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Sep 23, 2020

How Social Media Algorithms Affect Your Business

How Social Media Algorithms Affect Your Business

Whether you’re interested in taking advantage of social media for business growth or you’d like to grasp a better understanding of how your internet experience culminates over time, it’s important to understand what algorithms are and what they mean for you.

Social media algorithms are specific calculations that various platforms such as Facebook, Instagram, Twitter, YouTube, LinkedIn, and Snapchat use to collect data on user habits. These algorithms work to optimize the user’s experience without them even knowing that the system is at work. Social media has recently taken a shift towards implementing algorithm-based newsfeeds and advertisements, and here's what you need to know to adapt to this new environment for a few of these platforms.

Facebook

Facebook has always been a known advocate for algorithm-based feeds. Currently, its algorithm takes a variety of factors into its calculation that affect the user’s experience. This includes:

  • The frequency of interactions with a type of post
  • The frequency of interactions with general content
  • If and how often the post has been hidden
  • How frequently others have engaged with past posts from the user
  • How well the post has performed with those who have already seen it

The goal is to provide the best content to the most relevant users who would enjoy it. As a marketer or brand, this means that you need to make sure that your content is the best. In addition to photos you’re already posting, try adding different forms of content, like videos, to keep your audience engaged.

LinkedIn

LinkedIn has recently shown great efforts to increase engagement on the site, including a new feed ranking optimization function. This feature expands upon the previous algorithm ranking system with an additional relevance model function that takes the account holder's perspective into consideration — not just that of the target audience base.

Over the past two years, these changes to the platform have resulted in a whopping 50% increase in website engagement. If you want your LinkedIn content shown to as many people as possible, here's what you need to know about the platform's algorithm updates: Personal connections are given greater weight in regards to its feed ranking system. Similarly, the platform's algorithm takes a person's interests into consideration based on groups, hashtags and pages followed by the account.

Marketers can be sure to benefit from these features of the algorithm to increase their organic reach and digital exposure. Overall, the key to increasing reach to more users' feeds is to promote relevant content and encourage engagement. Post authentic content at the right time, consistently. Also, videos and pictures are a great way to cater to the kind of content that the algorithm likes to promote and cultivate more comments along the way.

Instagram

It’s not uncommon for Instagram users to miss a large percentage of content on their feeds. The platform’s feed is consistently overcrowded for users, which poses challenges for the user experience and for brands fighting for advertising space and user reach. Fortunately, algorithms offer a great solution for reducing the clutter.

The platform's algorithm is constantly changing in response to the massive amounts of data it obtains by the second. Recently, Instagram's algorithm has shifted gears from using a chronologically-based feed towards a greater focus on general engagement. In other words, Instagram's algorithm tries to guess how much you care about a post based on your interactions with it, and then ranks content accordingly on your feed. It also takes into account how much you interact with your followers and who might be the closest to you.

Knowing how the platform presents content to you on your feed enables you to implement marketing strategies that influence how frequently your followers see your business on their feeds. The best way to do this is to make sure you post consistently and frequently, engage with comments, start conversations with followers, and make sure you are using good quality content.

How do brands adapt to these changes?

Overall, social media algorithms come down to your ability to create valuable and engaging content that is well-received by your audience. The algorithms are designed to benefit the user experience with quality over quantity. With this in mind, it might be time to reevaluate your social media marketing strategy so that you can maximize your impact.

Let's work together to determine what will work best for you and your business marketing plans. Contact our team at GKA a creative agency for more information.

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