Don’t we all love algorithms?
We feel for you dear marketers because the constant change in algorithms just drives us out of our minds and we somehow need to keep up and adapt to each change if we want to survive in this social media game.
Obviously, we know that there is a massive amount of content getting published every day and if there are no algorithms, the social media field would become a complete mess. In order for people to engage with the most appropriate content, the algorithms are necessary to be in place, but businesses shouldn’t just generate content for the algorithms' sake. If brands can understand the logic behind how algorithms work, they will be one step closer ahead of the competition strategically.
In this post, we will answer a few general questions such as;
-What’s a social media algorithm? -How do they work? In another following post next week, we will talk about how algorithms work for some of the specific social media platforms.
Let’s start by defining what a social media algorithm is.
We can define a social media algorithm as a set of rules that ranks content on a social media platform automatically based on how individual users interact with each of them. The platforms automatically suggest what to read or watch according to likes and shares; basically engagement.
So, how do these algorithms work?
We think a great example of how they work is the TikTok feed. It’s called the ‘for you page’ because the content that users see on their pages is specifically tailored to their preferences such as the pattern they interact with different videos previously.
Each of these recommendations is suggested by an algorithm; simply a set of artificial intelligence rules that follows your preferences.
Each social media platform has a different algorithm, but they’re all based on artificial intelligence and machine learning rules and a set of ranking factors. These factors or so-called ‘signals’ are used to help these platforms rank each content piece for each user and these ranking factors are personalized because they’re based on your previous engagement within the platform.
That said, your best bet as a business would be to analyze and learn all the details about these algorithms and see how you can create content according to the rules to beat your competitors.
Make sure to keep up with all the constant changes :) at all times.