Stop Chasing Algorithms And Build a Human-Centered Strategy Instead

If you are like many businesses trying to be heard in the online space, you know the biggest obstacle to being seen is the algorithm. Or is it? If you want to build an online marketing strategy that works no matter how many times the algorithm changes, listen up: Human-centered marketing beats the algorithm every time and here is why.

What is “The Algorithm?”

Our favorite social media and search apps are working with loads of data. Software companies want to connect the right people to the right content and so they create an algorithm to help show people content based on their tracked behaviors.

Hootsuite defines social media algorithms as a “collection of rules, ranking signals, and calculations” using AI and machine learning to custom tailor each user’s experience on an app. The algorithm constantly evolves which is why one day your content is seen by millions of people and the next 10.

According to Entrepreneur, algorithm influence has grown to the point that it not only tells people what to like, but also tells content creators what to make so that people will like it. The tricky part about relying on data alone is that it fails to explain why the content resonates, only that it does.

How Marketing is Influenced By Algorithms

Since algorithms play a huge role in getting content seen by people, it’s important to know what exactly the algorithm is looking for. In order to show consumers relevant content, algorithms look at signals like:

It uses this information to predict what a user would likely interact with and show that content in their feeds. Then it can suggest similar or adjacent content and ads based on that data. There are many additional roles the algorithms play in online safety, verification and personalization, but the gist is that it looks at a lot of data and makes an educated guess as to what it thinks users want to see.

Marketers can then run tests on different platforms to learn how people engage with their content. On some platforms, short-form video is king, while others do better with long-form written pieces or photos. If a trend is going viral, marketers can tap into it and get higher engagement and interactions with their content.

The problem comes in when people prioritize appeasing the algorithm rather than focusing on business goals and customers needs. Afterall, algorithms constantly change and more than likely your business needs are not changing as fast.

Why Your Strategy Should Not Rely On The Algorithm

There are risks associated with algorithms that some people miss, including political snafus and life-altering mistakes. From a leadership (and marketing) perspective, it can fool you into thinking you are pursuing the right strategy when really you are trapped in an information bubble.

Building strong customer relationships, real world networking, and communicating on your own channels in addition to algorithmic platforms creates a more sustainable strategy that isn’t reliant on virality or trends.

If you build a strong foundation, customers will know where to find you and will seek you out even if Google or Meta isn’t showing them your content.

Human-Centered First

At the end of the day, algorithms lack one thing that most humans have in spades; feelings. It does not understand why someone would buy a coaching package when they are struggling with money or why someone would take a bucket list trip after losing a partner, but you do. You are the best person to understand the goals of your business (more sales, customer retention, visibility, etc) and what draws customers to you and why they stay.

Yes, you can make the right content for the right platforms, but it starts with understanding your customers needs and meeting them where they are. Crafting high quality content that speaks to that will go a long way to ensuring the algorithm shows your content to the right people no matter how many times it evolves.

Beacon Bridge Resource: Want to learn more about keeping your strategy human-centered in the age of AI? Read our guide on Why AI Can’t Replace the Heart of Marketing (But Can Scale It) to see how to balance technology with genuine human connection.

FAQ’s

Does focusing on human-centered marketing mean ignoring the algorithm completely?

Not at all. It means changing your priorities. You should still use platform best practices like using video formats or posting consistently to aid reach. However, your messaging, value, and offer should always be built for human needs first, rather than chasing short-lived algorithmic trends.

How can I measure the success of a strategy that isn’t focused purely on virality?

Look beyond surface-level reach and focus on high-intent conversion metrics: direct messages, email sign-ups, website visits, repeat purchases, and customer retention. A smaller, highly engaged audience that buys is vastly more valuable than a viral post that brings non-converting views.

What is the best way to own my audience outside of social media algorithms?

Build channels you directly control. Focus on growing an active email list, hosting direct networking events, building a community, and maintaining a robust, SEO-optimized website. These owned channels ensure you can communicate with your audience regardless of platform updates.

Ready to Take the Next Step?

Tired of feeling like your marketing success is at the mercy of the next algorithm update? Beacon Bridge Marketing helps you build human-centered strategies that create lasting connection and reliable growth. Contact us today for a free, half-hour spotlight session to future-proof your digital strategy.

Kris Klenke

Author Bio

A recent University of Denver graduate with Master’s degrees in Marketing Management and Web Design & Development, Kris offers over five years of design and marketing experience. She is passionate about empowering companies to build strong brands and communicate their message effectively through compelling visuals and strategies.

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