Do you want to beat the algorithm? Ensure your posts get seen by all your followers? Boost engagement, double your DMs and hit a million followers?
We all love these quick fix promises. Tips that ‘guarantee’ an overnight change in your social media fortunes and, possibly more importantly, lay the blame for a stagnating growth rate at the door of The Algorithm™. The problem is that there is no quick fix. There is no secret sauce. There is no “beating” the algorithm.
The secret of the algorithm is that there is no secret to the algorithm.
The real secret is that even the likes of Facebook don’t know the secrets of their own algorithm. They set it up and the algorithm then teaches itself based on the billions of actions on the network every day. You can’t beat the algorithm; nobody knows how and it is constantly changing anyway.
Everyone’s feed is different
Social media algorithms are designed to make the network as addictive as possible for every single person, so they show every single person different things based on their personal interactions with content on (and off) the platform.
Platforms are aiming to show content to people which keeps them on their platform longer, that makes them engage more on the platform. If someone has bought from you, likes your page and regularly engages with your content, they will be shown more of your content. If someone likes your page but always scrolls past your posts, they will be shown less of your content. This is partly what creates the “I’m only shown my top 25 people” style posts, you’re not but if you only regularly engage with certain people you will be shown more of their content and less of everything else.
We control our own feeds; what we consume and react to is what we get more of.
The “trial” feed
There is a theory that posts are shown to a percentage of your followers initially and, based on their response, then distributed more widely. I don’t work for any social network so I cannot confirm nor deny that. What I will say is that if it is the case, you shouldn’t be changing your content or tactics because of it.
There is evidence for this. Certainly if Instagram considers your activity to be sketchy; liking/commenting/following too fast (i.e. like a bot), using banned hashtags or if you’ve been reported several times, they will limit your reach for a period of time. Honey Bee Social have an excellent article about Instagram shadowbanning and banned hashtags which includes a full list of banned hashtags.
How to beat the algorithm
Create great content.
It really is that simple. Create content that is designed specifically for your target market. Be interested in their ideas, experiences and opinions. Add value, ask them questions, be more than a sales account. Offer people something and be clear about what you want. Be a human!
It’s hard work and time consuming, that’s partly why you need a social schedule which you can maintain, not a more more more attitude. Putting out content which is truly tailored to your ideal client will always give you the best chance at success on social media.
The algorithm tl;dr*
If you’re struggling on social, the first place to look is your content. Nobody wants to consider that their content isn’t great or that it’s not what their clients want but it’s far more likely than The Algorithm™ taking against you.
For advice on where your content needs tweaking and how you can improve your social content, my social media audits are just €50/platform. I also offer monthly social media management for all sizes of business, book a free, no hard-sell discovery call now to chat about your needs.
*tl;dr = too long; didn’t read. The key information from the post.