Key Takeaways |
|
You should never strive to beat the system on social media, but understanding the most important ranking signals can give you a strategic advantage over your competitors.
Algorithms are the reason why no two users will see the exact same social content, even if they follow all the same accounts. Before the switch to algorithms, most social media feeds displayed posts in reverse chronological order. In short, the newest posts from accounts a user followed, showed up first. Social media algorithms take the reins of determining which content to deliver to you based on your behaviors. Since there is no human sitting behind a desk shuffling content for each user, the recommendations are made by algorithms.
The algorithm of every social media platform is different, and we will never know all the details of a platform’s ranking signals. However, we do know enough to adjust your content strategy so that the algorithms are working for you and not against you. Below are the most important known ranking signals for each social platform.
Relationships and interests rule Instagram’s algorithm. This platform’s ranking signals are triggered to show you content from the accounts you are most engaged with; meaning those you like, comment and/or message. Relevance is key, which is why we advise not using a hashtag that does not apply to the image or video being posted. As with most platforms, the level and speed of interaction with a post will elevate its popularity. This can also help your content gain even more exposure by landing on the Explore page. Keep in mind that even though Instagram’s algorithms seem straightforward, they are constantly changing, so it isn’t an equation that is easy to crack. We recommend staying on top of new features (as highlighted by the Head of Instagram in his weekly video updates).
Just as with Instagram, popular posts with high engagement are more likely to be boosted by the algorithm. But, because Facebook’s platform focuses on connections, “Friends” are prioritized versus business pages. Therefore, it is essential to post quality content for your business to be shared on personal accounts. Ranking signals categorize quality as meaningful, informative, accurate and authentic. There are three basic elements to Facebook’s algorithm: who posted or shared it, type of content and interactions with the post.
Once again, popular posts are more likely to increase in popularity. In video form, this is due to the context, engagement and if it is similar to what a user has watched previously. YouTube is less about who you follow and more about what the algorithm suggests for you to watch.
Like Facebook, LinkedIn’s platform is based on connections. So, it is no surprise that closer connections see more of your content. As for groups, pages and hashtags that users follow, quality posts and early engagement will be key for their ranking signals.
This platform works a little differently from other social platforms due to the emphasis on search. So, their algorithm is much more SEO-focused. Because of this, they will showcase Pins based on what is trending now. But their ranking signals value content in a similar fashion by judging the quality of a website based on the popularity of Pins and prioritizes content from that website owner.
Social media algorithms have changed the way we consume content online. While they may seem complex and daunting, understanding how they work can give you a strategic advantage over your competitors. By knowing the key ranking signals for each social platform, you can optimize your content strategy to ensure the algorithms are working for you and not against you. While we may never know all the details of a platform's ranking signals, keeping up with new features and trends can help you stay ahead of the game. Ultimately, the key to success on social media is to produce high-quality content that resonates with your audience and encourages engagement.