Social media orgasms: Why the algorithmic rat race is messing with your mind

Let’s be honest: algorithms aren’t here to make you successful.

They’re here to make social media platforms rich. And if you’re killing yourself trying to keep up with their ever-changing rules, you’re playing a game that’s rigged against you. It’s time we all wised up.

Here’s how I see it: those algorithms everyone’s obsessed with? They’re not our friends. They’re designed to keep us hooked, scrolling, and seeing more ads. Facebook, Instagram, LinkedIn - none of them care about your success unless it’s making them money. Every tweak they make, every shift in the algorithm, is carefully calculated to keep us on the platform longer, not to help our content shine.

Take LinkedIn, for example. Every time I’m at an event or running a workshop, someone asks me, “How do we beat the algorithm?” Here’s the truth: you don’t. LinkedIn’s algorithm isn’t about giving you a leg up; it’s about keeping users glued to the site so they can sell more ads. So if you’re out there thinking the algorithm is going to be your ticket to the top, you’re kidding yourself.

The real cost of the engagement race

Let’s talk about the elephant in the room. There’s this relentless pressure to get more likes, shares, and comments, all in the name of staying relevant. Some people even go so far as to buy likes or join engagement pods. Now, if your company or team is trying to push a specific message and you’re getting help from a few friends or colleagues to give it a boost, go ahead. A bit of mutual support, a few people rallying behind your post - that’s just smart networking. But let’s not kid ourselves: getting a handful of people to help is one thing; trying to orchestrate hundreds to inflate your numbers is a whole different ball game.

When it comes to buying fake followers and likes, or relying heavily on large engagement pods, that’s where I think you’re playing with fire. Sure, it can give you a short-lived benefit - your post gets found by more people, seen by more people, and gets more engagement. The algorithm might even take notice and push your content further. But as soon as you stop? It all flops. The boost you got wasn’t sustainable, and a lot of that engagement comes from random people, not your target audience.

And let’s be honest, relying on these tactics can trick you into thinking you’re the next big thing when you’re really not. You might see hundreds of likes and comments, but are those metrics actually reflecting what your true audience cares about? Or are they just the result of a coordinated push that has little to do with what really connects with your market? It’s easy to get seduced by the numbers and lose sight of what’s genuinely working.

I heard about a massive LinkedIn engagement pod - a group of 3,000 people, full of influencers. Some of these folks are now boasting about growing by 50,000 followers in a single month. The comments on their posts looked legit, the likes were rolling in, and on the surface, everything seemed perfect. But when you dig deeper, it’s clear that a lot of that success is built on shaky ground. Sure, they’re riding high now, but what happens when the algorithm changes or the pod falls apart? When that wave crashes - and it will - how much of that success was really theirs?

And here’s the kicker: even though I know a lot of that engagement is artificially inflated, it doesn’t stop me from thirsting for that level of engagement. My mind tells me it’s not all real, but I still want it. Social media messes with your mind like that. Getting a post to go viral, seeing those likes and shares shoot up - it’s like an orgasm for your brain. It’s addictive, it gives you a rush, and it leaves you craving more. Even when you know the numbers aren’t entirely genuine, the allure of seeing your content blow up is hard to resist. That’s the wicked genius of these platforms - they make you crave the validation, even when you know it’s not the whole picture.

I’m not in the ultra-purist camp

Let me be clear: I’m not in the ultra-purist camp that insists everything has to be 100% organic. Nor have I appointed myself as the social media police. I think we’re all wise enough to see that social media isn’t real life. We know it’s a game, and like any game, people are going to find ways to win. If you’re using a few tricks to give yourself a leg up, I’m not here to wag my finger at you.

But what really grinds my gears are the moral crusaders out there - the ones who get on their high horse about how everyone should be playing by the rules of a social media company that couldn’t care less about them. These are the folks who love to trash anyone who isn’t following the “rules” to the letter, as if breaking the sacred social media commandments is some kind of crime against humanity.

Here’s the reality: those “rules” are made by platforms that only care about keeping you on their site longer so they can sell more ads. They’re not about fairness or giving everyone a fair shot. So when I see people getting all high and mighty about how others should be more virtuous online, I have to laugh. Social media isn’t a moral playing field - it’s a business. And the sooner we all accept that, the better.

The algorithm as a ruthless TV producer

So why do platforms keep changing their algorithms? Here’s how I see it: think of them as TV networks, and the algorithm as the ruthless TV producer. The producer’s job isn’t to make your show (or content) successful for your sake. Their job is to keep the viewers (users) watching as long as possible, so they can sell more ad space and rake in more revenue.

When your content drives engagement - like a hit TV show that pulls in high ratings - the algorithm gives it prime time. But as soon as your content starts losing steam, or something new comes along that grabs more attention, the algorithm shifts focus. It’s like your show getting moved to a late-night slot when it’s no longer a ratings winner. And just like in TV, the algorithm constantly changes the rules, keeping creators on their toes, forcing them to adapt or risk being left behind.

But here’s the catch: these platforms need new and exciting content to keep users hooked, so they keep tweaking the algorithm to make sure no single creator or type of content dominates for too long. They want fresh content that keeps people engaged - and keeps the ad dollars flowing. In this setup, we creators become the cash cows, constantly pushed to produce more, work harder, and chase the next big hit, all while the platform reaps the rewards.

The myth of algorithmic success

Let’s burst another bubble while we’re at it. There’s this myth that if you just crack the algorithm’s code, you’ll be swimming in success. But the reality is, the algorithm isn’t designed to let you win. It’s designed to keep you chasing your tail, always reaching for that next big post, that next wave of engagement, without ever letting you truly master it. It’s a game, and it’s rigged.

Look at those Instagram gurus who made a living off teaching others how to go viral. They thrived for a while, but then the algorithm changed, and suddenly their whole business model fell apart. Now, they’re pivoting, downplaying the importance of likes and comments, calling them “vanity metrics.” Why? Because they can’t compete anymore. The algorithm shifted, and they got left behind.

Chasing algorithmic success is like running on a hamster wheel. You might feel like you’re getting somewhere, but you’re really just exhausting yourself. And when the wheel stops turning, you’re stuck.

Focus on what you can control

So, what’s the smarter play? Focus on what you can actually control: the quality of your content, the strength of your relationships, and the authenticity of your brand. Build a business that doesn’t live or die by the algorithm. Spread your efforts across multiple channels, create value that resonates beyond the screen, and cultivate an audience that sticks with you because they actually care - not just because the algorithm fed them your post.

When I work with clients in my accelerator programme, I always tell them the same thing: build a system for generating revenue that doesn’t depend on social media’s whims. We’ll work on content strategy and engagement later, but first, we need to make sure you’re not putting all your eggs in the algorithm basket. Fortune before fame - that’s the only way to play the long game.

Conclusion: Reclaiming the narrative

Here’s the bottom line: the algorithmic rat race is designed to keep us running, chasing, and competing. But we don’t have to play by their rules. Focus on building something real, something that lasts. Use the algorithm to your advantage when you can, but don’t let it define you or your business.

Support from a few close connections? Absolutely - use it. But when it comes to artificially inflating your numbers with large-scale engagement tactics, be careful. If you’re relying on those strategies, you might never know what your real success looks like. Worse, you might lose sight of what truly resonates with your audience. And trust me, even though it’s hard to resist the allure of viral success, social media’s just messing with your mind. Reclaim control, focus on what truly matters, and let the algorithm chase its own tail.

We’ve got bigger things to build.