3 Tips for Using Social Media Algorithms to Your Advantage
In the fast-paced and changeable world of social marketing, it can be difficult to maintain engagement. With the prevalence of ads on Facebook, Instagram, and other platforms, natural marketing in the field is a thing of the past. So, given that algorithms change and adapt so often, how’s a brand to keep up? Below we get into three of our top tips for making the system work for you.
Do Your Research
To know how to best approach your marketing platform to platform, you must first research and understand what makes each unique. Furthermore, understanding what each site’s algorithm targets and prioritizes is key to planning your engagement. For instance, Facebook recently changed their algorithm to put interpersonal exchanges over those of brands. The effort followed a long-term trend of Facebook becoming used more for keeping in touch with friends and family, then for more broad social posts or musings. This considered, brands looking to market on the platform should be producing posts that inspire lots of sharing and commenting (as these are the posts the algorithm deems the most engaging). Not exactly rocket science, but nonetheless important.
Don’t Underestimate the Power of Video
Research has shown that across platforms and algorithms, video content is beginning to surpass text and photo in popularity. Video is engaging, elicits more sharing, and can convey a message quickly and efficiently. Ripe for influencer collaboration, video can also be produced and edited very quickly, making it cost effective and simple to make en masse. If you are just beginning to take social algorithms into consideration, you can’t go wrong with content that universally pleases.
Embrace User-Generated Content
User-Generated Content, or UGC, is another resource that satisfies many different algorithms. UGC qualifies as any tweet, meme, video clip or Instagram picture that actual users of your brand or specific product create. Whether they are posted organically, or produced from a call to action on your end (i.e. “The first ten users to post their favorite product get one free”), you can repost at no additional cost. Since the content is created by real users, the shout out seems organic, and stands out in a sea of sponsored material.