Within the world of marketing, it’s our job to stay on top of the latest updates and trends to help brands get noticed. Making relevant content is important, but if that content isn’t getting noticed, what’s the point? It’s a new year, which means social networks are making changes to their algorithms. Stay in tune with the current state of social media practices to advance your social marketing plans this year.
When you scroll through your social media feed, are half of your friends and family’s posts hidden? The most recent update could be blamed for that! Check out the 2020 social media algorithm update! Click To Tweet
What’s a Social Media Algorithm?
Simply put, a social media algorithm is what controls a person’s news feed. Have you ever missed a post? Are you only seeing half of your friends’ posts? That’s the algorithm at work. While it can be frustrating to have hidden posts, the purpose is to optimize your feed with content you actually care about. For businesses to rise to the top of a feed, understanding each platform’s algorithm is the key to success.
As one of the largest and most popular social networks, Facebook has grown to over 1.623 billion users. According to Hootsuite, its active user base is greater than any other country and is growing every day.
2020 Update: Currently, the Facebook algorithm is based on three factors, or ranking signals: user behavior, types of media, and the overall popularity of a post. So, if a user tends to interact with popular brands that share various multimedia posts, that post will be given precedence over others.
That being said, Facebook is also starting to give users more power to control their personal feed. With the introduction of the “Why am I seeing this?” button, the social network is implementing new ways to keep a user informed and in control of what they see. To keep your posts at the top of users feed, it’s important to create content that can be seen as valuable, and not random.
With new shopping capabilities, live video, and IG stories, Instagram is the rockstar of visual-based social networking. Statistics show that nearly 500 million users use the platform every day, with 67% coming from the Generation Z and Millenial ages.
2020 Update: Besides the new Create mode in the IG stories and IGTV, the Instagram algorithm hasn’t changed too much from last year. According to Instagram, “What shows up first in your feed is determined by what posts and accounts you engage with the most, as well as other contributing factors such as the timeliness of posts, how often you use Instagram, how many people you follow….if you keep scrolling, you will see them all.”
For digital marketers, there’s not a definite way of rising to the top of a user’s Instagram feed, but that doesn’t mean it’s useless. Ultimately, brands have to keep making high-quality content, reaching out to their followers, and pursuing engagement. If you have a high engagement rate, the algorithm will increase the visibility of your posts.
Although not a frontrunner of social platforms, Twitter still carries a heavy influence. With 145 million daily active users, it is a news feed worth a marketer’s time and effort.
2020 Update: The last algorithm change to Twitter was in 2017 when developers shared that timeliness, engagement, media type, and activity determined visibility. However, as of 2018, Twitter actually brought back the chronological option to give users the ability to see every post from beginning to end. Unlike other social media networks, the chronological option helps prevent certain posts from getting lost within an algorithm.
That being said, promoting a brand or product on Twitter should still include high-quality posts and consistency. Research your audience, find out when they’re online, and keep sharing the kind of content they care about to stay at the top of their timeline.
More popular within business-to-business (B2B) industries, LinkedIn is a strong networking site for employers and employees to connect. Nearly 303 active users use the platform every month, with 91% of executives regarding it as the top choice for professional networking.
2020 Update: Because of the influx of new users and the rise of influencer marketing, the LinkedIn algorithm prioritizes content that sparks a conversation through comments or shares. Interestingly, video content is also a major factor in highlight posts, especially if the video is centered around brand awareness or testimonials.
Pro Tip: To increase engagement on any of the social media platforms, respond to all comments within the first 2-3 hours after a new post. This will help to improve engagement, visibility, and the humanness of your brand.
Ever-changing World of Social Media
For the last decade, social media has been on a dramatic incline and the center of major marketing plans. Just when marketers think they have a good grasp, algorithms change or new platforms start trending. It’s a neverending job, but if you keep a tab on your followers and continue making content they care about, your marketing efforts will find success at every turn.
Connect with our social media marketing team to get the latest tips and tricks for getting your content to the top of your follower’s feeds.