With social media still dominating the internet in terms of reach and engagement, all businesses finally need to consider social media management in 2022.
And suppose you’re already doing social media work to spread brand awareness about your business. In that case, it’s essential to stay abreast of all the social media algorithm changes in the past year or so. Jovie Social reports the highlights of social media algorithm changes are already affecting (or will affect) professional social media profiles this year.
Social media algorithms sort posts in a user’s feed based on relevance rather than when they were published.
The possibility that a person will want to see something determines which information appears first in their feed on social media platforms.
Most social media feeds are used to display posts in reverse chronological order before switching to algorithms. In other words, the most recent posts from accounts that a user followed appeared first.
Setting your Twitter feed to chronological order is still an option.
By default, social media algorithms decide which material to show you, depending on your actions. For example, because those are the accounts you connect with the most, Facebook or Twitter may prioritize your closest family, friends, and followers.
You’ve probably been suggested YouTube videos to watch. This is based on your preferences, diving into what you’ve already viewed and what other users like you are watching. Categories, #tags, and keywords all play a role in recommending material on any given network.
What’s the big deal about social media algorithms?
The impact of algorithms on reach is, after all, a big reason why they’re so controversial. Social Media Algorithms are not always flawless. By a long shot, no. Despite being tuned to the nth degree, algorithms on Facebook have a habit of “hiding” stuff at random. On the other hand, there’s a well-documented YouTube phenomenon where videos suddenly gain millions of views after being recommended to seemingly random users.
And now that you know how messy algorithms can be, let’s take a look at the changes that have been happening in the universe of social media platforms.
- Facebook will highlight activities mainly from the Groups you’ve joined and the Pages you’ve liked or followed.
The last redesign by Meta puts group activities at the forefront, which would also account for lots of curated content with thousands of likes and comments. It was different before when you had to visit your groups to see more content from these parts of Facebook.
- Some users will have access to tagged listings, while others won’t. This would be useful for content creators and people using services like Marketplace to sell goods and services.
The feature is still mainly in beta, and as we know from these random feature updates, they may or may not wholly proceed to the alpha stage, and Meta won’t explain anything to users, either.
- For best results on Facebook, use Pages as the business owner and verify your identity (of course) before paying for any ads. If you’re using a personal Facebook account, all your posts should be set to Public, and depending on how much interaction you can take, you can also open the comments to Public. These steps will ensure maximum visibility and reach.
- Meta also owns Instagram, and Reels on IG have long reached Facebook’s shores. Pressing on the Video tab on the Facebook PC dashboard or the Facebook app will give you access to long and short videos from content creators from both platforms. Meta has been fighting hard to compete with TikTok, so the cross-compatibility of Facebook and Instagram is a big deal for marketing videos.
- If you want more featured on Instagram, you need to increase the number of likes per post. After that, it gets gritty for many new businesses – Instagram’s currency is the classic like, and it’s hard to organically surface without them.
- Instagram’s algorithm places a higher value on post recency. This means that content creators must publish content regularly or suffer the ire of the IG algorithm. If you only post content monthly (or even less) and fight to get more followers, likes, and engagement, you will have to divert some of those marketing resources to produce more photos and Instagram Reels to reach those traffic goals.
- A recent report on Instagram algorithm updates shows that the platform is now trying to focus on content originality, on top of upgrades to IG’s tag feature and product tags. Let’s not forget that Instagram opened its Shops a while back, and of course, it must keep up with the changing trends of online shopping.
- What about repurposed content? Both Facebook and Instagram have been showing signs of resistance in recommending user posts that contain any of the following:
- Plain repurposed content with no additional content or context
- Giveaways and contests
- Clickbait content
Managing Expectations and Working with Social Media Algorithms
Sifting through social media accounts manually would be difficult without the algorithms working. Especially for users who follow hundreds or thousands of profiles on a network, algorithms handle the heavy lifting of delivering what you want while filtering out irrelevant or low-quality content.
There’s also the theory that social media algorithms encourage corporations to pay more for social marketing. If brands cannot reach their target demographic naturally, they will resort to advertising.
This means that social networks will make more money. This viewpoint may appear cynical or paranoid, but social marketers understand that shifts in how social media algorithms prioritize paid and organic content can significantly influence.
Regardless of why social media algorithms exist, they aren’t going away anytime soon. For marketers, this entails figuring out what algorithms “desire” and what can make the material appear low-quality or irrelevant to their target audience.
If you want more engagement this year on any social media site, follow these guidelines:
- Ensure that during the first hour after you post something, interact with any followers who comment on your new content. Have time to respond to every comment within the first three hours.
- Exert effort in making thoughtful captions. Make those captions genuine to make them count. If you don’t have time, you may need to invest in social media management services.
- Questions get the highest engagement in all the years that Facebook and Instagram have existed. So you know what to do!
- There is no magic bullet to hashtag use, so try out different hashtags and hashtag techniques.
- Use Reels to obtain more organic reach with your audience while maintaining the consistency of your feed for your followers. Always keep them in mind. All your content is literally for your followers and those interested in similar content.
- Maintain your consistency! If you post at random, this algorithm will penalize you. You should update once daily, or once a week, etc. Regularity of content posting is critical.