Most social media services use algorithms to curate their users' feeds based on data collected about their preferences. Social media platforms made the switch from a reverse chronologically ordered timeline to algorithms in order to improve customer experience by not bombarding them with content but rather with content that will interest them. These algorithms, however, make life difficult for businesses because they limit their reach.
Algorithms behave differently across platforms, and today we intend to investigate Instagram, Facebook, and LinkedIn in depth because these platforms are critical to businesses, particularly small businesses, in terms of lead generation and customer interaction.
For Instagram, a platform that has always been picture-focused, the algorithm has gradually evolved to include other factors as well, but it remains true to its origins, with a strong emphasis on picture quality for algorithm visibility.
Despite the fact that Instagram is primarily a photo-sharing platform, videos are equally important because they help improve engagement, which is very important to the algorithm.
The Instagram algorithm retains some relics of the reverse-chronological timeline. As a result, your posting times are required. If you post during a time when your followers are active, your post is more likely to appear at the top of their feed.
Diverse content formats, such as stories, reels, IGTV posts, and carousels, all significantly increase engagement and help catch the algorithms' attention.
The algorithm on Facebook uses three major ranking signals: who a user interacts with, the type of post they interact with and how they interact with it, and the popularity of a post.
This was done so that users could interact with people they knew, making a user's feed more relevant. Along with these major signals, they employ a plethora of personalized signals. This makes it difficult for businesses to get noticed by new users, so your focus should be on improving engagement with your existing followers.
The posting time is also important, with newer posts receiving the most attention.
The algorithm prefers videos that are longer than a minute in length.
Facebook has been cracking down on misleading posts, so make sure your captions are accurate for the content and avoid spreading misleading or incorrect information.
Your primary focus should be LinkedIn. If your business is B2B, and you have a presence on LinkedIn with professionals and businesses from various industries, you will undoubtedly generate leads on LinkedIn.
On LinkedIn, content from users with whom you have interacted frequently rises to the top of the feed.
The algorithm prioritizes video, particularly short videos, but not as much as it did previously
When it comes to engagement, comments are the most important factor, while shares are the least important.
Posting when your target audience is likely to be online is still an important factor for visibility and reach because the algorithm values it and LinkedIn still allows you to sort your feed in order of recency.
Now that you have mastered the fundamentals, you are ready to tackle the social media platforms and begin your marketing efforts!
Keeping in mind the algorithm is critical when making a post to any social media platform. Gaining a better understanding of social media algorithms and how to use them effectively will help you target your audience more effectively and improve the results of your marketing efforts.
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