“A way to beat” social algorithms and increase social media reach
Every social network filters content using algorithms that are updated, changed and sharpened with every iteration/update.
Every algorithm is aimed to keeping bad, non-engaging content out of the newsfeed of users.
But on two occasions, typically, the effect of the algorithm is either zero or very little.
- When a new social platform launches
- When a social platform launches a new content format
This is why (among other reasons) Facebook videos enjoy greater reach than photo posts.
And that’s why Instagram’s new feature — Instagram Stories — will get massive reach within the network. At work, using our Instagram account, I found many Instagram Stories on top of the newsfeed from people whose other posts I don’t even see on the newsfeed.
The general principle here is something every savvy marketer knows and applies — even if unconsciously. Embrace what’s new. Especially on social.
Not every new feature wins, of course. But every time there’s a new content feature and a marketer gets to use them first, curiosity gets the crowds paying attention to your content. And that snowballs into engagement, reach and traffic.
