What is a social media algorithm, and how does it affect my marketing?

If you market your business and products or services on social media, there’s a strong chance you will have heard of the term ‘social media algorithm’. When it comes to social media marketing, this is one of the most important aspects to bear in mind – besides the quality of posts and satisfying your audience’s needs.

Much like Google’s algorithm, it is constantly shifting to meet the needs of users and to sift out spam. However, there are a few basic principles that remain the same. Understanding these can make a big difference to the performance of your post.

Active interactions

Facebook is attempting to make active interactions the basis of how they measure the quality of a post. This includes comments, sharing and reactions. Comments, especially longer ones, are at the very top of the list.

It tells social media channels that your contact is meaningful and sparks conversation. To get around this, ask questions in your posts, and comment back when possible to encourage even more interaction.

Passive interactions

Less important, but still holding weight, are passive interactions. These include viewing a video and clicking on links within the posts. For this reason, it is always encouraged to use albums instead of singular photos, use captivating thumbnails on videos and include organic links in your posts.

Sponsored posts

Paying for reach is an obvious way to get your posts into people’s newsfeeds. Combined with the above points, a little spend can go a long way. You can target specific locations, interests and age groups.

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