All creatives often hope for algorithms to work in their favor so that they can gain more visibility and reach a wider audience.  Content algorithms play a significant role in promoting content and helping creatives get recognized. However, algorithmic fluctuations happen and can really affect a creative's emotional state. A creative who is a content creator can spend a lot of time, shooting a video and editing it, practically putting in all of their best only to get very low and discouraging metrics. While this is a common "happening" in the creative field, most times, it is never the fault of the professionals but as a result of certain factors which may include timing and trends. 

What is Content Algorithm? 

In the digital world, content algorithms are systematic instructions designed to process and manipulate data (content) being sent to the internet. These algorithms sort data, search for information, and make decisions based on the designed instructions and this is why they greatly impact content creation and other social media posts. 

Algorithms on platforms like Instagram, YouTube, X, Spotify, Netflix, and others recommend content to users based on their interest that has been perceived earlier. They analyze the prior action of a user and leverage it to recommend other content to the user. For instance, if you go on Instagram to search for "sneakers store in Lagos" best believe you are likely to get more recommendations for sneakers store in Lagos even after you have checked the store you had in mind. 

On social media, algorithms are used to create a user's feed, prioritizing the relevance of the content, user engagement, and recency. Therefore, content with the highest number of engagements tends to have a higher visibility. 

Why is Content Algorithm important to creatives? 

When content turned out by a creative aligns with the algorithmic criteria, the content will most likely have a lot of likes, comments, and shares. This technically means that the time, energy, and resources invested into creating the content is worth it. The content will appear more often in search results, and news feed causing more visibility. 

Also, algorithms are like the weather. They change over time and creatives can adapt to them and study them to make good decisions for their subsequent posts.  This is why, even after putting all of these measures in place before posting and the content still doesn't do well, they are disappointed. However, the question is "For how long do you want to keep being disappointed by unfavorable algorithms?" 

Your Art is beyond the numbers, do your thing! 

We are not going to put aside the importance of metrics in content creation but the purpose of this article is to encourage you as a creative to look beyond the numbers and keep creating. See what we think: 

The algorithm doesn't disappoint every time 

A disappointing outcome on a piece of content doesn't necessarily mean a long-term trend. Think about the days you posted a reel and it got views, likes, shares, and even comments that exceeded your expectations. That your content didn't do well today doesn't mean that it will not do well tomorrow. Creativity often experiences experimentation and evolution and not every piece of content will strike a chord with your audience. 

Bad Algorithm doesn't mean incompetence 

A lackluster performance due to a bad algorithm or disappointing metrics doesn't say anything about your competence as a creative. It is important to know that algorithms have their limitations and can sometimes produce unexpected results, but the quality of your work as a creative should never be questioned because the algorithm failed. Competence is revealed by the skills you have, dedication, passion, and creativity you put in to help your work stand out. 

You have to keep showing up regardless of what the algorithm says

It can be quite difficult to consistently show up even when the algorithm isn't on your side but you have to continue creating. Algorithms do not have the power to influence your consistency except you allow it. If you are looking to achieve long-term success, you need to keep doing your thing as a creative regardless of what the numbers say. Even when algorithms don't work for you, your consistency can pay off. 

Continue to seek support and leverage community 

Depending on the type of platform you share your content to improve its visibility. You never can tell, the algorithm may work much better this time. However, it is important to know how each platform works; you may need to recharge during peak activity times so that you can have enough people engaging. Share the content on your stories, tell your audience that you have a new post up, and ask your audience to kindly engage. 

Numbers and growth are important but they should never discourage you from forging ahead. Regardless of how your content turns out, don't stop creating.