Today, instead of doing a pre-recorded video, I went way outside of my comfort zone and did a Facebook Live, so today we’re going to be addressing all things social media marketing as it relates to the algorithms!
I got added to a group of other women doing the visibility challenge, and one of them had a question for me about beating the Instagram algorithm. Anyone who does social media for a living is familiar with this and anyone who even has a small business knows that the social networks changed their algorithms all the time. I kind of just went completely out of left field with my advice, and I don’t think she liked it. I think she was wanting to learn more about the actual algorithm itself, but nonetheless I’m gonna talk about it a little bit here. She wanted to know how she can get her content in front of more people; it’s really about the quality of your content, not trying to figure out how to beat the system.
First and foremost algorithms are different on each platform, so what works on Instagram is not gonna work for Facebook, or LinkedIn, or Twitter so on and so forth. You would need to spend your life studying each network and how their algorithm works, which is not documented anywhere, so you’d have to figure it out by trial and error. This brings me to the next point, which is why do you want to gain the system? If your content is not getting interactions, learning how to get it in front of more people is still not going to get interactions, because they obviously don’t care about what you’re posting. Your focus shouldn’t be on gaming the system, you need to figure out how to add value and showcase who you are, and if you do that more people are going to interact with your content. In turn, social networks will show your content to more people. Most algorithms show you or your audience things that it thinks you’ll interact with based on your history. If you’re posting things that haven’t gotten engagement before by gaming the system and posting it again nothing’s gonna happen… If you want to get in front of more people, instead of figuring out the organic content algorithm, you’re gonna want to go and work with somebody that will do paid advertising for you, which will be of more value.
Are there things you can do to help you beat the algorithm? Yes, you can do hashtag research, you can look at your past content and filter it by what got the most engagement, you can look at what time of day is typical, but at the end of the day you have to remember that these algorithms are in place to help people see content that’s relevant to them.
The other thing is to remember that engagement isn’t always the metric that is most important for people. If you’re going to post consistently and have your brand out, it’s creating that top-of-mind brand awareness, so that when people are ready to buy or look at service then they’ll think of you. You have to remember that just because someone doesn’t engage doesn’t mean that they didn’t see your content. It just brings us back to the point that the algorithm does not matter. You have to make a choice, do you want to spend your time, or in my expert opinion waste your time trying to figure out what that algorithm actually is? Or do you want to spend your time actually coming up with a specific content strategy and schedule that will help keep you ahead of your other competitors? If you do have any comments that are specific or questions you want us to address about social media marketing let me know, otherwise I would love to hear your opinion on what you think about the algorithms and if you take the time to learn how to beat them.
Brittany & The EDS Team
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Brittany Hardy ⎜ Owner
Brittany Hardy is the Owner of Empty Desk Solutions, a boutique marketing company located in Port Moody B.C.
Brittany is passionate about helping small businesses achieve their growth goals with marketing solutions that are both effective and affordable.
After many years of working in retail management, Brittany went on to become the Marketing Manager for Dominion Lending, Canada’s largest mortgage company. Brittany then decided it was time to pursue a life-long goal of creating her own business. Inherently, Brittany likes to help people and decided there was no better way to do this than to use her creative talent to lift up others who want to do the same thing.
The mother of three young children, Brittany believes in balancing work and home life and continues to find new ways to support and employ other mothers who want to start their own businesses or stay at home with their children.
Social media marketing continues to evolve, and Brittany and her team are passionate about helping small businesses navigate how they can benefit from these networks. Brittany has been a finalist for the Women of Worth awards, the Tri-Cities Business Excellence awards, and has most recently been featured in Small Business BC and the Huffington Post.