Social media play a significant role for us digital marketers to make an impact online and it’s not always easy to keep up with the changes in the platforms’ algorithms. As changes are made we begin the familiar battle as competing consultants try to understand the significance of the algorithm alterations and be the one who first casts light on the mystery.
But is it really that hard?
The main goal of all social media channels is to keep users’ interest and maximize the time they spend on the platform. The longer the users are active within the platform, the more ads they see, the more data they create and the more the platform can profit. Simple.
And how do you get people to use the platform? By providing them with content that’s relevant to them and content they like to consume, interact and engage with of course. That’s the principal focus of all the changes we see.
The Social Network has announced it is now prioritizing posts from people and pages the user cares about the most and the ones they have the closest relationship with while reducing the visible presence of click-bait styled and shallow content in the feeds.
They’ve been honing this for years. It’s all about real connections and relationships. Meaning that the assets will be evaluated based on how interesting and important the brand/friend/group they follow are to them, while content from a brand/friend/group that fails to gain the users favour or just encouraging fake engagement by asking people to like, comment or share your post, makes the algorithm mark it down.
So if you as a brand want to break through the algorithm, start with implementing a creative strategy and shit hot content your consumers can use, interact with and that makes them feel engaged — not just hit them with a shit load of bland assets and hope for the best.
Unless you are able to do that then it’s not the algorithm — it’s you. Algorithms may change, but your performance doesn’t have to.