Social media is being used by all digital marketers dominantly to reach out to their core audience. The social media algorithm update is an ever-evolving process to enhance customers' experience. The algorithms are designed in such a way to cater to the needs of changing times and keep pace with the latest advancements in the media industry.

As per data, brand marketers spend $46.47/user to reach their targeted audiences. With the surge of AI-enabled features in almost all social media platforms, businesses really have to spice up their game and curate highly personalized and demanding strategies to reach out to the users.

How are social media algorithms shaping marketing strategies?

Over the years, social media algorithms have gone through lots of transformations. They started as an organic connecting platform, but evolved into a business centre hub for advertisers and content creators. 

The algorithms literally impact how users perceive/interact with a brand’s content, the type of engagement on their posts, and how well their marketing efforts are received. Here goes a brief overview of how social media algorithms influence social media marketing strategies:

Content Visibility

The content visibility is primarily based on interaction, relevance, and virality factors. Algorithms utilize sprawling amounts of data on a specific user's behaviors (e.g., previous likes and shares, time spent watching videos, comments, and a user's networks) to predict the information they believe you are most likely to engage with. 

For Instance, the algorithm shows posts/reels with which users have either interacted or searched. If some posts go viral, then they are shown to the maximum number of people to increase their reach and engagement further. The higher the number of likes, comments, or saves, the better the chances of its visibility.

Timing Matters

Each social media channel has its own engagement factors that decide the timing, type, and visibility of the posts. Generally, all the platforms choose the newly updated content to show on the feeds. More importantly, algorithms support certain posting times depending on the selected channel.

For example, the best time to post on Instagram is 10 am to 3 pm. Each platform has its own timings based on its active users.

Personalized Targeting

Artificial Intelligence (AI) is responsible for a dramatic shift in how social media algorithms operate, from largely chronological feeds to complex ranking algorithms that produce customized feeds. 

Social media platforms offer AI-personalized targeting through their paid and remarketing ads, where brands can target people who have already shown interest in their website/app/page. It offers detailed targeting based on the customers’ demographics, interests, and behaviours. 

Utilizing diverse social media features 

In the last couple of years, social media platforms like X, Instagram, Meta, and LinkedIn have introduced a premium subscription where they offer a verified profile with enhanced features and security to maximize discoverability and prominence. Other than that, utilising a platform’s diverse features, from short-form video content to stories to live features, can improve the chances of showing up.

Effective marketing efforts can pave the way

• Focus on quality, not on quantity: Social media is a virtual projection of how you want users to see your brand or profile. The algorithm favors quality content, which drives engagement and reach. The relatable and trending content often gets more visibility.
• Being real is the key: Of late, many businesses have started getting traction when they decide to be raw and real. A brand that imbues a storytelling approach in promoting its products/services connects more with the audience.
• AI-driven personalization: AI has revolutionized social media algorithms for the better. It helps in precise targeting and understanding customers’ behavior or personas. Utilizing powerful data insights can be a game changer for all businesses.

Final Thoughts

In short, the algorithms of social media require marketing to be data-driven, highly engaging, consistent, and continuously flexible in order to achieve visibility and connection with the audience. 

The dynamic algorithm updates give an opportunity to even small brands that struggle to reach an audience. So, understanding and using each social platform can definitely aid in business initiatives and build a dedicated community.