Marketers often praise social media as the “holy grail” for engaging their audiences with their brands. But the more companies use social platforms to communicate with customers, the more content competes for users’ attention every day.
As companies post more frequently to maintain a presence in their followers’ feeds, social networks are constantly changing their algorithms. One of the most notable algorithm changes came a year ago, when Facebook shifted the ranking of “branded content” to “emphasize connecting people rather than consuming media” in the News Feed.
These changes have meant that content marketing teams now have to work even harder to get their content seen and engage with their social media followers.
Early social media algorithms were fairly simple: posts were displayed chronologically or country email list based on what a person “liked.” Ten years ago, we started seeing big changes in the complexity of algorithms. Facebook started showing posts based on popularity instead of chronologically, and Instagram quickly followed suit.
Social media algorithms have become increasingly complex as networks deal with things like clickbait , spam and false reporting. The calculations now include thousands of different factors before selecting what content appears in feeds.
This also takes into account information such as the average time spent reading an article and specific trigger words that indicate important events. Today, algorithms are constantly being adjusted to encourage more personalized content.
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