It can be frustrating – even downright infuriating – trying to keep up with the ever-changing algorithm of social media as you constantly try to outsmart or outwork your way into getting people to actually see your content.

When we were told that we had to do live broadcasts on Instagram, we set up our phones on tripods, turned on our ring lights, and away we went. Then all of a sudden, we learned that Lives were no longer effective, and it was all about creating engaging stories. There was a time when it was carousel photos. Let us not forget our quests to get more shares and saves, video memes, sourcing up to 30 hashtags, and getting shout outs. Then it was Reels – we had to create Reels.

And through all of this, all of the photos, videos and graphics shared against this ever-moving target, can we honestly say we have any more visibility, awareness or even leads?

For many, the answer, sadly, is not much. To compound the aggravation, it genuinely seems like the limited exposure we do receive is being constrained more and more with each passing month.

Do we blame shadow banning? (Doubtful.) Or suppression based on the algorithm? (Very doubtful.)

So, why then, is your content not being seen?

Two reasons.

First, there’s a lot more content available. The increase in variety of options from a bevy of content creators across the world means that it’s much harder to get your content to stand out. Unfortunately, there is nothing you can do about the increase in competition for viewers’ attention.

Second, your content probably needs a glow up. Let us be clear by saying that this doesn’t mean your content is bad. It’s the opposite: As an entrepreneur, what you’re putting out on social media is no doubt well researched, expertly curated, and brimming with value. The strategy with which you’re getting it out into the world, however, is the part that could use an upgrade. The good news is this is something you do have control over.

When any social media platform is in its infancy, it’s significantly easier to create content that’s eye-catching – after all, it likely means that your audience hasn’t seen the same, say, inspirational quote over and over again, which makes them more receptive to its novelty. But the longer a platform exists, the more content creators will raise the bar in terms of quality – and the longer your audience has to get used to seeing repeated trends and therefore losing interest.

Voice-over audio reels, for instance. Clever when we saw it for the first-time years ago. But now, they feel tired. Same goes for an endless parade of photographed meals, Throwback Thursdays, gym selfies, the phrase “so many of you have been asking me…,” and of course, the aforementioned inspirational quote. You get the picture.

So the question becomes: What type of content could you create that you yourself would want to consume?

While there is a time and place to piggyback off of growing trends (and let’s be honest, sometimes it’s just easier when you’re strapped for content ideas), the bulk of your content strategy should be addressed in a way that feels authentic, nurtures your audience, and speaks in your brand voice. In other words: It’s going to take more time, energy, and effort than you might realize.

Your content should serve at least one of three roles for your target audience: Entertainment, education, or inspiration (bonus points if you combine two or more).

There has to be a reason for people not only to follow you, but to actually engage with your content beyond a passive like.

What does your audience want or need that you personally can provide them? Create content unique enough and valuable enough that you yourself would want to consume it.

That’s a strategy that the algorithm just can’t touch.