Are you exhausted from chasing algorithm "hacks" that stop working the moment you try them?
On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney discusses why obsessing over algorithms derails marketing strategies and how to build sustainable social influence instead. She explains that algorithms aren't the enemy or your friend—they're like the weather, shifting unpredictably and requiring businesses to focus on what they can actually control rather than trying to manipulate systems designed to keep users on platforms.
McKinney explains that companies cycle through social media managers because they expect tactics that worked in one context to work indefinitely, when algorithms change constantly. She breaks down how each platform prioritizes different engagement signals—LinkedIn rewards dwell time and meaningful conversation, Instagram prioritizes saves and shares, while X favors replies and retweets. She introduces her rule of 15 for consistent posting and her ABH principle (Always Be Helping), emphasizing that genuine human interaction remains the strongest signal across every platform, and that employee advocacy increases brand messaging by 561% when implemented through authentic social selling and networking tools. "When you stop chasing algorithms and start serving people, something remarkable happens," McKinney explains. "The people you're meant to reach start finding you, not because you game the system, but because you became impossible to ignore."
McKinney also explores the difference between reach and influence, noting that viral posts don't always convert to business outcomes, while consistent value builds lasting authority and personal brand visibility. She advocates for developing a thought leadership strategy that focuses on four controllable elements: clarity about your audience, consistency of presence through strategic content planning, genuine conversation and engagement, and varying content formats that match message to medium.
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