Social Media Algorithms: Why The Algorithm Is Your Audience
Social media algorithms are frustrating, and can often cause social media marketers stress when they update and are hard to uncode. However, we are here to change the thinking of algorithms to help you redefine your marketing stratregy. Let’s delve into the world of algorithms and why the algorithm is your audience.
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A few months ago, we were invited to YouTube HQ where we got an insight into their algorithm and had a look at how YouTube Shorts works alongside their long-form content. In one of the sessions, a point was made that got us thinking – the algorithm is ultimately, your audience.
At first, we dismissed it, but when we looked into it deeper it started to make more sense. Algorithms, no matter what channel they’re on, are built around giving users the best and most relevant experience possible. This means, if your content is relevant to a user, you are more likely to appear on their feed. This is ultimately the feed of potential or existing customers.
What are Algorithms?
We all hate them – and over the years we have also made a habit out of discussing the ‘algorithm’ as a robotic source of a higher power. By definition, algorithms assist in ranking search results, and advertisements and also maintain order.
And who do they assist with? Your audience. And offering them the most relevant content. See where we’re going with this?
Why The algorithm Is Your Audience
- It’s all about you. Imagine the algorithm as a mirror reflecting your audience’s interests, behaviours, and cravings. It’s not a mysterious force; it’s your audience’s collective voice!
- Audience = algorithm. When you create content that resonates with your audience – whether it’s witty, inspiring, or informative – you’re essentially speaking the language of the algorithm. It rewards you by pushing your content to more of the right people.
- The feedback loop. Every like, share, comment, and click is a vote of confidence in your content. The algorithm sees this and amplifies your message to reach more like-minded people.
- Data-driven connection. The algorithm uses data to understand what your audience craves. So, understanding your audience is like mastering the secret handshake to algorithmic success.
- The feedback loop (again). As you engage with your audience, you’re teaching the algorithm. The more you understand their needs, the better you can serve them.
How Do I Use This To Crack social Media Algorithms?
It’s easy to get consumed by the chaos of algorithms, especially when social media and search engines are constantly changing. However, by re-assessing your outlook on algorithms and just seeing it as your audience, you can use this to your advantage.
For example, we recently talked about the rise of digital communities and how this can help with algorithm changes. Pretty much every algorithm is based on engagement, and by creating a solid community foundation which is engaged in your content, you can overcome algorithm updates as you already have that basis there.
Our top tip would be to re-assess your content and build it around your audience. By keeping in mind the 80/20 rule (80% of your content should be informative and related to your audience, while only 20% should be promotional), you can start to create content for your audience rather than algorithms or tick-boxing.
Social Media Algorithms FAQs
A social media algorithm is a set of rules and calculations that platforms use to determine which content to show to users in their feeds. It aims to provide users with the most relevant and engaging content based on their interests and interactions.
Social media algorithms consider several factors, including user engagement, content relevance, recency, and more to decide what content to display to a user. They are designed to provide a personalised user experience.
Factors that influence your feed include your interactions (likes, comments, shares), the type of content you engage with, your following list, and the recency of the content. Algorithms also consider the platform’s specific criteria.
No, each social media platform has its own unique algorithm tailored to its user base and goals. While there are common principles, the specifics vary from platform to platform.
To increase your content’s visibility, create high-quality and engaging posts, interact with your audience, use relevant hashtags, and post at times when your target audience is most active.
Social media algorithms prioritise content that is engaging, relevant, and valuable to users. Different content formats, such as videos and stories, may receive special attention on some platforms.
Yes, social media algorithms can change periodically as platforms strive to improve the user experience and combat spam or misinformation. Stay updated with platform announcements for any changes.
Final Thoughts
As mentioned above, it’s easy to get consumed by changing algorithm updates and get frustrated when it has an effect on your brand’s engagement. However, by shifting your thinking and creating content that aligns with your audience and their values, you will naturally be rewarded in the algorithm.
Using methods such as the 80/20 rule allows you to build content around your audience’s needs rather than being promotional all the time which can hurt your engagement, and therefore push you out of certain algorithms.
