Abhinav Arora imparts a crash course in succeeding, as a creator, in an algorithm-driven world
Once upon a time, your social media feeds were curated by who you chose to follow (aka your social graph). Brands and influencers would camp on these platforms to 'build' their audiences. They would get 100 per cent reach and, as a consumer, you’d see everything chronologically from whoever you’re subscribed to.
Things aren’t the same anymore. All social networks now have an algorithmic feed. The algorithm has one job — to keep people watching, scrolling, coming back and attentive (more or less) for as long as possible. These algorithms are unbelievably complex and constantly evolving. Just when you feel like you’ve finally cracked how a platform’s algorithm works, it’ll change.
The organic reach on Instagram is down by up to 70 per cent than what it used to be just a couple of years ago. In the case of YouTube, the algorithm clearly favours regular and diluted content that easily engages the masses. Any content that requires cognitive load, gets slapped with lower reach.
Creators are pulling off crazy stunts just to attract a click while many have had to give up quality for quantity. As the amount of content uploaded keeps growing, the competition is becoming even more intense.
If you break the consistency, thou shalt be punished with lower reach for your future uploads. The algorithms (which lack transparency) dictate the rules. Many creators big and small are burnt out and disgruntled because of this. It’s like their entire career is based at the mercy of algorithms.
If you’re a creator/influencer or a professional who is heavily reliant on these platforms, you should read on.
What this means for you
Learn to think of your audiences in two different categories: Owned and rented.
What do I mean by rented?
When you rent an apartment from your landlord, s/he is the owner you pay rent to and s/he gets to dictate the terms. Of course, you get some control over things — like interiors and the like — but the landlord, being the owner, has the ultimate say.
You share a similar relationship with social media. With each small change, these platforms seem to make lives tougher for creators. What’s making them do this? Simple. Ad revenue growth. Organic reach is taking a toll so that paid reach (aka ads) can flourish.
That’s not all. If you create or follow culturally sensitive content (LGBTQ, politics, activism and the likes) you might be familiar with the word 'shadow ban'. If you feel like your posts are receiving low engagement suddenly, you might be shadowbanned. Even worse, the platform is never going to acknowledge it. Shadowban is a soft temporary ban on your content showing into your subscribers’ feed because you’ve apparently violated community guidelines — which are a grey area — with no clear justification.
For a creator who relies on his/her social audience to make a living, these things are painful.
So, what can you do about it?
Well – own your audience! Ownership means not relying 'solely' on these third-party platforms to build and nurture relationships with your audience.
Own your audience
Before the rise of Facebook, Twitter and Instagram, the internet used to hang out in communities (which existed on discussion forums). Pre-internet, there were communities and associations like YMCA, Rotary Club, Toastmasters. Brands like Harley Davidson tapped into communities as a core part of their brand strategy.
In the early 80s, Harley-Davidson was doing poorly. They transformed their businesses with a focus on marquee rides, exclusive memberships and events to deepen their engagement with the riding community. Today, it’s a cultural phenomenon. Central to the company’s turnaround was Harley Owners Group, the brand’s community, an audience that it has direct relationships with. Brands, like Harley Davidson and Royal Enfield, have grown beyond the usual manufacture and retail mould to become more experiential in conjoining the global riding community.
The decade-long shift to social networks happened because of the insane reach they had to offer. And, it made sense to 'build your audience' there, because why not? The platforms gave everything you wanted, from reach to visibility to growth. Until they didn’t and, by then, you were desperately hooked.
It’s time to start taking a hard look at the past, creating communities where you own the social capital. Building an audience with such loyalty to your brand that regardless of what platform you’re on, your community always flocks to you. That’s the true meaning of ‘owning your audience’. No question, social networks will always remain an essential part because of their scale. But, today, the key is to follow a hybrid approach where you source new members from social networks, but safely house them in your own community.
But where? Explore platforms like Reddit, Discord, Slack, Telegram and Scenes by Avalon. These are some of the best places on the internet where one can create and own their communities.
Build a community and control your destiny!
(The author is the co-founder of Scenes by Avalon, a next-gen community platform made in India.)
