How to rise above social media algorithms?
Ah, social media algorithms. For some marketers, they’re like little data puzzles just waiting to be solved. But if you’re like most business trying to tackle social media, they‘re a sort of boogeyman. The great “unknown” that’s holding your content down. Social media algorithms are a way of sorting posts in a users’ feed based on relevancy instead of publish time. Social networks prioritize which content a user sees in their feed first by the likelihood that they’ll actually want to see it. “A social media algorithm is an automated calculation that decides which social media posts makes it to the top of your feed and which don’t. Overall, the top factors in most social media algorithms in 2021 are the amount of engagement that piece of content has received (especially within a short time frame) and how much you tend to engage with that creator’s content in general.” Social media algorithms vary by platform. Therefore, you can break it down by social media brand. Different types of SMA are there below:
Image-based posts versus text-based posts.
Long-form versus short-form video.
Content with links versus content without links.
Posts with one hash-tag versus posts with multiple hash-tags.
Ways to promote social media algorithm:
You’d like to run a simple social media campaign to increase your visibility and attract some new customers. You probably have at least a couple of platforms;
And you want to sure you’re maximizing your content reach and impact within each. You immerse yourself in the latest articles and instructional posts to get a sense of how to navigate the labyrinth. Just when you think you’ve learned how Instagram and twitter choose to display the content of the accounts you follow, you realize you didn’t really have good understanding of their selection process at all. Worse still, you’ve wasted precious time. As a marketer who regularly uses and is intimate with these channels, I can confirm it’s often a full- time job trying to keep up. However, rest easy with the knowledge that we can offer some solace if you’re growing weary of the ever-present need to change your game just to get exposure. Consider this end of the indoctrination period you never really needed.
The new age of online marketing:
You CAN reach your intended audience and foster the business you’re working hard for, without subscribing to the ever changing cheats, codes and secret rules of social media algorithms. It’s simpler than you think:
STOP worrying about exposure.
START focusing on the real people you’re trying to reach.
And accept the fact that those people, the real individuals whose relationships are important to your business, don’t need to be exposed to a generalized broadcast- they just need to hear from YOU. Investing in your business relationships directly, instead of using intricate and elaborate social media campaigns and automation services, will pay more dividends later on.
This means showing your customer who you are, as genuinely as possible. Even if this comes across as unpolished and informal, it will serve to increase your authenticity and, therefore, trustworthiness. No one wants to hear from bots. I think of it as taking the high road. If you think of your marketing like a moral compass, you can trust in the fact that they saying and doing what you feel is kind, respectful, and true, will rarely do you wrong. Now, that’s not to say that being nice to those people who represent your critical business relationships will get you all the way to your goal. For that, you need a process. You might be thinking, “You just said that marketing automation and mass communication
aren’t the keys to success.” To that, I would say, “correct.” But keep in mind that automation and process are not the same.
HOW TO DECODE (AND OUTSMART) SOCIAL MEDIA ALGORITHMS:
Marketers often look at social media algorithms as roadblocks. But rather than try to fight with algorithms, it’s more prudent to understand how to craft the
sorts of posts that algorithms want to see. Between trail-and-error and what we know about the current crop of social media algorithms,
there are actionable steps marketers can take to optimize their posts. The key is finding a balance between what an algorithms wants and creating compelling content for your audience. It is possible to conduct genuine and systematized one-on-one outreach to the most important people in your universe. In fact, most everyone creates processes for this very purpose all the time – they’re just so ingrained into our daily lives that it’s hard to recognize them as such. Every time you add a loved one’s birthday to your calendar you’re following a process to help
you nurture your relationship with that person. TIPS TO OPTIMIZE YOUR CONTENT FOR ANY SOCIAL MEDIA PLATFORM:
- Create short videos
- Create content which invites interaction
- Evoke humor and emotion
- UGC is key
- Write back
- Report the news
- Invite followers in
- Ask for what you want
How this social media algorithm works:
Here are some of the defining factors of this social media algorithm:
Prioritizes content from friends and family members over businesses.
Heavily prioritizes content from people you engage with (people whose posts you comment and like on, or whom you message).
Prioritizes number and length of comments.
Prioritizes number of reactions and variety of reactions.
Show both recent content from your top friends and highly engaged content from friends that you personally engage with less often.
UPDATES FOR 2021 in FACEBOOK:
The most significant updates for 2021:
Facebook is prioritizing posts in Groups and Events. Their redesign puts more emphasis on these, as they are “the two biggest reasons people visit Facebook every day.”
Hash-tags: Facebook has implemented recommended tag listings for when you’re composing a post. Not everyone can use this new feature yet, as it is still in beta, but it could be a great way to get a bigger reach on Facebook.
Keep on top of changes:
Finally, social media should never be set it and forget it. And that includes your strategy too. Just because you have a sound strategy in place that works well today doesn’t mean the same will hold tomorrow. How the social media networks work and what users do on those networks can change almost overnight, and that means you need to stay on top of these changes so that you can adjust your strategy accordingly as they happen. While regularly revisiting your strategy in this way is absolutely necessary to staying relevant on social media, the faster you can react to changes, the easier it will be to not only stay relevant, but also to
rise above the noise.