We take a lot of time to discuss what companies, and their digital marketing teams can do to push their digital marketing strategy to the next level. Now, we want to take a step back and look at the platforms and what role they play. Knowing what to expect from platforms can make the difference between a successful campaign and frustration and failure. So, let’s look at one of the most essential parts of digital marketing platforms and how understanding the social media algorithm is vital.
What Is an Algorithm?
Algorithms are systems on a platform that determine what content users on those platforms see. Algorithms separate content by time, subject matter, and other factors. Algorithms also segment users, so that except for broad-appeal content, users only see content that is relevant to their interests. Algorithms are used by social media platforms, search engines, and any other platform that needs to manage how people find and access information.
Social Media Algorithms
On average, Americans spend about 7 hours a day on the internet, with 2½ of those hours dedicated to social media. Contrast that with the time spent on Google, often less a minute or less as users bounce from Google to the results of their search, you can see why understanding social media algorithms is important to a solid digital marketing strategy.
Social media algorithms begin by looking at user behavior and user content. When these algorithms look at behavior, they examine what a user likes, comments on, and shares. With video content, which is becoming increasingly popular across all social media platforms, these algorithms also look at how long users stay on the content if they watch all of a video and if they go back to watch previously viewed content. When looking at a user’s content, they note text, images, and videos shared and what interests these relate to, often by looking for keywords associated with different types of activities.
TikTok’s algorithm is a perfect example. It analyzes how users engage with the platform, noting what videos they watch, for how long, and at what times of the day. The algorithm then serves up content that matches these behaviors, with new content featuring during the user’s peak hours.
Like TikTok, Facebook uses its algorithm to serve content to users when they’re most likely to see it. Twitter uses its algorithm to personalize feeds, featuring followed content and then content deemed relevant based on hashtags and keywords that relate one user’s content to another. LinkedIn, meanwhile, uses its algorithm to help strengthen security by having it search out and remove malicious content.
Understanding how algorithms work on platforms is key to a successful social media campaign. It’s important for brands and digital marketers to recognize these algorithms have their limitations as well. Even the most advanced algorithms are limited in how they can discern information, meaning that users are as likely to receive negative or misinformation about brands as they are to receive a brand’s content. The algorithm can’t determine what is favorable to you or what is true and false; it only determines what is shared and engaged with. This is why partnering with professionals who handle reputation management is important, as this can minimize negative and misinformation that shows up in feeds.
Are You Ready to Conquer the Algorithms?
Media Components can help you build and market your brand. Whether you’re an entrepreneur starting out, a small business, or a large company, we have digital marketing solutions we can tailor to your needs. Contact us today.
