DM Solutions

Navigating Social Media Algorithms: A Guide for Philippine Businesses

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by

Mark Angelo Cinco
in

Introduction

For businesses in the Philippines, social media is a powerful tool for connecting with customers and promoting products or services. However, many companies struggle to understand how social media algorithms work, which can make it challenging to get their content seen by the right audience. Social media algorithms determine what content users see on their feeds, and understanding them is essential for an effective digital marketing strategy.

This guide explains how social media algorithms work on popular platforms and offers tips for helping Philippine businesses make the most of their social media efforts in 2024.

What Are Social Media Algorithms?

Social media algorithms are systems that decide which posts appear on users’ feeds and in what order. Algorithms analyze various factors, like user behavior and content popularity, to determine which posts are most relevant to each person. Their goal is to show users the content they are most likely to engage with, keeping them active on the platform longer.

For businesses, understanding algorithms is essential for maximizing reach and engagement. With the right strategies, your posts can appear more frequently in feeds, helping you reach more customers and grow your brand.

Why Social Media Algorithms Matter for Businesses

  1. Boosts Visibility: Knowing how algorithms work helps you create content that appears higher in users’ feeds, increasing visibility.
  2. Improves Engagement: Content that follows algorithmic preferences is more likely to get likes, shares, and comments.
  3. Maximizes Return on Investment (ROI): By understanding algorithms, you can make your social media efforts more effective, leading to a better ROI on time and resources.

How Social Media Algorithms Work on Major Platforms

Each social media platform has its own unique algorithm. Here’s an overview of how algorithms work on popular platforms and how businesses can use them effectively.

1. Facebook Algorithm

The Facebook algorithm prioritizes content based on what it believes is most relevant to users. It considers factors like engagement, recency, and personal interactions.

  • Factors That Influence Facebook’s Algorithm:
    • Engagement: Posts with high engagement (likes, comments, shares) are more likely to be shown to more users.
    • Recency: Newer posts appear higher in feeds to keep content fresh.
    • User Interest: Facebook analyzes past interactions to show users content from pages or people they engage with frequently.
    • Type of Content: Facebook favors posts that encourage meaningful interactions, such as comments and shares, over passive reactions like views.
  • Tips for Success on Facebook:
    • Encourage Interaction: Ask questions in posts or create polls to prompt comments.
    • Post Consistently: Regularly updated content helps keep your page active and more visible.
    • Use Facebook Stories: Stories appear at the top of users’ feeds and are a great way to share time-sensitive content or special offers.

2. Instagram Algorithm

The Instagram algorithm focuses on engagement and recency, but it also takes users’ interests into account. The algorithm shows users content that matches their viewing history and engagement patterns.

  • Factors That Influence Instagram’s Algorithm:
    • Engagement: Likes, comments, and shares help boost visibility on Instagram.
    • Recency: Recent posts are more likely to appear in feeds than older ones.
    • Relationship: Posts from accounts users frequently interact with are more likely to appear at the top of their feed.
    • Content Type and Format: Instagram favors video content and features like Reels, Stories, and carousel posts, as these formats often receive higher engagement.
  • Tips for Success on Instagram:
    • Post at Peak Times: Experiment to find the best times when your audience is active.
    • Use Instagram Reels: Short videos (Reels) are heavily promoted on Instagram and often reach a wider audience.
    • Incorporate Hashtags: Relevant hashtags help users discover your content, especially those who don’t follow your account yet.

3. TikTok Algorithm

TikTok’s algorithm focuses on delivering highly engaging and personalized content to users. It uses factors like watch time, engagement, and user interests to curate the For You Page (FYP), which is where most users spend their time.

  • Factors That Influence TikTok’s Algorithm:
    • Watch Time: Videos that hold viewers’ attention until the end perform better.
    • Engagement: Likes, comments, shares, and saves boost content visibility.
    • Video Information: Hashtags, captions, and sounds influence how videos are categorized and who they’re shown to.
    • User Activity: TikTok studies the types of videos users interact with to show similar content on the FYP.
  • Tips for Success on TikTok:
    • Create Short, Engaging Videos: Aim to capture attention within the first few seconds.
    • Follow Trends: Use popular sounds, challenges, or hashtags to increase the likelihood of appearing on the FYP.
    • Use Hashtags: Hashtags help the algorithm understand your content and match it with interested users.

4. LinkedIn Algorithm

LinkedIn’s algorithm promotes professional and industry-related content. It focuses on posts that encourage thoughtful engagement and are relevant to a professional audience.

  • Factors That Influence LinkedIn’s Algorithm:
    • Relevance: Content that’s relevant to users’ careers or industries is prioritized.
    • Engagement: Posts with comments and shares (especially from connections) gain higher visibility.
    • Type of Post: LinkedIn favors native content (like text posts, images, and videos) over external links.
    • Content Quality: LinkedIn rewards well-written, insightful content that encourages meaningful discussions.
  • Tips for Success on LinkedIn:
    • Share Industry Insights: Post valuable, informative content related to your industry.
    • Encourage Professional Engagement: Ask questions that spark conversation, or share updates that can be useful to others in your field.
    • Use LinkedIn Articles: Publishing long-form articles establishes credibility and can reach a wider audience on the platform.

General Tips for Working with Social Media Algorithms

  1. Focus on Quality, Not Quantity: High-quality content that provides value to your audience is more likely to be promoted by algorithms. Avoid posting just for the sake of staying active; instead, aim for posts that educate, entertain, or engage.
  2. Encourage Engagement: The more your audience interacts with your posts, the better. Prompt comments, shares, and saves by asking questions, creating polls, or encouraging users to tag friends.
  3. Use Video Content: Social media platforms prioritize video content because it typically generates higher engagement. Short videos (like Instagram Reels and TikTok clips) perform particularly well and often reach wider audiences.
  4. Leverage Stories and Live Content: Stories and live streams keep your brand at the top of users’ feeds, which can increase visibility. These formats are especially effective for sharing updates, promotions, and behind-the-scenes content.
  5. Post Consistently: Posting consistently helps maintain your brand’s presence on social media. Each platform has optimal posting frequencies, so experiment to find what works best for your audience without overwhelming them.
  6. Use Relevant Hashtags: Hashtags help categorize your content, making it discoverable by people interested in similar topics. For example, a bakery might use hashtags like #BaguioBakery, #FreshBreadPH, or #SweetsManila to reach local customers.
  7. Analyze and Adjust Your Strategy: Most social media platforms offer insights and analytics that show which posts perform best. Review these insights regularly to understand what resonates with your audience and adjust your strategy accordingly.

Common Mistakes to Avoid

  1. Over-Promotion: Constantly promoting products can turn off followers. Aim for a balanced mix of educational, entertaining, and promotional content.
  2. Ignoring Analytics: Failing to review analytics means missing valuable insights about your audience’s preferences.
  3. Inconsistent Posting: Posting irregularly can hurt your visibility. A content calendar can help maintain a steady posting schedule.
  4. Neglecting Engagement: Simply posting isn’t enough; interacting with comments and messages shows that you value your audience, which can improve engagement and brand loyalty.

Conclusion

Understanding social media algorithms is essential for Philippine businesses aiming to grow their online presence. By focusing on engagement, creating quality content, and using platform-specific strategies, you can work with these algorithms to increase visibility, reach more customers, and drive brand growth. With the right approach to social media and a consistent strategy, digital marketing solutions like social media become powerful tools for connecting with your target audience and achieving success in 2024.