The social media dilemma for content creators

Being a content creator in 2024 isn’t easy.

New competitors emerge every day…

Algorithms can turn themselves upside down at a moment’s notice…

And this is all happening while the effects of AI continue to ripple out into every direction.

But there’s one social media dilemma that affects all content creators.

No matter what niche you’re in.

So today, I’m revealing what this dilemma is and how to navigate it successfully.

Let’s dive in.

Reading time: 2 minutes and 46 seconds

3 variables to balance in your content

Every content creator struggles with a tug-of-war between the following 3 variables:

1) What you want
2) What the algorithm wants
3) What your audience wants

Only problem is, it’s rare to create content that checks all 3 of these boxes.

Which leads to an obvious question:

Which one(s) should you focus on to maximize growth & engagement?

So let’s explore the pros & cons of each one and what this dilemma means for you as a creator.

1) What you want

One of my favorite Morgan Housel quotes is:

“Writing for yourself is fun, and it shows. Writing for others is work, and it shows.”

In other words:

You can’t fake passion, excitement, or enthusiasm for a given topic.

It’s either there or it isn’t.

And when it is, it often leads to higher-performing content.

This isn’t limited to topics either…

It can also apply to mediums & formats.

Maybe you feel more comfortable on camera vs in writing.

Or writing punchy tweet-style pieces vs sharing long-form perspectives.

Either way, leaning into what you want is a key dimension for any content creator.

The downside:

If you focus only on what you want, chances are, you won’t grow.

Or at least not as fast as you’d like.

And toiling away on content that doesn’t get seen or consumed is highly demotivating.

2) What the algorithm wants

Every content creator prays to the almighty algorithm for reach and favor.

And while its tastes can change, sometimes suddenly…

Each and every social media algorithm has content it amplifies and content it minimizes.

It’s always optimizing for something at any given moment.

So naturally, feeding the algorithm what it wants is a surefire way to get in front of more people.

This could mean post types, such as:

- Story posts
- Tactical posts
- Motivational posts

It could also apply to formats, such as:

- Short-form text
- Carousels
- Selfies

The downside:

If you focus only on what the algorithm wants, you’ll stop having fun.

Creating content becomes all about gaming the system.

And that’s not what got you here in the first place.

3) What your audience wants

What makes you follow someone on social?

A common answer is:

“Because they can help me solve my problems with XYZ.”

This is why tactical content always performs well across any platform.

But practical utility is not the only reason we follow people on social.

There are 2 more that come to mind:

• Aspirational (they are where you want to be)

• Voyeurism (you enjoy peering through the window)

“Behind the scenes” content taps into both of these drivers.

The more you can bring someone along for the ride and give them a sneak peek into what’s happening in your life, the deeper their connection with you will become.

And connection is a prerequisite for commerce.

People need to know, like, and trust you before they’ll buy from you.

The downside:

If you focus only on what your audience wants, you’ll lose yourself.

Chasing likes and comments is a recipe for anxiety.

Plus you risk letting the mask of your public persona become glued to your face.

Putting It All Together

3 variables to balance in your content:

• What you want

• What the algorithm wants

• What your audience wants

Ultimately, it’s tough to create content that hits all 3 in equal measure.

And focusing exclusively on any one comes with its own risks.

So my suggestion is:

Aim to blend 2 in every piece of content you create.

This is how to give yourself the best odds of success over the long run without going crazy or selling your soul.

That’s it.

Thanks for reading!

See you next time.

Jim Hamilton