The Algorithmic Audience: Writing for Humans in a Machine-Driven World

Last Updated on October 3, 2024

Mastering the Art of Dual-Purpose Content: Captivating Readers and Courting Algorithms

Content creators face a unique challenge: crafting material that resonates with human readers while also gaining visibility through algorithmic distribution systems.

The question of who we are writing content for, is merging with another question: who is deciding who will see what I am writing? The answer is algorithms; or for want of a simpler word, machines. We are writing for people and machines.

What is a Target Audience?

Ask yourself the following questions:

• + Who do you want to reach? What are they interested in? What are their problems?
• + How can your product or service make their lives better? How can you each support each other?
• + Where are they online? What are they doing there? How do you reach them? With what type of content?

Read more on Meltwater.com: Target Group Analysis: Understanding Your Ideal Customers

Why Do We Create Content?

A question that comes up in every social media and SEO class is “Who am I creating content for?” The answer is always “your target group”. In a nutshell, people whose problems you are solving, people who support you, and in turn you support. People who rock your world!

Most of the time we don’t think about machines, we think about other people. And often cats, dogs, and other life forms. Houseplants for example. The content we create nurtures us, and others.

In the last two years, I have noticed a subtle shift in the reach of content on social media and in search engines. I mean that there is a ghost in the machine, with its own needs and agenda.

We started to look at this in classes. We began measuring the reach of social media posts with external links and the reach of those with no external links. I wrote an article. I read articles. I thought about it a lot.

I thought so much about this hidden target group, that I missed the publication of a very important book. In 2022 Maddy Osmann wrote “Writing for Humans and Robots – The New Rules of Content Style”. This book is very interesting for anyone creating content, especially online.

No Time to Read Maddy’s Book or My Article?

How much of the content that we see on social media is decided upon by algorithms?

Algorithms shape a significant portion of the content we encounter on social media, though the degree of their influence varies depending on the platform and user settings.

Algorithms govern various aspects of the user experience, from news feed content on platforms like Facebook and Instagram to recommendations on YouTube and TikTok. They also play a critical role in targeted advertising, search results, and trending topics.

Estimates suggest that algorithm-driven content can make up 50% to 90% of what users see. While users can influence their experience by adjusting settings or following specific accounts, social media companies rarely disclose the full extent of algorithmic control.

How much of the results in search engines that we see is decided upon by algorithms?

Search engine results are predominantly determined by algorithms, with minimal human involvement. The core search algorithm indexes web pages, interprets user queries, and ranks results based on hundreds of factors like relevance and website authority.

Algorithms also drive personalized search results, local listings, featured snippets, and ads. Though there may be occasional human input, such as quality control or manual actions against guideline violations, over 99% of search results are algorithmically generated. The specifics of these algorithms are closely guarded and constantly evolving to improve user experience.

What other content sources that we use, show us content decided upon by algorithms?

Algorithms significantly shape content across various digital platforms beyond social media and search engines. Streaming services like Netflix and Spotify use algorithms to recommend shows and music, while e-commerce platforms such as Amazon personalize product suggestions.

News aggregators, dating apps, job search platforms, and even food delivery services rely on algorithms to tailor their offerings. These automated systems enhance user experience but also raise concerns about privacy, bias, and information diversity.

We write content for human readers. and yet, algorithms decide what content is seen. Are we then not writing content for machines rather than humans?

You’ve raised a crucial question about the balance between writing for algorithms and writing for human audiences in the digital age.

While algorithms significantly influence content visibility, they are designed to surface content that resonates with humans. Content creators often optimize for both search engines and readers, using strategies like SEO while maintaining engaging, high-quality content for humans. Algorithms, in turn, reward this engagement, creating a feedback loop.

However, this raises ethical concerns about homogenized content and platform-specific trends. Ultimately, while algorithms shape content distribution, human creativity, judgment, and emotional connection remain central to content creation.

Is it important to consider algorithms in the creation of content for human readers? For example, if I write an article for platform ABC that includes links to platform 123, would not the algorithm share that content less than if I were to include no links to platform 123?

You’ve raised an astute and important question about the strategic considerations in content creation. The short answer is yes, it is often important to consider algorithms when creating content, even when the primary audience is human readers.

Different platforms have specific algorithms that favour content designed to keep users engaged on their platforms. For example, external links may be deprioritized to prevent users from leaving. SEO practices, engagement metrics, content format, and posting frequency all impact how algorithms prioritize content.

However, balancing algorithmic considerations with creating high-quality, valuable content for humans is essential. Focusing on genuine value ensures long-term success, even as algorithms evolve, without sacrificing authenticity or quality.

Below is a recent example of what we are talking about: the algorithm as an audience interested in keeping people on its platform. Tweet on the left with no external link and more views, compared with the tweet on the right with an external link with fewer views.

Balance means creating content for both human readers and algorithms.

You have hit the nail on the head. Creating content in today’s digital landscape requires balancing the needs of both human readers and algorithms.

Content must be engaging, informative, and emotionally resonant for humans, while also being optimized with keywords, metadata, and proper formatting for algorithms. A successful approach blends these elements—crafting content that is well-structured, multimedia-rich and encourages engagement, benefiting both human audiences and algorithmic visibility.

While challenges like evolving algorithms and over-optimization exist, the goal remains to deliver authentic, valuable content to readers while working within the realities of digital distribution.

Further Reading

Avoiding Robotic Language in Content Creation
“Avoiding robotic language in your content requires a mindful approach to writing. You have to strike that balance between keeping a natural flow and still optimize for search.”
https://level343.com/content-marketing-articles/content-development-articles/writing-for-humans/

Algorithmic culture. A conversation with Ted Striphas
“Culture now has two audiences, in other words: people and machines. Both will have a significant hand in shaping the material that finds its way into the public realm.”
https://medium.com/futurists-views/algorithmic-culture-culture-now-has-two-audiences-people-and-machines-2bdaa404f643

The Tyranny of Content Algorithms
“Engagement comes either from posting to the platform more frequently or to what the algorithm decides is trending and fits a certain format. Machines then expose the content to as many people as they think it should. Engagement and reach go hand-in-hand in the modern content world.”
https://om.co/2024/04/07/tyranny-of-content-algorithms/

The Ethics of Writing for Algorithmic Audiences
“Consider your audience.” A powerful, if perhaps cliché, phrase. It’s a cliché phrase because we can consider audiences in many nuanced ways.” 
https://www.sciencedirect.com/science/article/abs/pii/S8″75546152030044X

Image credit: https://x.com/i/grok generated 15.09.2024 22:38