by By Sonja Wheaton
Social media is a free and useful tool for marketing and public relations professionals to represent brands. It provides a platform for advertising where in the past strategists have paid thousands to get their brand featured in a magazine, tv commercial, radio broadcast, etc. Brands can pay for in-app advertising but they can also take advantage of the algorithms that prioritize some content over others leading to higher brand exposure. Social media is ever-evolving, especially Instagram, leading marketing professionals to need to stay updated with the current algorithms to get the most out of their content.
An algorithm is a well-defined set of instructions or rules that are followed to accomplish a particular task. In terms of social media, algorithms determine which content is displayed to viewers. They analyze user behavior, preferences, and other factors to deliver personalized and relevant content to users’ feeds. This is why after viewing a few travel accounts, your feed is filled with pictures of the Amalfi Coast.
Here are some ways strategists optimize their content using the current Instagram algorithm:
- Post video content
Instagram’s biggest competitor is TikTok and they know that. So, they have started to prioritize video content over photo content to curate a similar experience to if a user was scrolling on TikTok. Posting videos can ensure that your content reaches more audiences and receives more engagement leading to overall increased brand awareness.
2. Engage with your audience
Social media managers can actively respond to comments, initiate conversations and incorporate user-generated content (USG). Encourage your followers to engage by asking questions or seeking their opinions. Meaningful interactions indicate to the algorithm that your content is valuable and deserves wider visibility.
3. Keep consistent
Posting high-quality content helps maintain engagement and signals to the algorithm that your brand is an active user. Develop a content schedule or calendar and aim for consistency in posting frequency.
Incorporating these tips, and others, when crafting content for Instagram will ensure your brand receives more attention within a crowded platform. Instagram can be an incredible marketing tool for brands if used strategically. For more information on how to harness the power of the Instagram algorithm check out this article published by Sprout Social.
Thank you for reading! If you enjoyed my blog post feel free to check out my LinkedIn here.
Something that my group and I have brought to our client’s attention is the importance of keeping their content consistent. We explained the difference between keeping consistent and just posting three posts at once to fill the grid aesthetic. Prior to this class, I didn’t realize how useful Instagram’s algorithm was for a business’ company relations.
Hi Sonja!
I like how you have worded things here. My friends and I constantly get freaked out by the things that are popping up on our social media due to what we have been discussing and we always think that our phones are listening to us. After reading this I now understand that it is just based on what I am searching up on my phone and that everything is more connected that I guess I had realized.
Hi Sonja, I found this blog very interesting. I think it’s a great topic to talk about because social media algorithms are constantly changing. However, you found the perfect ways to master today’s algorithm. I think consistency is huge. The more you most the better chances you have of getting noticed. For example, the more consistent your Tik Tok content is, the more likely your videos will show on people’s for you page, which ultimately helps grow your following.
Hi Sonja! I thought this was a really interesting and insightful take! I think especially with the rise of TikTok and short form videos, Instagram has been focusing on pushing that type of content. Loved this post!
Hi Sonja,
Great piece! I’m not very active on TikTok, but even I know that a big reason for its success is its algorithm. It’s scary how well it’s able to track users interests, and there have even been points where I’ll go down a certain rabbit hole and have my feed be entirely different the next day. I think it’s very reminiscent of AI in this way, and it’s probably only going to get more accurate.
Hi Sonja, great piece. I like how you pointed out that consistency is important in staying relevant to the Instagram algorithm. Instagram is already such a crowded platform, content needs to stand out to be understood amongst the rest. I feel that there is always going to be more to learn with social media as you noted, it is “ever-evolving”. As future media professionals, I feel that it is important to stay updated with these topics. Great work!
Sonja, I was very intrigued but your post and the way you look at Instagram algorithms. I know first hand when I have landed on a new page and scroll, later that day I will see additional posts related to that content. It’s amazing how the internet tracks your every move and can promote content that fits your taste.
Hi Sonja,
I appreciate you highlighting that consistency is significant in remaining relevant to the Instagram algorithm. Your perspective on how the platform operates resonates with me. The minute I like a post on Instagram, my entire feeds become related with the post I like. It’s remarkable how the Internet meticulously tracks our activities and curates content that aligns with our preferences.
Hi Sonja,
As a former social media manager, something that i did not do enough of when I was running an account was engaging with the different people who engage with the account. It is important to engage with the people who engage with you not only to build relationships, but also to encourage engagement from others. Good post!
Great post! Social media has changed the game for marketers and PR professionals. It’s a free and effective tool to represent brands, replacing expensive traditional advertising. The algorithms on platforms like Instagram determine what content users see, so it’s important to stay updated. These strategies can help your brand get more attention on Instagram. Thanks for sharing this valuable information!