Social media algorithms vs. content creation
What does a social media algorithm want to see?
As a social media manager, many small business owners have recently asked me, ‘What do the social media algorithms want to see?’.
I don’t think anyone knows the answer to this mythical question.
Yes, we can guess – but there isn’t a guide to give definitive answers.
I believe that business owners need to stop trying to outsmart the algorithms and create consistent content that’s engaging and relevant to their target audience.
This content should be posted on the social media platforms where your audience hangs out and posted when you know they’ll be online.
Let’s explore social media algorithms and why content creation is more important than ever.
What is a social media algorithm?
Social media algorithms are rules and data that decide what people want to see online. By analysing your behaviour online, a social media platform will explore what you want to see and engage with.
You may have noticed this subtle change lately.
Before algorithms became a thing, you would have seen posts displayed in chronological order.
Now, with algorithms following user's likes, behaviours, viewing preferences and so on, posts will appear in a newsfeed based on the likelihood of what that user will want to see first.
Social media algorithms work for the user of the platform. They want the user to have the best experience, so they continue using their platform.
They aim to deliver what the user wants to see and weed out irrelevant or low-quality content.
What do social media algorithms mean for your business?
It’s common for business owners to blame social media algorithms any time their post doesn’t perform the way they think they should. There’s also been a lot of kick up about businesses needing to pay for ads to get their content in front of their audience.
Although algorithms will sometimes play a part in your post appearing in newsfeeds, they can’t be held accountable if your content posting is ad hoc.
Let me explain further.
If your posts aren’t reaching your audience, it may be due to you not posting regularly enough.
When you produce regular, engaging content that your audience interacts with (likes, shares, etc.), the algorithms will pick up that the user enjoys your content and will favour it in their newsfeeds.
However, if you’re not sharing regularly, or your content doesn’t receive any interaction, you’ll keep slipping off social media algorithms as they’ll see your content as not being relevant.
Tips for making social media algorithms work for you
Social media algorithms aren’t a terrible, mythical nightmare that you should spend hours trying to outsmart.
You will stay relevant to your audience when you’re producing engaging, shareable content that your audience wants.
Here are my top 3 tips as a social media marketing manager:
1. Brainstorm content ideas throughout the month, then block half a day from your diary to write and schedule your content. Start thinking about your content in terms of a month or a quarter rather than a day-by-day or weekly task.
2. Whenever you get a content idea, write your posts in a scheduling tool as a draft. On your content planning day, review your ideas, edit them, add to them, and schedule them.
3. Before you start to write, make sure you’ve worked out your content marketing plan so you have some ideas about what you should share for maximum engagement with your audience.
Planning your content will make a massive difference to your posts being relevant and appearing in newsfeeds.
Need help creating your social media content plan?
As a social media manager, I’d be lost without a content plan. The best way I can help clients stay visible and relevant on social media is to have a robust plan in place.
I encourage my clients to plan so their content is written and scheduled in advance. That way, it’s not ad hoc or a task they only do when they remember.
Staying consistent is the key.
To find out how I help my clients with social media, you can see my services here or email me to connect.
Here are some other blogs you may find handy:
· The importance of setting digital and social media marketing goals
· 5 of the best social media scheduling tools
· How to create a comprehensive media strategy
If you’ve got any further insights on social media algorithms, I’d love to hear your opinions – feel free to drop them in the comments.