The Algorithms of Facebook, Instagram and LinkedIn: What is it and how do you master it?
An algorithm is essentially defined as a set or rules or processes used to solve a problem or work towards an end result. In terms of social media, an algorithm is a process with which each user’s posts are filtered and shared with others based upon a number of factors such as their online behavior, interests and profile interactions. Algorithms are important because they determine whether or not your posts reach the top of your follower’s newsfeeds. Social media algorithms can be quite a difficult topic to grasp especially when platforms such as Instagram and Facebook are continuously making changes to how user’s posts are viewed. This can be equally frustrating for business owners and marketers as having your content visible isn’t as simple as it used to be. Previously, posts were shared to users in chronological order so timing your posts was a top priority. Nowadays, the algorithms are based upon a number of factors and will vary depending on each platform. Although they are undeniably inconvenient at times, learning the ins and outs of each social media platform’s algorithmic approach will greatly benefit your organic reach. THE FACEBOOK ALGORITHM Being one of the most popular marketing platforms, Facebook is an ideal space for businesses to reach out to potential customers or clients. However, recently Facebook has made it harder than ever for businesses to reach people organically. This is due to newsfeed changes which mean Facebook users are more prone to seeing content from family and friends as opposed to businesses. Facebook essentially prioritizes posts which are from profiles you frequently interact with, or posts which have a large number of reactions or comments and video content. Some tips for mastering Facebook’s algorithm include sharing your businesses content on your own personal account, frequently interacting with your account followers or friends, encouraging others to share your content and utilise video content as much as possible. Also, ensure your business page is set to public so you are still visible to those who don’t follow your page. Boosting posts and Facebook ads aren’t organic, but are highly beneficial for business and do guarantee audience reach. THE INSTAGRAM ALGORITHM The Instagram algorithm has received much criticism over the past year especially from social media influencers and business owners who rely solely on the platform to operate. Timing of posts was always one of the main features of the Instagram algorithm in the past. It still is important; however Instagram also prioritises other features such as profiles users frequently engage with, the popularity of posts (including likes and shares) and hashtags each user follows. It can be very tricky for posts to be seen by users if they are not frequently interacting with their followers. If you want your posts to reach more of your followers organically, interact with your followers on a regular basis. By commenting, liking and sharing their content, in return Instagram will prioritise your content. Utilise hashtags, and use as many as you can (Instagram allows up to 30) based on a number of categories such as location and hashtags relevant to your content and industry. Post consistently and at times where your followers or target audience are most active. If your account is set to a business profile you are able to see this in your insights tab. Finally, share your content on your story highlights. Although they do last for only 24 hours, this is an additional way to share your content with your followers and can track who has viewed it. THE LINKEDIN ALGORITHM LinkedIn is potentially the most popular social media platform for B2B marketing. Quite similarly to Facebook and Instagram, LinkedIn prioritises a number of factors in their algorithm. When sharing content on LinkedIn, it’s important to keep it professional and ensure it provides value for its audience. LinkedIn will favor content from profiles which you have interacted with previously as well as posts with high levels of engagement (shares, likes, comments etc.) and does not particularly favor content from business pages. In order to obtain good organic reach on LinkedIn, share your content on your business pages as well as your own personal accounts. This will enhance the likelihood of your posts being viewed and provides a more personal approach. Posting various formats of content such as text, image and video will also boost your visibility. And finally, as with all social media platforms, be consistent! Social media algorithms aren’t necessarily the easiest concept to grasp and will take some time to understand entirely. The best step you can take is to stay updated with each social media marketing platform and make note of any changes which occur to their algorithms. The more you familiarise yourself with each platform, the greater you will become at mastering the algorithms!
Facebook ads: What are they and how they can help your business grow
Feeling overwhelmed by the ever-evolving landscape of social media marketing? You’re not alone. As a business owner, you’re constantly juggling multiple priorities, and keeping pace with the latest trends across all the social media platforms can feel like a full-time job in itself. But there’s a powerful tool that can simplify your marketing efforts and unlock exponential growth for your business: Facebook ads! Why Facebook Ads Are a Must-Have for Your Business in 2024 Unmatched Targeting Precision: Imagine being able to reach your ideal customer with laser-like accuracy. Facebook’s detailed targeting capabilities make this a reality. Go beyond basic demographics like age, location, and gender, and delve deeper into interests, behaviors, and connections. Leverage Custom Audiences to re-engage existing customers and utilize Lookalike Audiences to discover entirely new audiences who share similar characteristics with your most valuable clients. Amplify Your Reach: In the crowded digital arena, organic reach is becoming increasingly elusive. Facebook ads give your business the boost it needs to cut through the noise and ensure your message is seen by the right people. This is especially crucial for local businesses aiming to connect with customers in their immediate vicinity. Become a Lead Generation Powerhouse: Building a strong lead pipeline is essential for sustained business growth. Facebook ads empower you to capture valuable customer information by offering enticing lead magnets like ebooks, guides, webinars, or exclusive discounts. Lead ads streamline this process, allowing users to seamlessly provide their contact details without leaving the Facebook platform. Drive a Surge of Website Traffic: Want to increase website visits and generate more leads? Strategically placed Facebook ads can act as a powerful catalyst. Whether you’re promoting a new product, a captivating blog post, or an irresistible offer, Facebook ads can direct a flood of qualified traffic to specific landing pages on your website, driving conversions and fueling business growth. Marketing That Fits Your Budget: One of the most compelling aspects of Facebook ads is their cost-effectiveness. You retain complete control over your ad spending, setting daily budget or lifetime budget limits that align with your financial resources. Even modest investments can yield impressive results, making Facebook ads accessible to businesses of all sizes. Effortless Campaign Management: Navigating the complexities of online advertising can be intimidating, but Facebook simplifies the process. The Facebook Ads Manager offers a user-friendly interface that makes campaign creation and management a breeze. Monitor your ad performance in real-time and make data-driven adjustments to optimize your campaigns. The Meta Business Suite further streamlines your workflow by allowing you to manage your Facebook ads alongside your other social media activities. Re-Engage and Convert with Retargeting: Have you ever browsed a website, left without making a purchase, and then seen ads for those same products following you across the internet? This is the power of retargeting, and Facebook ads excel at it. Re-engage potential customers who have previously interacted with your business, gently reminding them of your offerings and guiding them towards conversion. Selecting the Right Facebook Ad Objective for Your Business Goals Facebook provides a diverse selection of campaign objectives tailored to specific marketing goals: App Installs: If your business has a mobile app, this objective is designed to drive downloads and expand your user base. App promotion can be highly effective with Facebook’s targeting options. Sales: For businesses focused on driving online sales and revenue, this objective optimizes your ads to reach users with high purchase intent. Sales ads can feature compelling offers and direct users to product pages. Lead Generation: This objective focuses on capturing valuable customer information, such as email addresses and phone numbers, to nurture leads and build relationships. Brand Awareness: If your goal is to increase brand visibility and recognition, this objective will optimize your ads to reach a broad audience and maximize impressions. Traffic: Drive a steady stream of visitors to your website or specific landing pages, whether it’s a product page, a blog post, or a contact form. Engagement: Encourage interactions with your Facebook posts, such as likes, comments, and shares, to foster a sense of community and boost organic reach. Video Views: Maximize views and engagement for your video content, leveraging the power of storytelling and visual communication. Exploring the Diverse Landscape of Facebook Ad Types Facebook offers a variety of ad types and ad formats to cater to different marketing objectives and creative styles: Image ads: Simple yet effective, image ads leverage compelling visuals to capture attention and convey your message. A single image can be very effective when paired with strong ad copy. Carousel ads: Showcase multiple products, services, or offers within a single ad unit, providing a more immersive and engaging experience. Video ads: Harness the power of video to tell your brand story, showcase your products, and connect with your audience on an emotional level. Vertical video is becoming increasingly popular on Facebook. Boosted posts: Amplify the reach of your organic Facebook posts by allocating advertising budget to reach a wider audience. Mastering the Art of Facebook Advertising: Best Practices To maximize the effectiveness of your Facebook ad campaigns, adhere to these best practices: Define Your Objectives: Clearly articulate your goals for your Facebook ads, whether it’s lead generation, driving sales, or increasing brand awareness. Your ad objective will guide your campaign strategy. Know Your Audience: Develop a deep understanding of your target audience, their needs, interests, and online behavior. Effective audience targeting is crucial for success. Craft Compelling Ads: Use high-quality visuals and persuasive ad copy that resonates with your target audience. Set a Realistic Budget: Start with a manageable budget and gradually increase it as you gain experience and see positive results. Monitor Your Performance: Regularly track your ad performance, analyzing key metrics, and making data-driven adjustments to optimize your campaigns. Use the Meta Ads Manager to track your progress. Include a Strong Call to Action: Clearly communicate what you want users to do, whether it’s visiting your website, making a purchase, or signing up for your email list. A clear action button can
