We Need To Talk About Our Friend AL(GORITHM)

Every social media platform has an algorithm, that works by tailoring content that it thinks you want to see your way. Facebook, Instagram, TikTok, YouTube – it all uses one, based off of the posts you like and comment on, and the kinds of content you do (or do not) interact with.

Our friend AL(GORITHM), is an essential piece that makes the social media we know today what it is. However, in the last five years of business, I have seen a lot about what other small businesses and artists think about how the algorithm works, and more so, how it changes so frequently and to the detriment of its users.

In recent years, the algorithm has turned to favour enormous corporations more than ever, making it harder and harder for small businesses and artists to be seen.

Since the moment I began promoting my works on Facebook and Instagram, I have seen a consistent debate on the best way to do so. Some would recommend to use hash tags; others would recommend not to. Some would suggest to use one of the app’s filters on your images; others would suggest otherwise. And this debate would change more frequently than Mark Zuckerberg changes his underwear (at least, I assume).

No one – not technological professionals and social media connoisseurs alike – could agree on what the most beneficial way to post and promote your work is. And just when you thought you had the platform figured out, the algorithm changes again, making your posting rhythm, your posting schedule, your photos, your videos and your hard work redundant.

In September 2024, one of Meta’s official accounts (@instagramforbusiness) made this post, and immediately, I turned toward the comments to see what was being said. While there are some who praised the account and thanked them for the well-needed reminder, others weren’t nearly as optimistic. And I cannot blame them.

As you can see, there are numerous people who are unsatisfied by the way that Meta runs its apps.

Writing this almost feels like I’m biting the hand that’s feeding me. But the ever-changing, unfair algorithm that only cares for you if you spend money on ads needs to change. When you are forced to pay just to get your posts across to the people who are already following you, it feels ridiculous to even have the option of a follow button at all.

If my posts aren’t even being seen by 50% of the people who are following me, why offer the option to allow people to follow you in the first place?

From my experiences as a small business owner and a social media consumer my personal life, if I am following someone, it is because I wish to see their content, as is the sole purpose of the app. I have lost count of the posts that have arisen, out of the blue, making me realise I have missed weeks to months of comics or posts from artists and creators.

Why the sudden shadow ban? Why the shift in our friend Al’s mood? I will never know.

Why are small businesses and artists, who are already competing against giants, being forced to pay an enormous organisation for the bare minimum of an apps function to be working as advertised?

Much like one of my previous blog posts, which shed light on the calamity which is scam and spam bots overruling our online platforms, this feels like something that is talked about, yet nothing is done.

What Meta, and many other social media giants, fail to see is that small businesses and artists are willing to use their apps in a fair manner. We want to form communities; we want to see one another’s posts. We want to follow, share, like, comment and favourite each other’s posts. We want the apps that we use to work as intended, to work as it was originally designed to.

I don’t expect to understand every little detail in how the algorithm works. Every formula needs to have its secrets as to preserve the functionality and security of the app, as well as avoid abuse. However, the unrelenting shifts with little to no reward, to the detriment of its users, is insufferable, and has been for the last five years.

Someone needs to change – and that someone is our friend AL(GORITHM). Many have tried, many have failed. It’s the algorithm’s turn to join the party and even out the playing field.

To keep your favourite small businesses alive, I highly recommend engaging wherever you can. Like a post or leave a comment. Save or share the post to friends, family, your feed or your social media story. Consider even turning on post and/or story notifications, if the app allows, or manually opt-in to see more.

There are many FREE ways to help support your favourite small businesses, artists and content creators. And we can all work together to turn our frenemy, AL(GORITHM) back into a friend!

What are your thoughts? Do you struggle with engagement? Do you feel that you post for little to no reward? Do you miss out on the posts that you want to be seeing because Al is being a nuisance? I would love to hear your experiences!