Social media has become an important tool for marketers seeking to connect with audiences, wanting to build brand awareness, and drive engagement. The number of people who use social media platforms is continuously growing and because of this, it is becoming more challenging for marketers to gain organic reach and visibility. Social media algorithms play a large role in determining what content appears on users’ feed. Understanding how these algorithms work is vital to boost organic reach. This article will help with how marketers can navigate social media algorithms and effectively enhance their organic reach.
Understanding social media algorithms
Different social media platforms such as Instagram, Facebook, Twitter, and LinkedIn all rely on complex algorithms to curate users’ feed and show them content that they are most likely to find engaging and relevant. These algorithms are designed to prioritise content based on different factors such as user behaviour, content type and timing.
While the specifics of the algorithms on each platform are closely guarded secrets, some common elements can be identified:
Platforms make content that people engage with the most a priority. Engagement metrics such as likes, comments, shares and click-through rates indicate the content is resonating with the audience.
Algorithms use behaviour and preferences to determine if content is relevant to a user. Content that aligns with their interests will more likely be shown on their feed.
Recent content often will receive a higher priority in users’ feeds. This means marketers should be encouraged to make posts regularly and take advantage of peak engagement times.
Different content types perform differently on various platforms. Interactive content might receive higher visibility due to its engaging nature.
The strength of connections between users will also impact the visibility of content. Posts from friends or families are typically more prioritised than posts from brands.
Actionable strategies marketers can use to boost organic reach on social media
Create high quality, engaging content:
Marketers should focus on producing valuable content of good quality to resonate with your target audience. Encourage user engagement by posing questions, inviting opinions, and responding to comments promptly.
Know your audience and optimise timing:
Understanding your target audiences bahaviour is crucial to maximise your organic reach. Utilise analytics from social media platforms to determine when your audience is most active then experiment with different posting times to identify the sweet spot for engagement.
Embrace video content:
Videos have the power to capture the attention of your audience and encourages higher engagement rates. Consider creating short and attention-grabbing videos that align with your brand’s message.
Leverage stories and live streams:
Use stories to share real-time updates or exclusive content and engage with your audience through live Q&A sessions or events. Authenticity and spontaneity can go a long way in boosting organic reach.
Encourage user-generated content (UGC):
Encourage your audience to create and share content relating to your brand. Utilising user-generated content expands your reach as well as builds trust and authenticity around your brand.
Utilise hashtags strategically:
Research the relevant and trending hashtags in your industry but also avoid using too many hashtags per post.
Engage and respond to comments:
Be sure to actively engage with your audience by responding to comments or messages promptly.
Collaborate with influencers:
Influencer marketing is a way to extend your organic reach. Find influencers that align with your brand’s values. This will introduce you to their dedicated followers, expanding your reach.
Analyse and optimise performance:
Regularly monitor your analytics on social media to gain insights to the performance of your content. Identify patterns and adjust your content strategy accordingly.
Navigating the different algorithms can be tricky for marketers, but understanding how these algorithms work and using strategic approaches can significantly boost organic reach.