Social media changes about as often as you wipe your ass. Yes, that's a strong visual but it doesn't make it any less true. And because it's true, creating brand awareness often feels like a knee on the neck of your business. You pour your heart and strategy into creating content, only to see it sink into the void of low impressions and insignificant engagement. It pisses you off, fucks with your self-esteem, and confuses the hell out of you.
The harsh reality brandbaby, is that it’s not always your content. Sometimes, it’s the algo perception filter. The unspoken rules made by coders who don’t look like, sound like or live like you. It’s the platform’s brand priorities and algorithmic preferences that decide what gets played and what gets laid.
The Invisible Gatekeepers
Algorithms are programmed to uphold a platform’s perception and add to the bottom line. This perception signifies who the platform wants to be associated with. Why do you think they’re always shoving celebrities in your face? On a site like LinkedIn, posts about career milestones or leadership insights get pushed out, while posts about personal lifestyle choice, even when associated with larger societal issues, don’t do shit.
Check out my recent LinkedIn post about Snoopermarket. I wrote how Snoop missed an opportunity to disrupt folx thinking around shopping at the market in relation to weed. It was a post about brand. And yet, despite having over 3500 followers, it didn’t get over 200 impressions. Why? Not because the content lacked value or relevance, but because weed doesn’t align with the platform’s perceived image. The algorithm filtered it out.
The message was clear: This topic doesn’t fit our standards.
It’s one thing when your shit is raggedy, but when you know your shit and the perception filter is do’n what it was programmed to do, it’s not one you. This is why I think analytics are arbitrary for lesser known brands. Big business thrives on data, but you live in the real world. So when content doesn’t align with what the platform deems worthy, it’s suppressed.
Your analytics mislead you into believing your messaging, positioning or maybe your offer is the problem. This is another reason why you can’t treat all platforms the same. You gotta play their game by your rules. But until you become one of the popular kids, you have to remember, they’re letting you take up space rent free.
How Perception Filters Shape Brand Strategy
Understanding the perception filter isn’t just about playing the game, it’s about rewriting the rules to serve YOUR brand. The filter doesn’t just impact impressions; it influences how folx perceive your expertise and relevance. That’s why they share your vanity metrics. That’s why as a Brand Leader, you gotta recognize making strategic decisions about where, how, and why to share your message is to be selectively YOUbiquitous™.
“I do what I do. You like it, great. You don't, go listen to somebody else. I'm stickin' with the people who stuck with me.” — Ice Cube
Imagine you’re a chef turned entrepreneur who posts innovative recipes on a video-first platform. If the algorithm favors dance trends or viral challenges over long-form culinary content, then they consider your game weak. Whadda you get? Misleading analytics that suggest your niche is uninteresting, when the real issue is incompatibility with the platform’s priorities. This doesn’t mean you should abandon your brand, it means you need to amplify it in spaces where you’ll get more love or you'll end up dancing while you cook.
How Founders Can Navigate Perception Filters
Own Your Funnel:
Reality check: Platforms are borrowed space; your website is home base. Get your folx to a space where you control the narrative. A strong website not only reinforces your brand but also bypasses the perception filters of third-party platforms. Your website isn’t just a digital home; it’s the hang out spot where folx engage with your brand on your terms. You get to include content that platforms might suppress, like me go in on the Snoopermarket.
Diversify Your Channels:
Don’t let one monkey stop your show. Experiment with email newsletters, podcasts, or even offline strategies. Folx engagement will likely hit different across mediums. A podcast episode about "Snoopermarket" insights might resonate with an entirely different audience than a LinkedIn post.
Understand Platform Priorities:
Before committing to a platform, ask yourself: “Can I do what I want and still give them what they want?” You can’t always game the system, but you can optimize for relevance while staying true to you. A professional platform might reward you for framing content as a business case study. A more casual network might prefer humor or storytelling.
Leverage Controversy Wisely:
If your topic challenges platform norms, own it. Frame your content as a ten toes down or overlooked perspective. It invites engagement from those who can relate and those who wanna fight. Every time I refer to branding as a pimp game folx get pissed off. But unlike them my dad was a pimp for a while.
Create Analytics Context:
Use your analytics as one part of a broader picture. Compare platform metrics with website traffic, newsletter signups, or direct audience feedback. Taking it all in paints a clearer picture of your content’s impact. For example, a blog post that doesn’t perform well on social media might still drive significant traffic to your website or lead to conversions.
Advocate for Your Brand:
Stay true to your valYOU™ and voice. If you’re tackling topics that feel misaligned with platform perceptions, double down on sharing them in spaces where folx are check’n for you and respect your game. Bring valYOU™ to niche communities, forums, or even industry influencers who can amplify your message beyond algorithmic constraints.
The Long Game
Algorithms and analytics can’t measure the true essence of your brand. They are tools, not definers of your success. Founders who build beyond the platform’s perception filter craft a brand that is resilient, genYOUine™, and ultimately impactful.
Consider the perception filter as a challenge and an opportunity to get your shit together. You keep that pimp hand strong by making sure they get the message, change up your approach, and engage on a deeper level with folx. Remember: You can’t beat a player at his own game, but you can leverage his game for your benefit.
So, the next time your content doesn’t perform as expected, don’t default to self-blame. Check out the perception filter. Then adapt, plan, and get your folx to spaces where your message won’t just be seen, it’ll be celebrated. The platforms may set the stage, but you gotta earn the spotlight.
Comments