out of your marketing efforts when these changes are incorporated as they occur . Some of the recent changes include :
Recency still remains the name of the game
Spend time understanding when the bulk of your audience is online and ensure your posting times are in direct correlation . Posting when your audience ain ’ t there means they don ’ t get to see it .
Keep your audience engaged for longer
As we know it , engagement is the name of the game , why else will brands spend millions on an influencer who garners a lot of engagement on his / her social media platform ? Videos are a great source of engagement , it remains King . Facebook ’ s algorithm rewards brand pages with exciting content , most especially video content that encourages the audience to watch beyond a minute of video clips posted .
Live Posts are still very much in
This generates six times the traction standard videos receive . Interactions with your audience . Responding to comments , the Facebook algorithm prioritizes posts from brand pages that respond to comments from users . Also , get users to engage with one another in the comments . So , spur conversations through your CTA , it helps improve the reach of your post .
Algorithm changes happen periodically and thus it is important to track down these changes , not all strategies will work for your brand and oftentimes , some will work better than others .
Creating a branded community group is another way to ramp up and drive engagement outside your brand page . This takes commitment and a whole lot of dedication as it is worth the effort it gives your brand . Facebook groups are given high priority , as it is usually a cluster of people with like-minds engaging each other . A great way to get your brand seen .
You can equally bypass the algorithm , as Facebook stories are not weighted by the Facebook algorithm . It encourages a high influx of content as this disappears after 24 hours without running afoul of
the platform ’ s over-promotion “ unspoke clause .”
No matter the platform your brand is focused on right now , having an understanding of how the platform ’ s algorithm works does not take that much of an effort .
With Facebook , we know that you need a brand page , group page and equally leveraging Facebook stories , the type of video content prioritized , this way your brand fully leverages all of the advantages it has . However , note that this is not platformagnostic so whether you are targeting any of the social media platforms , knowing what type of content to prioritize gives you an excellent idea of how your brand should approach these platforms . Now , let ’ s address the audience .
Your Audience - Key Contrasts
There has been a lot of demographic shifting going on - from Facebook to Twitter , Tik Tok , Snapchat and so on . Which begs the question , where is your audience really situated ?
To determine the location of your audience , leveraging social listening tools helps you make better-informed decisions on the shift as the favorability of these platforms changes over time .
You do not want your brand to fall behind because your audience has “ left the building ” to the next shiny thing without you being aware of such a shift . Therefore , it is important to ensure the inclusion of tracking and social listening tools in your social media marketing strategy .
Measurable Impact
As social media expands , its users are growing up with it . How do you measure the performance of the platforms you leverage week on week ?
As we know , consumer insights and data analytic tools not only detect emerging shifts in consumer perception of your brand , they can be further used to measure a brand ’ s lifetime value when tracked consistently over time . “ The numbers prove the results ”
So , what algorithm trends are you staying on top of ? Which has had the most frequent changes occur of all social media platforms you use ?
Ms . Kehinde Ruth Onasoga is the Principal Consultant , Pandora Agency Limited . You can commune with her on this or related matters via email at : Kro @ pandoraagency . co .