While tactics like algorithm hacking may result in short-term gains for marketers looking to increase their visibility or reach, they can ultimately harm their long-term success
Many brands are discovering this the hard way in the age of artificial intelligence (AI), as a new generation of algorithm hackers subvert their use of cognitive technologies. AI is becoming increasingly important for facilitating timely, customized marketing communications. But algorithm hackers are undermining marketing campaigns and compromising data accuracy by undermining their base code.
Suppose marketers are clever enough to manipulate the algorithm to spoon-feed consumer products and services in a natural, unobtrusive way. In that case, the top social media platforms are on the verge of becoming a marketer’s dream. Algorithm hacking refers to using manipulative techniques to exploit flaws in algorithms used by search engines and social media platforms to artificially increase visibility or traffic to a website or social media profile. This can include techniques such as keyword stuffing, link schemes, and fake engagement (such as purchasing likes or followers).
While these tactics may result in short-term gains for marketers looking to increase their visibility or reach, they can ultimately harm their long-term success. Search engines and social media platforms are constantly updating their algorithms to combat these manipulative practices and improve the user experience.
Websites or social media profiles that rely on algorithm hacking may be penalized or banned, leading to a loss of visibility, traffic, and credibility.
The end of discovery
There are serious ramifications for marketers here. Marketers can cater to the algorithms that “tell” people what they want rather than gathering information about people’s preferences, such as what they click on, which websites have visited, and how they search. Since customers get a firehose of content to keep them interested, “discovery” and “choice” become meaningless and irrelevant. Each thumb flick delivers the next expertly curated post, product, or service the AI recommends for users.
The most efficient way to advertise if these algorithms are the new decision-makers is to “hack” them. The goal is to incorporate marketing messages into this carefully curated digital quicksand so that consumers will think about goods and services without consciously choosing them. To solve this problem, brands must gain a deeper understanding of consumer motivations and the major forces behind their marketing campaigns.
Defining algorithm hacking
Algorithm hacking may have a dramatic sound, but it is common practice. The most banal solution involves users editing their social media profiles to alter the contents of their news feeds. Bots are used in more sophisticated efforts to fake online impressions and engagement. In either case, the behavior is essentially the same. Consumers are thwarting brands’ attempts to use algorithms to increase efficiency or profitability to regain control and use technology for their purposes.
Although most consumers are not yet using simple, everyday hacks like creating fake accounts, marketers would be wise to anticipate that everyday algorithm hacking will increase due to the low entry barriers. Furthermore, the motivations for hacking can be so varied that many of us might experience them at some point.
It’s important to understand that not everyone is motivated to act in this way by financial gain.
Allowing users to take control
The best thing a brand can do occasionally is to step aside and let consumers decide what content is significant and appears. This strategy allows customers to co-create posted and tagged content and drive the content conversation for a brand.
It is impossible to ignore social media as a search engine that is both competitive and a platform for consuming content via a news feed. Brands and individuals have a fantastic chance to use social content to reach new users at the beginning of the sales funnel. To increase social media reach, marketers should take advantage of this opportunity.
Understanding the motives of the audience
If AI is to live up to its potential, brands must address this problem. The first step is to understand better the motives that push algorithm hackers to take action. News and entertainment media frequently feature terrifying tales of an impending AI apocalypse. Meanwhile, the use of AI by both public and private sector organizations is growing, which occasionally has unexpected results. Even though it is getting harder to avoid AI, well-publicized AI failures have hurt consumer confidence in the technology. Because of these trends, most consumers today are concerned about how algorithms will affect society and their lives. However, these opinions do not correspond to the approximately 25 percent of consumers who are algorithm hackers. This group is more likely to believe that algorithms simplify life and that businesses should use them to decide more wisely and effectively.
Even though they may be more optimistic about the potential of AI, algorithm hackers still view the manipulation of algorithms as a means of advancing society. But more than pursuing advantages, algorithm hackers are driven by a desire for control, both over themselves personally and over people in general.
Finding the best strategy
Brands should anticipate an increase in algorithm hacking as consumer knowledge, awareness, and confidence about AI rise. Marketers must develop a strategy that considers the sophistication of their target consumers and society to address the risk that algorithm hacking presents. A graduated approach is necessary, starting with a continuous evaluation of the general public and core customer base’s knowledge and proficiency concerning algorithms.
Most consumers are currently concerned about the way algorithms are used in society. Reaching them with messages that lessen the intimidation factor of technology and highlight how humans are still in control can be effective, as shown by using humor in several brand campaigns.
Using a graduated approach
Marketers must shift from reducing fear to engaging, empowering, and diverting confident consumers who will likely engage in algorithm hacking as audiences and the general population gain confidence. Smart marketers will provide strategies to inspire these consumers’ confidence toward action because those who tamper with algorithms are motivated by a desire for control and personal benefits.
Long-term social media strategy construction
Social networks are attacking low-value content and strategies in their feeds with a vengeance now, even though they have been slower to do so in the past. It’s time for social media marketers to adopt a rational mindset. Marketers should understand that most of what they are pushing toward is better for the business in the long run. They should not be wasting time searching for the newest hack or trick to try and temporarily gain an advantage over the most recent platform algorithm update. The features that prospects and customers value the most on social networks, such as relevant content and interaction with actual employees at the company, continue to be effective despite algorithm changes.
Also Read: Leveraging Artificial Intelligence (AI) to Optimize RevOps
Moreover, algorithm hacking can also lead to a lack of emphasis on the quality of the produced content. Marketers may be more concerned with optimizing their content for search engines or social media algorithms than creating valuable and engaging content for their audience. This can ultimately lead to decreased engagement and brand loyalty, as consumers are increasingly savvy and can recognize when content is not genuine or of low quality.
Instead of relying on algorithm hacking, marketers should emphasize creating high-quality content relevant and valuable to their target audience. By building a solid brand reputation through authentic engagement and providing value to their audience, marketers can ultimately achieve long-term success and avoid the risks associated with algorithm hacking.
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