Ready to fight for your audience’s attention? Good! Because that’s exactly what you’re doing every time you post. The feed is crowded, the scroll is ruthless, and no one owes you their time. But the right content earns it. Here’s what consistently cuts through and connects:
Weird, Raw and Lo-Fi
Some of the highest-performing content isn’t polished at all. It’s scrappy, weird, or so simple it almost looks like a mistake. Why? Because it feels real. Audiences are craving personality, not perfection. The algorithm loves what people love (even if it’s shot on a phone with bad lighting). This is the heart of unhinged marketing, and it works.
Original Point of View
Your content should say something that only you (or your brand) would say. A strong POV cuts through more than another trend-hop ever will. Whether it’s an opinion, insight, or just your sense of humor, make sure you’re bringing your voice to the table. Not just following the crowd.
Clarity + Audience Fit
The content that performs knows exactly who it’s talking to. If you’re trying to talk to everyone, you’ll end up talking to no one. The best posts feel like they were made specifically for the person seeing them. Like you’re reading their mind.
Make It Fun (People Can Tell)
We cannot stress this enough. Good content usually feels like it was fun to make. Whether you’re being playful, opinionated, scrappy, or just genuinely into it, that energy is contagious. If you’re having fun, there’s a good chance your audience will too.
The “Algorithm-Proof” Mindset
The best content isn’t “optimized for the algorithm”, it’s optimized for humans. The algorithm is just the delivery system, so don’t write for it. Write for the person on the other side of the screen. Here’s how to shift your mindset:
- Create for humans, then optimize for the platform: Write, film, or design with a person in mind. Once you’ve got something good, format it to suit the target platform. Hooks, captions, aspect ratios and hashtags. The technical stuff matters, but it comes after the idea. For more on what not to chase, read our piece on why vanity metrics are a trap.
- Chase resonance, not tricks: Utilizing timeliness, trending audio, and engagement bait? They’re all fine for short-term bumps, but they won’t build a brand people care about. Content that connects will always outperform cheap hacks in the long run.
- Test like a scientist, write like a human: Try stuff. Get weird. Post experiments. Track what’s working (and what’s not). Social isn’t about finding the formula, it’s about finding your formula.
Need Help Creating Content That Actually Works?
At The Big Smoke, we help brands stop blaming the algorithm and start making content that resonates. From strategy and creative direction to execution and ongoing optimisation, we work with you to build social content that connects with real people and performs for the platforms.
Ready to stop guessing and start resonating? Reach out to our team.