Have you been posting quality content lately and wondered why you’re getting very little engagement? Did your posts used to get likes, comments, and shares, and now it seems barely anyone notices you? Chances are you’ve become a victim of that social media platform’s algorithm changes. But before you complain, you should remember that social media platforms like Facebook, Instagram, TikTok, and Twitter charge you nothing to use their services.
So, if you’re using social media to reach an audience for your business, you can’t protest when these platforms change their algorithms to optimize users’ experiences. This means that your content could be left unseen by your followers if the algorithm determines that your content isn’t a priority for that user. However, what you can do is shift your social media strategy so you can make the algorithm work for you. Here’s how:
Understand how the algorithm works
Social media platforms changed their algorithms so they can prioritize content in a user’s feed based on what they think that user will like. These mathematical rules help maintain order in feed posts based on relevancy to the user instead of publishing time.
Avoid outbound links
Have you ever posted a blog on your website and tried to promote it by adding its link to a new post on Facebook? This used to be able to get you more readers to your blog post. The problem with the new algorithm is that it’s not a fan of outbound links or any content that will take the user away from its platform.
Don’t be “spammy”
Spam is one of the algorithm’s biggest enemies and one of the things the algorithm aims to prevent. It’s fine to engage with your audience authentically with meaningful and relevant comments. If you start to get spammy, the algorithm will notice and limit your reach.
Leverage stories
Instagram and Facebook stories appear at the top of the app and, therefore, are the first things your audience sees when they visit these platforms. Post more stories because your audience is more likely to see these stories than your post. Once they start viewing your stories and engaging with them, the algorithm will learn that the user finds your content relevant to that user, and your regular posts will start appearing on their feed more often.
Create content that’s meant to be interacted with
The algorithm rewards content that receives engagement. Therefore, you should be designing content that encourages people to not only like but to comment and share. Think about content that poses a question that will start a conversation or is compelling or educational enough that people will want to share it.
Appeal to your audience
Sometimes the best thing you can do is reach out to your audience on a personal level. Explain in a post or your stories that you’ve been affected by the algorithm changes, and you’re sad that your followers may not see your posts as often as they’d like. Give them a tip on how to stay connected.
On platforms like Facebook, users can choose certain accounts as their Favorites, and those accounts’ posts will appear higher in their news feed. There’s a similar option on Instagram in which you can click the bell icon that appears on the user’s profile page. Clicking the bell icon allows you to set notifications whenever that user has a new post, story, reel, video, or live video – ensuring you’re always updated on their social media activities. Ask your followers to do this for you but also assure them that they won’t regret it by continuing to give them content that is relevant to them.
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