Social networks have become an important element in the digital marketing strategy for all types of businesses. These platforms not only allow your brand to build an online community, but also give you the valuable opportunity to make it visible, position it and manage it in such a way that it massively reaches members of your target audience to retain and/or convert them.

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However, managing your company's social networks requires perseverance and dedication. If you want to perform correctly in them, you must first know how they work. This is where the famous algorithms come in, a set of mathematical functions that set the rules of each social network, and that depending on how you use them, they can work against you or in your favor.  Here we show you how the algorithms work in each social network

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Instagram algorithm

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Previously, posts in the Instagram feed were organized chronologically. However, since 2016, the social network implemented an algorithm to organize publications, prioritizing the content that interests each user the most. To do this, it takes different signals such as: the content that each person is probably interested in, the date the publication was shared or the interactions you have had with the person who publishes. Some of the key aspects that the algorithm takes into account are:

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Relevance of your account: Instagram will most likely show your posts to the profiles that interact most with your content, that is, those who are most interested in what your brand offers.  

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Interaction: The more likes, comments, saves and shares your posts get, the more Instagram will consider your content to be good and relevant enough to show to other followers. At this point, early interaction is particularly important, as it will tell the algorithm that it is worth bringing your post to the top of other users' pages.

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How to beat the Instagram algorithm?

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Publish valuable content for your followers: Do not focus your content on purely commercial publications in which you constantly offer your products or services. Diversify your content categories and offer themes and content related to your brand, which is of interest and useful to your target audience.

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Retain users in your content: Create posts such as carousels or quality videos that require your followers to spend more time consuming the content. Instagram rewards content that has the ability to retain users for a period of time in each publication.  

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Post on the appropriate days and times: If you want to promote your reach and interaction, it is recommended that you analyze your account statistics and define which are the specific days and times in which your community is most active.  

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Encourage interaction: Use calls to action and create content that encourages the participation of your users. Reply to messages and comments and interact with other accounts.  

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Use hashtags: Through the use of hashtags you can reach a wide audience depending on the themes of your content. Using them correctly can considerably increase your reach and interaction.  

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Instagram Stories: Use Instagram stories and encourage interaction. The more your followers interact with you through this medium, the more your visibility will be rewarded.  

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Twitter or X algorithm

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‍When Twitter (now X) launched in 2006, tweets were displayed in reverse chronological order, based on who you followed. However, in 2017, the platform began using an algorithm to rate content using a relevance model. Thus, with this scoring system, the platform predicts how interesting and attractive content may be for each user. The highest score gains a place at the top of the timeline, and the rest of the posts continue to fall under the same relevance model.

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Here are some ways to beat it:

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Tweet constantly: Posting consistently throughout the day helps improve your reach and engagement. However, be careful not to violate the posting rules, otherwise you may be penalized by the platform.

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Use videos or images: Tweets with this type of format become more attractive to users. Create valuable content, and attract the attention of your followers with good graphic elements.  

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Use hashtags: Especially on Twitter, hashtags are necessary to improve visibility and increase your engagement. Use relevant hashtags, making sure they match your content.  

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‍Generate conversation: The more you interact with your followers, the more relevance the platform will give you. Direct your efforts to encourage conversation with your tweets. Respond and give your opinion regarding the comments of others.  

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Facebook algorithm

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Like other social networks, the Facebook feed previously ordered posts chronologically. However, today it uses an algorithm to direct each person's news section to the content that may interest them most.

To do this, they use data such as the number of people who react, comment or share your posts, to determine in which position in the News Feed you can appear. Because feed space is limited, Facebook focuses on showing posts from friends, family or companies, which, according to its algorithm, could generate interaction.

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Some keys to beat the algorithm:

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Relevant and valuable content

Create posts that generate affinity with your target audience. Diversify your content, use different formats and address topics of interest to your users.  

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Present: Post frequently, the most recent posts will have a greater chance of appearing in your followers' news feeds.  

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Interaction: Interact with your online community, encourage participation through your posts and general conversation.  

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Post on the correct days and times: Use the statistics that the social network provides you, and schedule your content for those days and times when your audience has the greatest connection.

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At a general level, the success of social networks depends on correctly knowing the rules of the game to use them to your advantage. Apply these keys to your company's platforms, and manage them like an expert.  

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We understand that navigating these waters can be challenging, but you're not alone. Schedule a free strategy call with our ABM agency CEO, Alex Hollander. Or visit our homepage for more information regarding B2B SaaS & Tech Growth Operations!

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