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The Perception Filter: Algorithms, Analytics, and Branding
Social media changes about as often as you wipe your ass. Yes, that’s a strong visual but it doesn’t make it any less true. And because it’s true, creating brand awareness often feels like a knee on the neck of your business. You pour your heart and strategy into creating content, only to see it sink into the void of low impressions and insignificant engagement.
It pisses you off, fucks with your self-esteem, and confuses the hell out of you.
The harsh reality brandbaby, is that it’s not always your content. Sometimes, it’s the algo perception filter. The unspoken rules made by coders who don’t look like, sound like or live like you. It’s the platform’s brand priorities and algorithmic preferences that decide what gets played and what gets laid.
The Invisible Gatekeepers
Algorithms are programmed to uphold a platform’s perception and add to the bottom line. This perception signifies who the platform wants to be associated with. Why do you think they’re always shoving celebrities in your face? On a site like LinkedIn, posts about career milestones or leadership insights get pushed out, while posts about personal lifestyle choice, even when associated with larger societal issues, don’t do shit.