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    How do newsfeed algorithms work on popular social platforms?

    People everywhere rely on social channels like Facebook, Twitter, and Instagram to keep them connected with their loved ones as well as admired connections like celebrities and organizations. However, each time you log onto these networks it isn’t impossible for you to see every single update from all your connections, which is why today’s social channels have gravitated towards an algorithm-based feed to better the experience for each user. 

    What is a social media algorithm?

    A social media algorithm is a compilation of rules and data that work together to decide what a user will see on their chosen platform. Each social media website utilizes a unique, ever-changing algorithm for every person’s account, which means that no two people will possess the same updates, news, and posts on their feeds. 

    How does Facebook’s newsfeed algorithm work? 

    Facebook is the largest social media platform to date, studying user’s behaviours to ensure that the content shown is what that person is most interested in. But, how does Facebook know what its users like? Well, the Like button works as the epicentre of Facebook’s user experience, allowing each user to personalize it based on who and what they enjoy most. The Like button also works as a form of positive reinforcement, allowing users to click like on content that’s shared by friends and family. Over time, all of this data governs how each newsfeed operates. 

    How does Twitter’s Timeline algorithm work?

    Below is a breakdown of the data that determines the social media algorithm:

    • Relevancy score: There are hundreds of variables that an algorithm takes into account when it picks each user’s posts. Things like the user’s history of likes, clicks, comments, shares, hides, or marked spam are all stored and used to predict future content. More specifically, the algorithm predicts outcomes by giving content a relevancy score, which sorts your social media content and places it on your feed for optimal engagement. 
    • Prioritizes friends: Did you know that you can boost the posts that you want to see more of on your account? The people you interact with most often on Facebook are given priority over other Facebook users, which means that you won’t be concerned about missing important updates from the friends and family members that you care for the most. This is done by categorizing a person or page by clicking “see post” and unfollowing the people or pages that you don’t want to see as often. 

    Your Twitter Timeline consists of a stream of tweets from the users you follow. If you’re very active on Twitter and have a lot of celebrities and friends that you care about, then your algorithm can be organized based on two approaches: “Show Me The Best Tweets First”, “Best Tweets” or the “While You Were Away” feature.

    Below is a breakdown of the data that determines the social media algorithm:

    • Show Me The Best Tweets First: This feature ranks your content based on relevancy rather than listing tweets chronologically. Based on what you’ve liked or engaged with recently, Twitter will put the tweets that it thinks you will find most interesting at the top of your timeline.
    • Best Tweets: This feature requires the user to opt-in and select content from specific users to indicate these will be the best tweets. Then, the user can refresh the timeline to have any of these tweets added to the top of their feeds.
    • While You Were Away: This feature has been added to allow users the flexibility to be away from checking their feeds without FOMO (fear of missing out). It’s completely determined by user engagement and can be turned off for users that don’t check with Twitter feeds often.

    How does Instagram’s feed algorithm work?

    This quickly evolving platform is becoming a hot spot for digital marketing, which means that it’s important for small businesses to understand how the social media algorithm works for this channel. 

    Using machine learning to aggregate six key factors, Instagram determines the content that’s the most relevant to the user.

    • Interest: This is based on prediction data that measures the type of content of posts you engage with most often. 
    • Frequency: This is measured by how often you use the app to determine what posts you want to see when you open the app again. 
    • Following: The more accounts you follow, the less likely you’ll be to see everyone appear in your news feed. 
    • Recency: How recently was the post published? This impacts if it will appear in your newsfeed. 
    • Relationship: Who shared the post and what connection do you have to them or their content? This can easily be influenced by tagged photos, engagements, or direct messages. 
    • Usage: The time you spend on Instagram also has a great effect on the content that you see on your feed.

    Do you need someone to help you to manage your company’s social media networks? Trek Marketing offers a social media marketing management service for businesses that want to outsource their social content and have a team member available to answer customer questions and comments. 

    Which of the above three social networks do you spend the most time on? Drop a comment below to share.

    Is Facebook advertising right for your business?

    While many elements of your digital marketing strategy will consist of trial and error when it comes to effective online advertising, no platform is more powerful and underutilized as Facebook! While many e-commerce business owners tend to shy away from Facebook ads as their primary investment, it’s one of the best ways to get the word out about your company, especially if you’re also looking to reach prospective customers. As a social platform with more than a billion users, it would be silly to not include it in your ongoing advertising campaign strategy. 

    Facebook ads work for most businesses

    It’s reassuring to know that most industries and brands benefit from Facebook advertising before even contacting a professional digital marketing agency! This is partly because of Facebook’s popularity, with people from all over the world and different walks of life visiting the social platform to communicate, browse, and yes, shop. However, if you’ve already tried to use Facebook to increase your conversions, reach your target audience, and engage through product advertising, it may be the type of ad or marketing that you’re doing, rather than the platform itself. Even if your user doesn’t use Facebook often, you may be surprised at how they will still find their way to your website with the right ad coming their way. Plus, even if they miss it, their loved ones might share it! 

    Start with a goal in mind

    Why is Facebook such a great platform to carry out your professional digital marketing goals? It’s because it has the potential to put you in touch with a range of consumers quicker and more efficiently. Not to mention Facebook ads are relatively affordable, giving ample opportunity to adjust your campaign strategy as needed.

    So, when you’re looking at investing in your social strategy on Facebook, start the process with a clear goal in mind. Make sure to write down your short-term and long-term goals so that you can govern advertising decisions. Maybe you want new customers? If so, how many? And is your primary goal to increase visits, conversions, account registration, or all of the above? Be sure to keep your goals as specific as possible so that you can work alongside a professional digital marketer to tailor your ads, track your progress, and tweak your strategy as the layout of your industry shifts. 

    Understand KPIs

    Finding success with Facebook advertisements is strongly dependent on your knowledge of KPIs (Key Performance Indicators). This allows you to focus on the actual net profits made through your Facebook ads, and then you can further pinpoint ways to drive down your cost per action on advertising engagements. Money is money in the business world and if able to heighten your sales without lowering profits, it makes the most sense to run cost-effective campaigns that generate higher revenue for your business. 

    Rotate types of Facebook ads

    Before you dive deeper into the world of Facebook ad campaigns, remember that you will need to create more than a single advertisement to have an effective campaign strategy. So, as a rule of thumb, be sure to develop at least three ads with the same targeted interests and goals, and rotate them within the campaign that you’re running. By doing this you’re better able to gather consumer information and compare each ad based on their CTRs (click-through rates). This will allow you to keep your focus on winner ads versus those that are underperforming.

    Are you ready to speak with a professional digital marketing team about adding Facebook ads to your current social media marketing strategy? Let Trek Marketing start things off by connecting you to your target audience using Facebook!

    Have you had any positive experiences using Facebook for advertising? Drop a comment below to share among our readers.