Building Conversations, Growing Social
The algorithm. It’s always evolving to keep marketers on their toes. The algorithm is the internal calculation system of a platform. It determines the content that should be prioritized, and therefore increases impressions and reach on social media. It’s important to pay attention to shifts in the algorithm and how you can utilize them for your social media content strategy.
In
2018, there was a major shift in the algorithm on Instagram and Facebook that changed social media and digital marketing forever. This update wanted to prioritize connections and conversations between accounts and their audience. Watch this
Facebook video to see how social media changed.
After the algorithm update, social media was no longer about creating an aesthetic Instagram grid or buying followers so you had more than your competitor. Instead, the algorithm started prioritizing engagement. Accounts that were responding to comments, replying to DMs, saving and sharing content from other profiles, and growing conversations started coming out on top. It’s called “Social” media for a reason. Engagement is where growth happens.
“People don’t use social networks for a one-way experience. They’re seeking connections — with people and with brands.”
(Buffer, 2021)
How Do You Create Conversations?
Content with Purpose
There are 3 social media content goals to pay attention to when you’re trying to create conversations and grow your business:
- Educate
- Inspire
- Entertain
Zoom out on the content you’re creating and ask yourself if it’s doing any of these things. If the answer is no, why not? When people are educated, inspired, and entertained, they engage in conversations with the source material. If it’s not doing one of these things, what is the purpose of your content? Reassess the type of content you’re creating to fall in line with one of these goals.
Consistency
Another important part of growth is consistency. You have to be present to have conversations. Be sure you are choosing the platforms that align with the goals and audience of your brand, and engage on them regularly. Post multiple times a week, show your face in your stories, and engage with other accounts. If someone comments on your post or sends you a DM, make sure you’re replying! An Instagram account that posts and ghosts will be ghosted by the algorithm too. Show up on a regular basis for your audience and you will see growth.
Variety
From
2021-2022, the Instagram algorithm favoured video content over all other media formats. In
2023, Mosseri announced that there would be less emphasis on video to prioritize photos again. That’s not to say that video content is dead. In fact, video is still a leading way to increase your reach to audiences who don’t already follow you. What it does mean is you need quality video content that entertains, while also incorporating carousels and static images that grab the audience’s attention and makes them want to engage with your brand.
“As social media platforms evolve to reward authentic social interactions, social media engagement has become a vital part of any marketing strategy.” -
(Buffer, 2021)
Engagement is more than liking a comment or responding to a direct message. Your goal on social media should be to increase engagement in all aspects:
- Likes and follows
- Comments and direct messages
- Shares and retweets
- Saves
- Clicks on content or to your website
- Mentions and tags
Madi’s Top Social Media Marketing Tips
Incorporate Storytelling: Tell your story. If you have products or services that you offer, tell people
why you offer them and
how they can solve someone else’s problem or fill a gap. Storytelling is about making people feel a certain way about the things you do and create an emotional association with it. Bring stories to life through your copy and creative.
Create Employee Generated Content: EGC is a great way to build trust and reliability in your brand. When your employees are willing to get out on social media and represent your business or product, it shows that they believe in the work they are doing. Having employees front and centre for your business also makes it recognizable. At The Small Social, our team is consistently featured on our business page. They do regular story takeover days to show what they do to support our clients. And the coolest part is, when we onboard a new client, a lot of the time they feel like they already know their account manager or coordinator because they’ve been following along with us online.
You Have Goals, We’ll Help You Achieve Them
If you’re struggling to see growth on your social media platforms, it’s time to take a deep dive into your online strategy. Our team of digital marketing experts are here to support you by providing insight and recommendations that will help you see results. Contact us today at hello@thesmallsocial.com to book a discovery call and see how we can help with your social media content strategy. Let’s grow your social media marketing by creating engaging content.
