Today, social media is heavily reliant on social media algorithms. It is created to sort the large volumes of content posted daily and organize it for users regarding how likely they are to engage with the posts. Social media algorithms rank content to determine when it will show up on your feed based on your previous likes, dislikes, and interests.
Understanding the ranking signals will help you strategize when and what to post based on popularity and current trends. Stay on top of recent changes to keep your content relevant and available to users on your target platform.
Posts Based On Your Interests
On Instagram, you will notice the “Explore” page is primarily videos, images, and advertisements similar to what you like. The social media algorithms work to prioritize the ideal Instagram content that you will most likely engage with.
The algorithm on every social media platform is different but with the same intent. What content will this user like and engage with? Curated by the platform just for you.
Pages Curated For You
The idea behind social media algorithms is to curate your feed to work perfectly for you. Each piece of content available is placed there depending on your searches, likes, and previous interests. It is a set of rules and signals that automatically rank content on the platform based on how likely you are to interact with it.
Algorithms are why no one sees the exact same content in their social media feed. Even if you follow all of the same accounts or have similar interests, the content available will be different since it was created specifically for you.
When you go on the “For You Page” on TikTok, for example, the videos provided on your feed are exactly for you. Algorithms are the magic behind this which is helpful for social media accounts trying to reach their target audience. Understanding the technology behind these strategies is beneficial for you and your account.
Instagram Algorithm
Instagram is known for frequent updates to its algorithms. It is always changing which can be difficult for marketers but it is important to understand the ranking signals and how they impact your posts.
Instagram Ranking Signals:
- Relationships: Content based on people you follow, message, or engage with.
- Relevance: Posts based on factors like timelines and topic trends.
- Interests: Content that is aligned with your interests and searches.
- Popularity: Posts with high-level speed and volume for engagement. Sometimes seen on the Explore page.
Although the algorithm is constantly evolving, it is important to notice key changes like their focus on video and the uptick in Reels recently. Keep up with the updates and trends that are occurring on Instagram to make the algorithm work for you.
Facebook Algorithm
Facebook considers types of content to show users how they have interacted with specific posts in the past. It tries to assess the relevance of the content by understanding the nature of your behavior towards it.
Facebook Ranking Signals:
- Content-Type: Users who watch videos or like photos will receive these types of posts.
- Connections: Your Feed will be filled with content from people or Pages you follow/interact with.
- Engagement: Popular posts are more likely to be boosted by the algorithm especially if your friends are engaging with this content.
- Content Quality: The general ranking signals are meaningful, informative, and authentic.
Marketers must work with algorithms if they want to succeed on Facebook. When they score and arrange the content based on interests, you must make it so your content is at the top. Be conscious of these ranking signals when posting on the app.
LinkedIn Algorithm
Like all social media networks, LinkedIn relies on algorithms to send content to users as well. Their number one goal is to prioritize relevant content and promote engagement. It is important to make sure your content does not end up in the spam or low-quality category.
LinkedIn Ranking Signals:
- Early engagement: Early engagement is a secondary quality test before pushing content.
- Quality: LinkedIn flags low-quality posts as spam; you should aim for high-quality content.
- LinkedIn Connections: Closer connections see more of your content and pages, hashtags, and groups are used to determine likely interest in a topic.
Pinterest Algorithm
Pinterest works differently than other social media platforms. In addition to inspiring users across a variety of verticles (fashion, cooking, DIY, etc.), it is a platform that also connects brands directly with online shoppers. It can boost visibility and drive traffic to your website by tapping into audiences that are looking for products or services specifically related to your brand. Pinterest is a search engine and must be considered as such when creating valuable content for the platform.
Pinterest Ranking Signals:
- Website quality and ownership: Pinterest judges the quality of a website based on the popularity of Pins that link to it then prioritizes that from the website owner.
- Engagement levels: Evaluated for both individual Pins and for the Pinner’s account
The Goal Behind Algorithms
Social media algorithms use their ranking signals to integrate your likes and interests with the apps. Your experience is better because they are aiming for content relevant and relatable to you. These signals rank the value of each piece of content for each user. The ranking signals change based on your activity throughout the app and it takes notice of this. The interactions you make decipher which type of content will be brought to your attention in the future.
For example, if you like or comment on accounts that post about skin care products, you will more than likely see skin care products in your upcoming feed whether organically or in advertisements. That is the beauty of the technology behind social media algorithms.
Example of Algorithms
Each social media platform works differently but here is an example of the algorithms in action. On Facebook, even if you do not follow or like a video, when you send it to someone else or watch it all the way through, the software detects this and remembers. Next thing you know, you will see similar videos to the ones that you sent to a friend in the future. Despite who you are following, the app is aiming to show you content maybe you didn’t even know you wanted to see.
Need Social Media Support? Rise Marketing Group Can Help
For our social clients, our job is to make sure your message is seen and engaged across all social platforms that make sense for your business. If you need assistance with your social media execution and keeping up with the ongoing changes, we would love to chat. Contact us and we’ll schedule a time to chat soon.
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