If you go too far off the beaten path of algorithmic consistency, you risk never being heard. You may never get enough cultural momentum to exist in any meaningful way. That is a real problem. But if you're too good at algorithmic optimization, you risk building a large audience without saying anything particularly original or important. Not to men... See more

As people contort themselves to please the algorithm for short-term payouts, there’s even more of the less legible, less liquid, but ultimately more important long-term value up for grabs for you if you continue to just be yourself and talk about whatever lights your fire, algorithm be damned.

Stand for something that’s all your own. Help us find unexpected things and think unexpected thoughts. Don’t create for the algorithm (as tempting as it is to try and give it what it seems to want, to help your brand gain visibility). Don’t drift to the middle in search of eyeballs. Think bigger, more long-term, more societal-level, even. Do things... See more