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Social networks are indispensable in a digital marketing strategy and this you probably already know. But how to perform well in each of them? One of the first steps is to understand how it works! Check now how the algorithm for Instagram, Facebook, LinkedIn and Twitter works.
How can I perform better on social media and achieve results for my company?
This is the question that many ask themselves, either at the beginning of their digital marketing strategy or when they already have a well-designed tactic.
One of the main points of analysis that anyone who wants to obtain exponential results and with reduced costs on the main platforms today is the algorithms.
This is because by understanding the algorithm, it is possible to understand how each network works and in which to invest.
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With this in mind, we have prepared this guide on algorithms of the main social networks today: Instagram, Facebook, LinkedIn and Twitter.
Instagram started out as a network without an algorithm – the feed was organized chronologically, so that the most recent posts appeared first and just swipe to see the oldest ones.
In 2016 this changed and, although it is not known exactly how the algorithm works, there are 3 key factors that affect how posts appear:
- Temporality: although the posts are no longer chronological, Instagram still takes into account how recent an image is;
- Engagement: the total engagement of a post, which is measured through comments and likes, especially in its initial moments, causes a post to be prioritized or not;
- Relationship: the network prioritizes the posts of the accounts with which the user most engages, whether through comments, likes, direct messages or searches.
Basically, Instagram tries to understand the user’s interests and the engagement potential of each post to show relevant content first and achieve higher engagement rates on the network.
This seems to be working: Instagram is currently the most engaged social network of users.
And it is clear that this factor has attracted strong investment in ads, since brands are increasingly looking to obtain results through these platforms.
This logic also applies to Instagram Stories, the darling of the moment among users: even following a temporal order, in which the most recent stories tend to appear first, the algorithm privileges the stories of the accounts with which the user most engages.
Thus, engagement in Stories and feed posts, along with the user’s search behavior, the people he talks to and the accounts he follows, affect the order of posts.
How to perform well on Instagram?
We can see that Instagram is a network that favors proximity between users, both with other users and with company accounts.
Therefore, the great secret in this network is to promote this proximity. How to do this? Here are some tips for you:
- Find out the best posting time: do tests and understand when your posts get more engagement. You can start these tests by following the recommendations in this post, but see what works best for your brand’s reality.
- Create good visual content: Instagram is a visual network, in which images and videos clearly dominate over textual elements. Thus, investing in quality production and a brand identity is essential. Getting out of the obviousness of photos and investing in videos can also be a differentiator, since this is an increasingly valued format.
- Create calls to action: invite people to comment on your posts, tag friends, send direct messages or click on the bio link. This increases engagement, which is a good sign for the algorithm.
- Use hashtags: using strategic hashtags (you can learn how to do this in this post on the subject) increases the reach of posts, makes it easier for users to find them, and if your post has high engagement rates, it may still be featured in the hashtag category.
- Respond to comments and mentions: if someone mentions your brand (either in a feed or Stories post) or comments on your post, be sure to respond and engage. That’s because Instagram also analyzes your engagement to assess the relevance of your account and your posts.
- Invest in Stories: the format of Stories, inaugurated by Snapchat, is undoubtedly one of the most promising for the future of social networks. More and more people consume this type of content, so it is essential that brands invest in it. In addition to being a good sign for the algorithm that you are constantly producing content, being on Stories always leaves your company’s brand engraved in people’s minds.
Want to discover more tips? I have separated four contents that will help you have an incredible performance on Instagram:
LEARN MORE ABOUT INSTAGRAM
– Read this full post on the Instagram algorithm with everything about it!
–Learn to do Marketing on Instagram and get exponential results
–Check out this ebook and learn how to get results organic on Instagram (no ads!)
– Do you already have a consistent strategy on Instagram Stories? Find out now how to use this feature to leverage your results!
Facebook inaugurated the algorithm on social networks, as it was the first network to think of something to categorize posts. This is because the high volume of posts was too much for users and caused the posts to be lost quickly by the feed.
Thinking about user behavior patterns, the most relevant pages and engagement, Facebook started to develop algorithms with the purpose – at least in theory – of making the content more relevant for each individual.
To date, no one has unraveled the network’s algorithm – which would be quite pretentious, since it takes into account hundreds of thousands of factors. But some crucial points on which Facebook’s algorithm is based are:
- The range of posts available to be shown;
- who posted the content and level of the user’s relationship with that person (or brand);
- O network engagement of the user with that post;
- O engagement potential of that post for the user, which takes into account his previous engagement and behavior. So, for example, if the algorithm understood that you would rather watch videos than read texts, more and more videos will appear in your feed. This also happens with the theme and several other elements.
In addition, Facebook has created a kind of post relevance score, which is based on several factors, which are:
- post information level: news and hot stories are given priority;
- authenticity of the post: native posts are considered more relevant;
- potential to receive clicks: posts with visual content (images and videos) are preferred;
- engagement potential: the more reactions, comments and shares, the more that post is shown, as there are more chances for the user to engage;
- how long the user will relate to that post: One of the most common behaviors today is to slide the feed relentlessly. So, when you stop this behavior to actually consume a post, Facebook understands that it is more relevant.
However, since its creation, the network algorithm has undergone several changes, going through several changes.
Earlier this year, Mark Zuckerberg, founder of the network, announced that Facebook will increasingly prioritize posts made by friends and family and in groups that the user participates in.
So, this is a new factor that influences the order in which the post will appear.
Currently, we can see that the Facebook feed is mostly dominated by posts from groups, people we interact with and the pages we are most engaged with.
All of these factors, of course, have several implications for brands that market on Facebook. So, let’s get to the point:
How to perform well on Facebook?
Although people do not always perceive changes in the network algorithm clearly, brands understand very well how each small change strongly impacts reach.
With Facebook’s new proposal to bring people together, this became even more evident. Now the feed is practically dominated by posts from friends, family and groups. Thus, the potential for organic brand results has drastically reduced.
This, of course, is not without intentions. Facebook (and its application network) is the main social media ad platform today. Investing in Facebook Ads today is inevitable for brands that want to expand their reach, impact more people and, of course, generate business.
This is the first tip for anyone who wants to perform well on Facebook and I strongly recommend that you apply it, as this really has the potential to leverage the results. Learn all about Facebook Ads:
In addition, some tips to apply in your network strategy are on the network are:
- invite the people who follow you to mark your page as “see first”, so your posts will always appear to them;
- encourage the user to tag other people in the comments of the posts, expanding the reach and getting more people to engage;
- consider creating a bot for Messenger, offering greater interaction and conversion points for the user. (You can learn all about chatbots in this complete ebook.)
Understand more deeply the Facebook algorithm and understand how to perform well in this social network with these materials:
MASTER YOUR FACEBOOK STRATEGY
– Marketing on Facebook: a complete guide to network success
– Understand how the algorithm works in this complete post
– Check here 5 hacks to discover the network algorithm
LinkedIn is the largest professional social network in the world and offers incredible opportunities for people to position themselves as market leaders. It is also a promising space for brands to maintain a more business-oriented stance.
But let’s get to it: how does LinkedIn’s algorithm work? Well, you should be used to seeing the “classic LinkedIn posts” if you use the network always, but will we understand how it happens?
A LinkedIn post goes through four stages of the algorithm that define its relevance:
- Content rating: when content is posted on LinkedIn, the algorithm applies a filter to categorize it into three categories: spam, low quality or good. I don’t even need to say that posts in the “good” category are privileged, right?
- Tests to measure engagement: the posted content (which is in the “good” or at least “low quality” category) is shown in the feed and the algorithm analyzes the initial engagement of the post. Posts with good engagement rates are considered positive for the algorithm.
- Checking viral posts: ok, let’s assume your post went through the previous two stages and got a lot of likes and comments. At this stage, it will undergo an authenticity check to verify that your account (or the accounts that you have engaged) are not fake and are creating an illusory engagement. The algorithm does this by checking your profile, connections and available information.
- “Manual” content review: this is the phase that stands out the most in the Linkedin algorithm – the network has employees to individually analyze the posts that have gone through the previous stages and achieved success. This is part of the network’s efforts to understand what its audience really likes and also offer this content prominently. At this stage, well-rated content has its “life span” extended, receiving higher priority even as the days go by.
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