Using Algorithms to Get the Most out of Social Media Marketing Efforts
Social media seems to be an uncharted territory, until you get to know what social media algorithms do. Social media algorithms determine which content it’s users see, and in which order. The goal is to keep users on their platform, so they typically provide content that is similar to what the user has already engaged with.
Many social media tips are conflicting. What works for some may not work for others. Here, we’ll dive into how to use social media algorithms to get the most out of your social media efforts.
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Social Media Algorithms: Explained
5 min read - Get the most out of your small business marketing efforts by learning what the Algorithm does.
The Engagement Factor
Get to know your target market’s interests and the types of posts that they engage with. Since Algorithms show users content similar to what the user has already engaged with, you should be posting content similar to what your target market is currently engaging with.
“Engagement” happens when a user:
likes a post
comments on a post
responds or reacts to a story
follows an account
shares a post to their story
shares a post with a friend
sends a message
When you engage with others, your account’s visibility goes up, therefore driving engagement toward your page.
Provide interesting content to increase engagement
The goal is for your content to reach as many people as possible, so you want users to share and interact with your post.
Take engagement a step further by initiating it on your end: by asking questions in your post, by sharing helpful information on a relevant group, etc. Don’t be afraid to reach out to your target market, because organic engagement goes a lot further than you’d think.
Engage with the industry
Engage to gain a reputation in the industry, and to better reach the industry’s audience. Here’s how:
Follow industry-related hashtags so you see top-performing content on your news feed.
Engage with industry leaders and experts by joining their conversation.
Join industry-related groups and add value to them, to be seen as a leader in the space.
Ramp up your engagement before and after posting
Engage with your followers and industry-leading posts by:
Like, comment on, and share posts
Add to your story (original and shared content)
Respond to or initiate direct messages
Do this before and after you post, so you enter the Algorithm as an active user. This will help your post to gain more impressions.
Do Hashtags Work?
Hashtags have been a controversial topic and highly recommended by social media experts since the day hashtags were born. Yes, hashtags are key to reaching a people that follow the hashtag, and hashtags are used to determine relevancy of your post as well.
You would think that the more hashtags you use, the more accounts you will reach. However, a study done by Mention.com reveals that using a small amount of high-quality hashtags is more effective than using a large amount of varied hashtags. There are many studies out there with conflicting evidence, but since the algorithms change so frequently, it’s best to test your options and keep track of what works best for you and in your industry.
We recommend staying away from general, broad, overused hashtags like #love or #beauty. Longer, specific hashtags, or even local hashtags, will have less competition and a more in-tune audience.
Take Advantage of the Recency Score
Algorithms factor in the recency of posts while ranking content for a user’s news feed. Posting consistently and frequently will help your business stay at the top of those news feeds. Be sure to consider the time of day that you post. Try to imagine what your target market does on a typical day, including the time they spend on social media. Are they scrolling through social media on their lunch break? Or are they unable to until their kids go to bed? It will differ, so keeping track of what time of day works best for your account over time will shine a light on what to do moving forward.
If you use Facebook Business Suite to plan your posts, the calendar will tell you the time which your followers are the most active.
Videos and Reels
Algorithms take into consideration the type of content you post, so try posting a variety of content to increase the likelihood of reaching a broader audience.
Many experts say that videos and reels are the best way to reach a broader audience, however, if everyone is posting reels, than you might drown in the ocean of reels.
Facebook ranks videos based on originality, loyalty, and viewing duration. If you can create an account that users seek out videos from, you are likely to rank higher in the algorithm. If users watch the video for more than one minute or a third of the total video time, then that video is likely to rank higher in the algorithm as well. Keep in mind that Facebook is competing with TikTok, and trends in social media are moving more toward videos versus posts with text and/or images.
Reels are prioritized in Instagram’s algorithm, and have their own algorithm to sort through as well. To gain traction, add popular sounds to your reel. Go to the Reels section of an industry-leading hashtag to find what is currently working the best.
Be Cautious of Unpaid Advertisements
Algorithms are aware of the type of content you post. Algorithms assume that a photo with text on it that has an external link in the caption, is most likely an advertisement. Links to other websites drive traffic away from the site you are posting on, which in turn costs that site money. Unless you are paying to promote content like this (photo with text, link to a different site), or paying to run this content as an ad, it is unlikely that the Algorithm will favor your content.
In Conclusion
Getting to know what the algorithm does, and acting accordingly, may help your social media account reach higher engagement. To be successful, it is critical that the engagement converts into sales from your website. Like we said before, what works for others may not work for you.
Track your own social media success
Algorithms change frequently and differ depending on who your audience is, so it’s important to note what works for your business and what doesn’t. We recommend keeping track of the following metrics:
Time of day posted
Engagement (likes, comments, shares) within time intervals (daily or hourly if relevant)
Impressions and click-through rates
Website visits (daily)
Sales and/or Return on Investment (ROI)
Keeping track of these metrics can shine a light on areas that work for you, as well as give you a big-picture summary of what you are posting. You can audit this data to discover which content may be most successful to post next.
We wish you all the best in your social media marketing adventures, and we’re here to help if you need a break from creating content and engaging with your followers. See our Services page for more information or feel free to reach out any time!
Thanks for reading,