In social media, there’s no such thing as one algorithm.

TikTok is different from Instagram, which is different from YouTube, and so on. Even platforms like Instagram have separate systems determining what shows up in Reels, feed posts, Stories, and other parts of the app.

Not only that, but each platform is constantly changing.

While the algorithms are different, they increasingly have one thing in common: they are optimized around interest. Translation? A lot of the content served to us is based on what we’re currently interested in, consuming, engaging with, and searching for.

Attention. We all crave it.

But in this case, I’m talking about attention as it relates to a brand, whether that be a rural community, a bike race, a trail organization, or another organization doing meaningful work in the outdoor space.

You see, we could have the most quaint and welcoming town or host a gravel race with stunning scenery and champagne gravel, but if we can’t capture people’s attention so they know we exist, we’re in trouble.

It all starts with attention.

Visibility.

Race directors, how important is social media to your race?

Ok, that's a silly question.

Maybe a better question is this: How are you using social media to build a community around your race?

It’s easy to think about social media primarily as a promotional tool. Registration opens, so you post about it. Prices increase next week, so you remind everyone. You announce sponsors, share course maps, post countdowns, and eventually flood your feed with photos and videos from race weekend.

All of those things have their place and indeed are important.

But social media can do something much more valuable for your race. It can help you build relationships with the people you eventually want to show up.

And that starts with engagement.

Race directors, I have a question for you.

How much money are you spending on advertising your race?

Facebook and Instagram ads. Google Ads. Sponsored posts. Cycling media. Maybe a boosted post here and there when registration numbers need a little help.

Now for the harder question: Is it actually driving registrations?

One of the biggest misconceptions about tourism marketing is that creating better social media content requires a bigger budget.

More cameras. More software. More staff. More equipment. All of the goods.

For small towns and rural tourism organizations, that can make content creation feel out of reach before it even begins. Also, we assume we need all of that to stand out online.

But there's good news. Some of the most useful tools for building visibility today are relatively inexpensive. Heck, some are even free. Others are probably already sitting in your pocket.

One of the challenges many rural communities struggle with is exposure.

I am talking about more than attracting social media views, engagement, and followers. The larger challenge is simply letting other people on planet Earth know that your town exists.

That is where marketing comes to the forefront.

How do you get the word out?

Every time we cut a new trail through the woods, not only are we changing the landscape, but we’re also changing the future of the communities that surround it.

Most of us don’t show up to a dig day thinking about hotel occupancy rates, tax revenue, or rural economic development. We’re thinking about drainage, sightlines, sustainable grades, rockwork, and building the best trail we can. And that’s exactly how it should be.

Walk into almost any small-town tourism meeting, chamber of commerce gathering, or downtown revitalization discussion, and eventually the same question surfaces: “How do we actually get people to notice us?”

Not just once.

Not just through a lucky viral post.

But consistently.

That’s the challenge many rural communities are wrestling with right now.

I’ve worked with a lot of race directors over the years.

Different regions. Different disciplines. Different goals.

But one thing always stands out to me the moment I show up on race day: Every race has a personality.

You can feel it before the start. Some races feel more grassroots and raw. Others feel polished, sleek, and fast. Some are quiet and community-driven. Others feel like a full-on festival or party.

My DMs on Instagram are buzzing daily, with conversations with race directors not only across the country but also overseas. There's something unifying about the stress of lower-than-expected registration numbers as race day looms...

If you've been following along for any length of time, you'll realize there's about a 20% overlap in content in my articles from week to week. Not only am I trying to build bridges from one article to the next, but we also need weekly reminders of many of the same things (I know, I do).

I received a DM from a race director who was sharing, "We just need to push harder on social this month." I don't think there's a race director anywhere on planet Earth who doesn't think and feel the same.

I could sense his panic. Registration had stalled. The race was eight weeks out.

When it comes to social media and creating more awareness for your race ... what would you do? Or maybe more accurately, what DO you do?