There’s no shortage of advice available about cracking the algorithm, including posts dissecting platform updates, cheat sheets, and trend predictions. But recently, in a candid WhatsApp discussion with a group of brilliant regional marketers, one question sparked a storm of real talk:
Does social media success come from understanding the algorithm or understanding your audience?
It’s a simple question on the surface, but the answers peeled back layers of assumptions we’ve all silently carried.
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The varying social algorithm: A moving target
Reem Alyan, Social Media Manager, Netizency makes a sharp point: “Does anyone truly understand the algorithms?”
And she’s right, by the time you’ve cracked one code, the rules change. The only constant is change. But what doesn’t change? The human behind the screen. Alyan argues (and many agree) that the real core of social success is knowing your audience deeply enough that your content feels like a direct conversation, algorithm or not.
Heba AlNabulsi, Account Technology Strategist at Emplifi echoes this, reflecting on how definitions of the “target audience” are becoming increasingly blurred. In public social media profiles, everyone is watching, so is “targeting” outdated? Maybe. The group leans into the idea that empathy and resonance carry more weight than demographic checkboxes.
But … strategy still matters
That said, I couldn’t help but challenge this a little (it was a Saturday morning brainstorm, after all). What about niche brands? Conversion goals? If you have 100,000 followers but none of them convert, is that still success?
For mass-appeal products like Duolingo or Pepsi, broad resonance is effective. But for smaller, purpose-led brands? Precision still matters.
AlNabulsi challenges the precise targeting and conversion KPIs, arguing that they are more suitable for paid campaigns, while the role of content should be to build brand awareness, likability, trust, and followship.
Another member of the group pushed this further: algorithms aren’t the north star, audience insight is. Knowing what your people love, watch, feel, and crave is how you build magnetic content. The algorithm? Just wind in your sails.
From trends to trust; hacking the social algorithm
The golden thread here? Authenticity: Whether you’re engineering content for visibility or connection, the brands that win are those that show up authentically, humanising themselves and speaking not at but with their audience.
Caline Boghos summed it up beautifully: “Once you tap into basic human needs and emotions, aren’t you already connecting with your audience?” It’s not a slide in a deck; it’s emotional relevance in action.
A new compass for content strategists
This thoughtful conversation sparked a deeper reflection on what social media success really means. As content strategists, understanding our audience is at the core of everything we do; researching behaviors, shaping personas, and crafting strategies rooted in insight. However, there are moments when numbers don’t meet expectations, and suddenly we’re defending the very foundations of our work.
It’s time to redefine what success means, not by vanity metrics alone, but through a new compass; one that blends human truths with data, aligns purpose with platforms, and balances strategic guardrails with bold, creative instincts. Because real impact doesn’t just show up in charts, it lives in relevance, resonance, and genuine connection.
Algorithms aren’t the destination, they’re just instruments that help us get there. What lasts is how well you understand your audience, not just what they want to buy, but what they believe in, laugh at, worry about, and care to share.
And that? That’s not a trend; it’s the ongoing marketer’s job.
By Rasha Abu Shamaa, Content Marketing Expert.
Collaborators: Heba AlNabulsi, Account Technology Strategist, Emplifi; Reem Alyan, Social Media Manager Netizency; Celine Boghos, Senior Manager – Creatives, Cicero & Bernay.
Note: This article is based on a discussion that was carried out within a social media community group.
