Most small businesses treat social media like a billboard — they post about themselves and wonder why nobody engages.

Here's the shift that changes everything: your content isn't about you. It's about your customer's problem.

A plumber posting "We do plumbing!" gets 2 likes from their mom. A plumber posting "5 signs your water heater is about to die (and what to do before it floods your basement)" gets shared by every homeowner who sees it.

The algorithm rewards content that keeps people on the platform. Educational, entertaining, or emotionally resonant content does that. Self-promotion doesn't.

Quick framework for your next 5 posts:

• 2 educational posts (teach something your customer doesn't know)

• 1 behind-the-scenes (show your process, your team, your day)

• 1 customer result/testimonial

• 1 hot take about your industry

This alone will outperform 90% of business accounts. I break down strategies like this every week inside The Algorithm.