Social networks are the main communication channels today and knowing how to use them is essential to achieving success in any business.
The Content Trends survey carried out in 2018 with digital marketing agencies and internet users from all over Brazil, doesn’t let me lie: posts in this type of media are the most used among users to consume content!
When it comes to specific searches to find information, social platforms were highlighted by 85.4% of respondents, second only to Google searches, which had 86.7% of the votes. When faced with this data, it is possible to get an idea of the large volume of information circulating on the networks!
In this scenario, so that the user experience does not become too diffuse and scattered among thousands of posts, several algorithms were created to define what type of content is presented to certain people’s profiles.
Knowing this, companies that want to stand out on social media need to understand how these segmentation tools work and determine actions that make their posts truly relevant to their followers.
Considering that Facebook and Instagram are still the preferred advertising networks for Brazilian businesses, I have prepared some tips and information about their algorithms, so that you know how to master these channels and generate new opportunities through them!
Why Should I Care About the Social Media Algorithm?
To create an efficient communication channel with your customers and deliver content that builds loyalty among your target audience, the relationship that your brand establishes on social media is essential.
By mastering the rules and instructions imposed by the platforms, which serve precisely to guide what is presented to users, you will be able to approach people more naturally, gaining new followers for your company.
More than sharing ads, promoting your business, and exposing your ideas, mastering Facebook and Instagram standards is the most powerful way to build loyalty and humanize your brand!
Below, check out some basic precautions to take in your posts and sponsored campaigns on these social networks.
How to Get Good Performance on Facebook?
The last relevant change to Mark Zuckerberg’s network algorithm was the way it interprets “quality” content delivered to users.
Posts about companies now take a back seat, giving way to interest groups, family photos, or posts from friends, which are considered more relevant by the platform.
If previously generating a large volume of content was a good deal for brands to occupy the news feed, now it is better to invest in better-crafted texts and art, with a focus on segmentation and engagement potential.
More than just relevant content, which the algorithm perceives through followers’ interactions, the intention is for entrepreneurs to also invest more in Facebook, which is why sponsored posts are now what guarantee better performance on the network!
Other good ways to be considered relevant are to expand your points of contact with users, create a bot for Messenger, or even encourage access to new conversion pages.
Creating periodic campaigns so that people can tag friends, share posts, or even select the page as the “see first” option are also great ways to add prominence, but remember that everything must be done naturally and with true relevance for the person receiving the message!
You can also leverage nostalgia-driven content like Old Facebook Games to engage users who enjoy retro-style gaming experiences.
What Are the Peculiarities of Instagram?
Instagram has much more elaborate standards that undergo more frequent changes, but its high engagement potential means that efforts on the platform are very well rewarded for your company!
In terms of reach, the algorithm ensures that only 10% of your followers receive your posts on the first day of publication. The rest of the users will only receive the content if its performance is high in the first instance.
To give you an idea of how relevant public feedback is to the network comments that only contain emojis or a very low volume of characters may be perceived as spam and not even appear in the engagement.
Even if hashtags are no longer as relevant, it is recommended that you use up to 5 of them, so that new internet users interested in your segment will eventually find what you post.
The main protagonist is the Stories tool, which is increasingly popular among the general public and can generate surprising growth and interaction rates, especially if you can get responses from your followers within an hour of posting.
Good tips for being relevant on Instagram, in addition to investing in periodic paid ads and a recurring focus on stories, is to create calls for attention that encourage comments or tags, as well as respond to interactions regularly and carry out tests to find out at what times people comment most on your posts.
What Precautions Should I Take When Managing My Social Media?
Now that you know the main characteristics and standards adopted by the most popular networks among Brazilian businesses, keep in mind what your objectives are with them and what strategies you will invest in to achieve your goals!
Having a digital marketing agency, social media professionals or your own team to manage your social media is essential, as the content needs to be qualified and have high engagement potential.
Make no mistake: if you take care of your page yourself and it starts to generate good results at first, it is a strategy for your company to create the habit of using a certain platform and then promote content on it.
After the initial period, the average organic reach of a Facebook page is only 1%, so it is important to know how to add quality to a smaller number of posts and invest precisely in boosting that segment and expanding the audience.
Even though Instagram, for example, still has a good natural reach, the tendency is for it to become smaller and smaller over time. LinkedIn, to mention another important network that I haven’t mentioned in the article yet, values factors that demonstrate the quality and engagement of the content, such as likes by major influencers on the platform.
Don’t forget that these systems are constantly changing and that each platform adopts its own standard, so consider my approach as a starting point for your strategies and never follow ready-made recipes!
With so many details, it may seem that algorithms represent a negative factor on networks, but the truth is that it would be impossible for your brand to communicate with the right people without their presence.
