- Hey, it's Marley with Marley Baird Media.
Today, we're talking about that big, scary algorithm,
and how to beat it.
You have thousands of followers and fans
on Facebook, Twitter, and Instagram,
but when you post your content,
it's likely that not all of them
are going to see what you post.
This is due to algorithms
that social media platforms have designed
to create a better experience for their users.
- [Marley Voiceover] Thanks, algorithm.
- I've talked about in other videos,
this algorithm makes sense,
but it makes it a challenge for us marketers
who are trying to reach our target audience.
These platforms use algorithm-based feeds
to make sure that each user doesn't get bombarded
with content that's not relevant to that person.
Each platform has a different algorithm.
These are constantly changing
to reflect the needs of the users in each platform.
So, how do you beat this to make sure
that your material gets to the top
and reaches the highest amount of users possible?
First, it's important to understand
how each algorithm works, and then I'll tell you
how you can combat them.
Your Facebook news feed.
According to Facebook,
each user has an average of 1,500 pieces
of content available to them,
but they're only exposed to about 20%.
To give users a great experience,
Facebook constantly learns user's behavior,
and it identifies what kind of content
they would most likely interact with.
So, here's what Facebook considers
when they're matching content to its users.
Every post is assigned a relevancy score.
Facebook ranks them in order of this score.
So, every time you log in, the post that's right at the top
of your news feed is the one that Facebook thinks
you'll most likely engage with.
Facebook thinks they know us so well, don't they?
Facebook ads are given relevancy scores as well.
Facebook only shows ads that could matter to you the most.
It's calculated based on positive and negative feedback
that it's expected to receive from its audience.
Friends.
Facebook is giving users options to prioritize posts
that they want to see first
from their friends or specific pages.
When you're on that page of your friend
or a business or brand that you like to follow,
you can click here, and click here to see first.
Time spent on a post.
The longer amount of time that you spend on a post,
Facebook is more likely to serve you the same kind of posts.
They're really watching us closely, aren't they?
Video Engagement.
Facebook also monitors video engagements,
such as turning on the video, increasing the sound,
making it full screen.
Positive actions such as increasing the sound on a video
will leave Facebook to interpret that you like that post,
which will lead to similar posts
being exposed to you on your feed.
So, the question is, knowing these facts,
how do you beat the Facebook algorithm
when marketing to your audience?
Create relevant and shorter-form content
that engages your audience.
Focus on increasing user time on your content,
and making it relevant to them.
Hook your audiences longer on each post
by using creative visual content.
Now, let's talk about Twitter.
Have you ever heard the term FOMO?
It's an acronym for Fear Of Missing Out.
The Twitter algorithm was designed as an attempt
to get rid of FOMO, or Fear Of Missing Out, among its users.
Tweet ranking is based on user engagement
and real-time relevance, so this means that by default,
Twitter's algorithm will put the tweets in front of you
that it thinks you will find the most interesting
at the top of your feed.
But, it's still has to be recent and organized
in reverse chronological order.
Tweets chosen are based on the accounts
that you interact with and the tweets that you engage with.
The rest of the tweets
will also be displayed right underneath.
So, how do you beat the Twitter algorithm?
Although your tweets will be seen all users
if they keep scrolling and scrolling
and scrolling for long enough,
the most new and recent tweets wheel around us.
So, the best way to get around it is to post regularly,
and make sure that you use the 140 characters well,
by making the best use of words, hashtags, and phrases.
Use things that are trending as well,
you can look on the side to see the trending topics
and get involved in them.
Be intelligent in the way
that you develop copying your tweets,
use visuals to engage and hook your audience.
Instagram Feed Algorithm.
Instagram has one of the newest feed algorithms.
In 2014, it started by changing the explore tab
to show users tailored content that is relevant to them.
My explore tab is all Disney and celebrity news.
Before that, the explore tab was about
the most popular post across all users.
Now, the feed is designed to show the moments
that Instagram believes you'll care about the most.
The algorithm works to order content
on the following factors:
post comments and likes,
the user's relationship with the one posting,
post timeliness, and content user's share.
So, how do you beat the Instagram algorithm?
Instagram will mostly show users content
that they engage with the most,
with emphasis on the time at which you posted the photo.
To beat it, post regularly, create relevant content
that is tailored to your audience,
and use hashtags that are suitable to your audience.
In beating the social media algorithms,
always take into account great content quality.
These algorithms are designed to weed out poorly made
and irrelevant content, so that great content
could be seen by the users.
I know that you have great content.
To understand what makes great content,
you can download my free,
Ultimate Content Share Worthiness Checklist,
and to better understand about social media metrics
that can help you beat the algorithms,
you can download my free and insightful guide,
Numbers Tell a Story: Social Media Metrics Made Easy.
Thanks for watching.
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- [Marley Voiceover] Chronological, order.