Unlike traditional marketing mediums that pretty much don’t change, social media is constantly changing and changing at a rapid pace. In fact, every day all the major social networks are making updates. While some are subtle, some are big. That includes their algorithms.
Algorithms determine what is shown and what it isn’t, in user’s news feeds and what may be seen on one social network, may not on another.
So what is the current state of top social media channels algorithms? Here is a brief breakdown:
Currently the photo and video sharing social network that is Instagram puts emphasis on relationships, relevancy and popularity in its algorithm. That means it wants to show the best content to the most people. For a marketer, that entails analyzing the type of content that performs best with your audience and repeating with content that is similar. Perhaps your audience enjoys single images that utilize the “Gingham” filter and short videos with no filter at all. Instagram Insights can tell you a lot. Make sure you are utilizing that feature on a regular basis as people’s tastes change and what may have worked last month, maybe different now.
With Facebook dominating the national news recently, its algorithm is currently focused on news feeds that have meaningful and accurate interactions in them. Their algorithm is putting much more emphasis on content from family and friends but also business content that generate conversation. Facebook wants people talking and not just listening. For marketers, one idea is creating content that asks questions within users posts. This will hopefully get people answering which will mean it will have more “weight” with the algorithm.
Within the world of LinkedIn, strong business type content that is engaged with comes first within its algorithm. It also puts more emphasis on showing content based on connection strength. That tells you to be successful on LinkedIn you want to achieve “All Star” status within the network. That means commenting and engaging with others content in your field, being involved in relevant groups and connecting with others in your field. In time, once you do this, your original content will begin to get seen more. Just make sure it is relevant and factual. As a marketer, one type of content that always seems to work well is by creating content that gives tips instead of just self-promoting yourself and your business.
Twitter currently bases its algorithm on two things – time posted and relevance to the user as they strive to be the biggest social network when it comes to “Real-Time” information. That means scheduling tweets ahead of time may not be the best approach if you want your content to be effective. It also means not following every single person that they suggest to follow. Instead, follow the types of people and businesses that will enjoy reading your Tweets and format your Tweets to be timely and relevant. (Remember you don’t want to schedule a Tweet for next week that shows a sunny day in New York City if it is actually raining when the Tweet publishes.) People will look through Tweets that aren’t relevant, as it will show you don’t really care about your audience and only trying to spam their news feeds.
While every industry is different and no algorithm is perfect, by understanding the current state of each social media algorithm will help in creating the perfect content for your audiences.
For additional information and tips on how create content for today’s algorithms contact The Interactive Imprint at 954-254-1650 or visit TheInteractiveImprint.com.