Social media is a fantastic marketing tool, and if you’re reading this then you’re probably already aware of the targeting and reach that can be achieved through the various platforms. If you’re just starting out, or been at it for a while with mixed results, then there’s one thing that most businesses miss: how your business posts are displayed differs greatly from personal posts.
Way back in 2006, Facebook instigated the first algorithm-based social media feed. Doesn’t sound very exciting, but this little tweak drastically changed the way that a business reached their audience. Facebook realised that timelines were getting inundated and they needed a way for users to see what was important to them before they left. The stats were in the order of users receiving over 1,500 stories a day, but only seeing 100. The outcome of this: just because someone likes your page, doesn’t mean that they’ll see your posts.
Since the inception of algorithm-based timelines, Twitter and Instagram have also followed suit. As a user of social media, it’s easy to see why. When you’re scrolling through a long feed, you want to see that most interesting/important things first. As a business, the big questions is: how do I get people to see my posts?
Sadly, there is no magic bullet. Facebook in particularly has an incredibly complex algorithm to filter out the best bits. Frankly, the amount of information they gather is astonishing. It’s not just reactions anymore, but whether a user comments on a post, shares it, even how long they spend viewing the post. With video, it gets even more big brother, as it factors in whether a user goes to full screen, enable hi-definition video, even turns up the volume. Add to this that a business page’s relevancy is reduced against friends, and you can see the problem.
To make matters worse, the algorithms used are hidden and constantly changing. There’s no concrete evidence as to exactly what affects your visibility and by how much, other than trial and error. So, whilst you can be going fantastically for a long time, one minute modification can derail your whole campaign. Recovering from this can be a time-consuming process, one which takes away from growing your business.
So, what can you do to maximise your business’s reach? The best possible solution is to provide engaging content. Yes, sounds simple, but the more engaged your audience is with your content, the more of it they will see. If you keep them viewing and reading, clicking and commenting, then the various social media platforms will recognise the quality of your posts and increase their visibility.
If all this fills you with despair, relax because help is available. Social media managers, such as ourselves, live and breathe this stuff. We keep on top of the changes and can bring you back up to speed quickly as they occur. We’re here to get you the most out of your social media platforms, so why not give us a call now?