Social media platforms are designed with one goal in mind: to keep us engaged, to keep us scrolling. It is my belief that they employ a tactic straight out of the casino playbook called intermittent variable reinforcement.

This would explain why the algorithms reward us so randomly, just often enough to keep us chasing that next “win,” that next viral post, that next surge of followers. Think about it: have you noticed how some post the exact same content. It sometimes goes viral sometimes not. Surely results should be about the same?

In any case, this plays in the platforms’ favour. We keep trying. We have the illusion of control, fuelling our desire to crack the code.

This intermittent variable reinforcement would be responsible for:

* The unpredictable Engagement: One day your post skyrockets, the next it plummets. This inconsistency keeps you second-guessing, constantly tweaking your strategy in an attempt to figure out the “magic formula.”

* The Dopamine Rush of Notifications: Each ping, each little red bubble, triggers a surge of dopamine, reinforcing the addictive cycle. It’s like a mini slot machine win, keeping you coming back for more.

* The Illusion of Progress: You gain a few followers, then lose some. You see a spike in engagement, then it flatlines. This constant fluctuation creates a false sense of progress, even if you’re not truly moving forward.

Now, I know what you might be thinking. “But Rudiano, some people DO manage to blow up! They must have figured something out, right?” And you’re right, some do. Maybe they stumbled upon a winning formula, maybe they strike lucky, maybe it’s a combination of factors beyond our understanding.

However, focusing solely on “beating the algorithm” and obsessing over vanity metrics is a trap.

Let me share a personal story:

There was a time when I felt utterly discouraged. I’d pour my heart and soul into my work, promote on social media, but my website stats were dismal. Traffic was dwindling, engagement was low, and I started to lose hope. I thought, “Is anyone even out there? Does anyone actually care about what I’m creating?”

But then something incredible happened. In that haystack of seemingly meaningless numbers, I discovered a needle – a loyal reader who had been following my work for a long time, someone who genuinely appreciated what I was doing. This person reached out, and we connected on a deeper level. They became a valuable friend, a source of encouragement, and a reminder that my work was making a difference.

This wasn’t an isolated incident. Over time, I’ve met a handful of these incredible individuals. They’re more than just numbers on a screen; they’re my extended family, my tribe. They’ve taught me that true success on social media isn’t about chasing fleeting metrics, but about fostering genuine connections.

The numbers don’t always tell the full story. In fact, sometimes they mislead you. I was ready to give up, convinced that no one cared. But I was wrong. There were people out there, quietly appreciating my work, cheering me on, even though silently at times.

So, what’s the takeaway? How can we navigate the complex world of social media?

* Awareness is Key: Understand the psychological tactics at play. Recognise that these platforms are designed to keep us hooked, not necessarily to help us succeed.

* Prioritise Authentic Engagement: Don’t chase the algorithm; chase genuine connections. Focus on providing value, building relationships, and fostering a sense of community.

* Remember Your Worth: Your value as an entrepreneur is not defined by likes and followers . It’s in the people you convert. Those who click your link. Focus on building a sustainable business, not just a flashy social media presence!

Reflect, Redefine, Rise!

Rudiano