Once upon a time, social media was great. Then came the investors, who were just the foot soldiers in front of the evil AI algorithm that ruined everything.

Today, posting to social media may show up in front of your subscribers or followers if the evil AI algorithm thinks they should see it in their feed. If followers do not interact with your content, they are less likely to see it. Unless your content entertains and engages your current audience, the algorithm will not spread it to new people. Why? Because social media platforms position entertainment and want people to stay on their platforms for as long as possible. If your content sucks, they have no motivation to show it to anybody.

Organic growth of your audience is becoming increasingly difficult because social media companies need to continue finding ways to increase revenue quarter after quarter. Boring, bland content will hurt you now. However, you can still pay to put that boring stuff in front of people but don’t expect great results.

Investors want social media platforms to make money, so things like boosting a post exist. You have to pay to get more reach for your posts. Because they sell reach as an advertising platform, why would they give it for free when they can convince you to pay for it?

But we can no longer target on social media. Both true and false at the same time. No, you can no longer target through the advertising interface like in the days of old when you could pick out people’s preferences from a list. Today, you must target through copy and trust the evil AI to do its job. It would help if you believed that the evil AI algorithm is intelligent enough to transcribe your videos, digest the content, figure out who you want to target, and then put your advertisement in front of those people. Why? Because the foot soldiers (investors) need to get paid. Evil AI algorithms can only maintain their army of developers if advertisers get results.

The key to defeating the foot soldiers and transforming the evil AI algorithm into your best friend is to target and entertain with great copywriting. Hire a copywriting hero (wink, wink, I know a few), and stop taking everything so seriously. Try not being professional for a moment, and see what happens.

You don’t have to believe me; you can read what Meta says below.

Latest posts by Gary Bernier (see all)