We are sure you’ve heard the term algorithm. But what does it even mean? Dictionary.com defines algorithm as:
A process or set of rules to be followed in calculations or other problem-solving operations, especially by a computer.
A simplified example of an algorithm is a recipe. A recipe is a step by step list of instructions or a procedure to be followed.
But how do algorithms apply to social media?
Social media networks, like Facebook, develop algorithms to determine what posts get displayed in front of users and how often. These algorithms change constantly and it is almost impossible to know the exact steps a network uses to determine what is viewed. The most consistent factor has been, and will probably always be, engagement.
You may see the same post pop up multiple times in your social media feed. These posts have received higher engagement. Meaning they have received a lot of “likes” or other reactions, comments, saves and shares. If you’ve heard of a post “going viral” it means it has received an extreme amount of engagement and has been seen by a large majority.
On Halloween in 2019, someone shared a video from their doorbell camera of a trick-or-treater who put candy into an empty bowl so the next child would be able to have some candy. Most children would see the empty bowl and move along, but this very generous child shared his wealth of candy. This selfless act was shared over and over and gave the homeowner and big-hearted child received lots of attention of local new networks, sports teams and companies. All of this attention was generated by a couple friends sharing/liking the story, that then was shared/liked by a couple of their friends and then was shared/liked an exponential number of times.
So how do you increase your engagement? There are a few keys to increasing engagement organically. The three most important are your reputation, content and consistency. Having a trustworthy or successful reputation with customers and the general public will encourage people to interact with your company. This is why you see many companies post charitable efforts or community events. Posting reviews also speaks to your reputation. Creating compelling content will also increase your engagement. Setting yourself apart by creating posts that are attention-grabbing will get people talking and double-tapping. Having a consistent presence, whether it be once a week or every day, will also help with being seen in feeds.
Increased engagement will increase your brand’s viewership online. Create a positive reputation with consistent, compelling content and your engagement and online presence is sure to increase.
Reputation + Content + Consistency = Engagement = One Key to Algorithms