Social Media: What is THE algorithm and why

GUEST ARTICLE BY KIERA MUERS

If you’ve decided to start developing your business’s social media strategy, something you will have probably come across by now is the need to ‘understand the algorithm’ - but what does that mean?

Algorithms exist due to the amount of content that is being continuously posted, for example, 95 million photos and videos are uploaded to Instagram each day. Without algorithms, it would be down to each user to scroll through the content and find what they are interested in - which is pretty much impossible. For the average social media consumer, it is a helpful tool that filters content and produces a bespoke feed for each user. This is calculated by behaviours based on what a user has viewed and engaged with.

It’s important to note that algorithms are constantly evolving, there’s no quick fix to mastering them. Instead, marketers need to adapt constantly. It sounds daunting, but the best place to start is by experimenting with what you post and tracking the results. Consider reporting on your top 3-5 topperforming posts each month and use your learnings to develop your content strategy. You’ll have a better chance of success if you are able to post based on results and data rather than personal opinion.

Behind it all, algorithms are just data science supported by machine learning. Some networks, such as Facebook and Instagram, are transparent about what content will rank. For example, prioritising posts that sparks meaningful conversation, avoiding clickbait, and focusing on publishing videos over images. Although there isn’t a step-by-step guide, there are a few proven methods you can do to try and help your content rank: Encourage engagement by asking questions and starting conversations in your comment section.

Tag other accounts in your posts, such as User Generated Content (UGC) and (when relevant) other brands, in the hopes they will share your post and help it reach a new audience.

Be mindful of the hashtags you use. It can be tempting to use hashtags that rank the highest, but is it going to bring the right attention to your post? Probably not. Instead, focus on using hashtags that will put your content in front of an audience who will be more likely to engage.

Use your analytics to find the best time to post. Every social media platform provides analytics such as age and location. However, they also give insight about when your audience is most active, so you know when your posts have a better chance of being seen and performing.

Be consistent - whether you commit to a posting once a week or twice each day. Although it is believed that algorithms tend to reward accounts that post more frequently, quality over quantity is the key. It is better to be realistic with what you can achieve and stick to those goals.

Focus on video content as much as possible as is favoured by social media platforms - this is due to its ability to capture the viewers’ attention quicker and for longer, which keeps them using the platform for longer.

To summarise, it is essential to recognise that social media algorithms aren’t going anywhere, and the best thing you can do for your business is to learn how to work with them. Here are our takeaways to help get you started:

• Experiment with content - don’t be scared to post something that flops

• Track your post-performance and use it to improve each month

• Encourage engagement by starting conversations

• Tag brands and customers to reach new audiences

• Use relevant hashtags that will reach your audience

• Make the most of your analytics features

• Be consistent and focus on quality content

• Prioritise video content as much as possible