Navigating the world of social media as a brand or influencer is akin to sailing on constantly shifting seas. One of the major elements driving these waves of change is the algorithm. Understanding these algorithms is pivotal for anyone looking to make an impact online.
A Glimpse into the Past
When social media platforms first emerged, content appeared in users’ feeds based on chronology. If you posted a photo or status update, it would simply appear in your followers’ feeds in real-time. This straightforward system was intuitive, but as these platforms grew and more content was produced, it became unsustainable.
Why Algorithms?
The shift from chronological feeds to algorithmic ones arose from necessity. With millions (or billions) of posts daily, platforms like Facebook and Instagram needed a way to prioritize content. Algorithms helped deliver content they believed users would find most engaging, based on a variety of factors, leading to increased time spent on the platform.
Factors Influencing Algorithms
While the exact workings of these algorithms remain proprietary secrets, some known influencing factors include:
- Engagement: Posts that receive more likes, comments, shares, and saves signal to the platform that the content is engaging and valuable.
- Relevancy: The type of content you’ve interacted with in the past influences what you’ll see in the future.
- Timeliness: While not purely chronological, newer posts are still given a degree of priority.
- Relationships: If you frequently interact with an account, you’re more likely to see their content.
The Algorithm Today
Today, the landscape is more complex than ever. Platforms such as TikTok have introduced algorithms that can make a post go viral even if the user has zero followers. This level of democratization has both excited and frustrated marketers.
Adapting to the Change
To ride the waves of algorithm changes:
- Prioritize Engagement: Craft content that encourages interaction. Ask questions, share relatable stories, or tap into trending topics.
- Post Regularly: While you don’t want to overwhelm followers, maintaining an active presence can increase your visibility.
- Diversify Content: Use videos, images, polls, and other formats to keep your content fresh and appealing.
- Engage with Your Audience: This isn’t a one-way street. Comment, like, and share relevant content from other users.
Conclusion
Understanding and adapting to social media algorithms is a constant challenge. However, with a commitment to genuine engagement and a nimble approach, brands and influencers can continue to thrive in this ever-evolving landscape.