The world is changing, and everything we do online is for the sake of the algorithm – to drive ROI, push our content and be visible. Algorithms have become inescapable, and they decide what we see, click, and even believe. Social media platforms, search engines, and ad networks are constantly evolving to favour certain behaviours, formats or trends.
While designing content purely to “please the algorithm” and chase likes, views, or engagement metrics can be tempting, at the heart of all those numbers are people. Regardless of how powerful algorithms become, if your content doesn’t resonate with real audiences, it won’t truly make an impact. This is why the audience-first approach is a key differentiator, especially when everyone else is chasing trends.
The human touch in a data-driven world
Algorithms are useful – they help us sort through the flood of content on the internet and bring relevant information to the surface. But these algorithms don’t understand emotions, motivations, or context. They work with patterns, not people. This is where many brands get it wrong.
Creating content just to beat the algorithm at its own game might get you some quick wins, but it doesn’t build relationships.
When approaching an agency to create your content, make sure that they follow the same values, which is to create meaningful connections over vanity metrics. Whether designing websites, building exhibition stands, or helping brands manage social media, their guiding principle should be to know your audience first and serve them well. Every brand is unique; there is no cookie-cutter solution if you want to succeed.
Understanding what your audience wants (and needs)
The first step to an audience-first approach is listening. It’s not about guessing what might go viral or jumping on every trend; it’s about understanding the challenges, interests, and goals of the people you are trying to reach.
Ask yourself, and most of the time the client you’re working for:
- What are their main points?
- How can your product or service solve those challenges?
- What tone or style of content resonates with them – informative, inspirational, or entertaining?
When you take time to understand your audience, your content becomes more authentic. It speaks directly to their needs, creating trust and engagement beyond the fleeting nature of algorithmic trends. For example, there is no point in creating 30 reels per month, creating amazing content in English about financial services, when 90 per cent of your audience is looking for content in Arabic about human resources and employment.
You could have the most visually stunning reels and well-researched posts, but they need to be aligned with what your audience values or understands to make an impact.
This scenario highlights two key pitfalls:
- Irrelevant content: Even high-quality content fails if it doesn’t address the interests or concerns of your audience.
- Content quantity vs. quality: Posting 30 reels a month sounds impressive, but without relevance, it becomes noise. It’s not about how much you post but how well your content serves your audience’s needs and aligns with their preferences.
Algorithms will change—human nature won’t
One thing I’ve learnt over the years is that algorithms come and go. The rules of engagement on platforms like Instagram, LinkedIn, or Google will keep shifting. But the fundamental principles of human connection—trust, relevance, and empathy—remain constant. When brands focus too much on algorithms, they risk sounding robotic, disconnected, and inconsistent – same as when you depend too much on GPT-generated content. But when you centre your content around real people, you build a brand identity that stays relevant, even when platforms and algorithms change.
A balanced approach: working with algorithms, not for them
We are not against algorithms. Data and insights are valuable tools—they help you understand what works and what doesn’t. But rather than letting algorithms dictate your strategy, use them to support an audience-first mindset.
For example, if you know your audience prefers video over text, create meaningful video content that reflects their interests. If analytics show that certain times of the day are better for engagement, post at those times.
The key is to let your audience remain the driving force while using algorithms to amplify what already works. We know that we work and live in a time when digital marketing feels increasingly automated. Standing out means being intentional.
So, the next time you find yourself chasing the latest trend or optimising for a new algorithm, pause for a moment. Ask yourself: Am I creating content for the algorithm or the audience? Because when you focus on the people you serve, the results will follow—no matter what the algorithm says.
By Leandra Meintjes, CEO of Proven 360.
