The "Algorithm" Doesn't Matter: why we don't give a f about algorithm changes

Every few months, a new update rolls out and suddenly, creators and brands are scrambling, trying to decode the algorithm like it’s a lock they forgot the combo to. The DMs light up. People panic. “Do we need a new strategy?” “Is our engagement about to tank?”

Or worse, I see complaints about "the algorithm" changing and "my content no longer gets seen because of the algoritm..." All the while, our clients engagement has not dropped.

To those freaking out, I say: Pause. Breathe. Let’s zoom out.

Gary Vaynerchuk said it best: "Stop blaming the algo … the algo is exposing you, not changing you." And he’s right. If your posts are flopping, that’s not the algorithm playing favorites. That’s a signal. It means it’s time to recalibrate, not complain. And here’s the good news: the platforms are actually doing us a favor.

Algorithms aren't rigged against us. They reward quality. They are engineered to deliver what people actually want to see. And that means if you're making content that resonates—truly resonates—you are already ahead.

Algorithms Are Not Out to Get You (They Follow the Audience)

Let’s clear this up: the algorithm isn’t some villain lurking behind your view count. It’s not personal. Every platform—from TikTok to LinkedIn—wants one thing: to keep people engaged. They do that by showing people content they like. That’s it. No black magic. No hidden trapdoors.

Here’s what’s wild: the content itself now carries more weight than the creator. Gary Vee put it like this: “People who’ve never posted before can now outperform someone with a massive following—if their post hits.” And we’re seeing that play out every day. TikTok democratized discovery. Instagram and LinkedIn followed suit. Even YouTube is favoring interest-based recommendations.

This is the era of interest media. It’s not about who you know or how long you’ve been posting. It’s about how much value you bring to the people you want to reach.

And that means everyone’s got a shot. The gatekeepers are gone. If you’re creating with your audience in mind—if you're putting in the real work to make something that matters—the algorithm becomes a tailwind, not a headwind.

What Does “Great Content” Even Mean?

So what exactly is "great content"?

Here’s the hard part: there is no universal formula. But here’s the truth: great content is anything that earns attention because it’s meaningful to someone. That can look a hundred different ways.

It can be funny, it can be moving, it can be helpful or raw or unexpected. But it always does one thing: it makes people feel or think or smile or save. It serves the audience before it serves the creator.

Some of the best-performing content I’ve seen checks one (or more) of these boxes:

• Entertains – Makes people laugh, smile, or just pause for a breath.
• Informs – Teaches something useful, shares a tip, or breaks down a complex idea.
• Relates – Shows real life, real people, real vulnerability.
• Inspires – Sparks emotion, uplifts, or stirs something deeper.
• Engages – Asks a question, invites a reply, prompts action.

Notice what’s not on this list: "post at 3PM on a Tuesday," "use exactly 30 hashtags," or "jump on every trend." Those are tactics. Tools. They don’t matter if the content itself isn’t delivering value.

Gary says it best: "Do it for them, not for you. You’ll get yours if you make for them."

Stop Trying to “Hack” the Algorithm

Look, I get it. Hacks are tempting. We all want shortcuts. But real talk? There is no secret sauce. No magic formula that beats the algorithm every time.

Platforms hire teams of brilliant people to make sure no one can cheat their systems for long. If you're spending more time chasing loopholes than learning your audience, you’re aiming at the wrong target.

The better strategy? Experiment. Try things. Post often. Measure. Iterate. Pay attention to what your audience reacts to and double down. You don’t need to go viral every time—you just need to create things that people care about.

That’s how you build equity.

Trends are fine, but substance is better. Creativity beats clickbait. Always.

Focus on Content Quality and Let the Algorithms Do Their Thing

Here’s what it all comes down to:

The algorithm is not your enemy. Your job is not to outsmart it. Your job is to make content that matters.

So if you're seeing a dip in performance, don't spiral. Don’t waste your energy chasing hacks on Reddit. Look in the mirror. Ask yourself: Is this my best work? Am I leading with value, or just going through the motions?

When you focus on quality, when you stay curious, when you push your creative boundaries—you win. Maybe not instantly. But eventually. And sustainably.

Because great content has always won. It always will.

The platforms may shift, the algorithms may evolve, but the principle stays rock solid: create things worth watching, and the algorithm will chase you.

Let’s make something awesome. And then do it again tomorrow.