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The algorithms that run social media sites determine what users see and how well it does. Significant algorithm improvements have been released by platforms like Facebook, Instagram, LinkedIn, and Twitter in recent years to improve the user experience. It is crucial for marketers like us to stay up-to-date and adapt in light of the fact that these shifts have affected content strategy in terms of organic visibility, engagement rates, and audience reach.
The loss in organic reach is a major effect of algorithm upgrades. The average organic reach on Facebook has dropped from 16% in 2012 to around 6% in 2021, according to a report by Hootsuite. Organic reach for business accounts on Instagram has dropped from 30% to 7% because of recent algorithm adjustments. As a result, marketers must adjust their content strategies to meet the demands of algorithms or risk being hidden from their target demographic.
In addition, likes, comments, and shares are highly valued by the algorithms that govern social media. Social media giants like Facebook put emphasis on the quality of user interactions, with the most engaging posts appearing at the top of users' news feeds. Instagram is remarkably similar in that it prioritizes posts that have received many likes and comments. As a result, it's more important than ever for marketers to provide material that does two things: initiates conversations and engages individuals.
The ability to reach a wide audience is another crucial factor influenced by social media algorithms. Since Facebook's algorithm places a premium on connections, content makers who focus on specific subsets of the population may get greater reach and interaction with their posts as a result. For example, the LinkedIn algorithm favors posts that are both highly relevant to its target audience and highly interesting to that audience's peers. This helps you zero in on a smaller subset of readers who are more likely to respond to your material.
As a result, content marketing approaches must adapt to the ever-shifting landscape of social media algorithms. Digital marketers need to keep up with the ever-changing platform algorithms and alter their content strategies to maximize organic reach, boost engagement, and zero in on their ideal customers.
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