What You Need to Know About the Social Media Algorithms in 2019

What You Need to Know About the Social Media Algorithms in 2019

May 17, 2019 Insights Social Media 7

LSC Digital’s David Clemen, Vice President of Digital Operations, discusses the latest on social media algorithms and how to optimize reach and engagement across five key business platforms. Facebook, Twitter, LinkedIn, Instagram and YouTube have proven methodology behind them, driving revenue to your business. While other platforms exist like Snapchat and Tik Tok, these five are the largest and offer something for every business out there.

This webinar covers:

  • Most recent developments on each platform
  • Each platform’s specific algorithms
  • Strategies for optimizing algorithms on each platform

Watch the full webinar below or download the presentation.

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Facebook

Latest Developments

  • Studies show organic reach has been continually declining over the past few years. In 2018, Facebook saw 1.2% organic reach, compared to 16% in 2012.
  • In 2019 there has been a steep decline in the use of Facebook’s news feed, while the use of Facebook stories is skyrocketing.
  • According to Mark Zuckerberg, Facebook has shifted from connecting users with relevant content to starting engaging conversations. Companies can engage by commenting on status updates, reacting to posts and utilizing the Facebook messenger.

Using The Algorithm

  • Credibility is a major ranking factor in Facebook’s algorithm. Engagement and history build credibility.
  • Native content takes precedence over owned content. Content created on Facebook gains more exposure.
  • Live video takes precedence over all other content.
  • Content shared over messenger takes precedence over other shared content.
  • Lengthy comments indicate more meaningful engagement.
  • Five posts daily is optimal. Be selective in what your company shares-think about the audience and quality of content.
  • Initial engagement on posts indicates to Facebook whether the content should be pushed to further audiences.
  • Don’t prompt followers to “like, comment and share.”
  • Don’t use sensational or false headlines.

Twitter

Latest Developments

  • According to Yoel Roth, head of site integrity at Twitter, there has been a crack down on bots and automation encouraging more meaningful interactions on Twitter. As a result, fewer Twitter accounts exist now which is a good thing.
  • The timeline is no longer chronological but instead considers the quality of interactions a user has with other accounts and quality of the content produced. Users can turn this off and see posts chronologically.
  • Character limit has increased from 180 to 240.

Using The Algorithm

  • Lengthen tweets. Tweets with more characters receive more engagement.
  • Like Facebook, Twitter favors credible profiles.
  • Length of time a user spends reading content matters. This factors into engagement in addition to likes and comments.
  • Pacing and timing of Tweet is important for engagement. Tweeting at optimal times increases engagement. Tweeting on a regular basis increases engagement. Find tools to track your follower behavior here.
  • Like Facebook, Twitter prefers native content.
  • Twitter analytics provides important data about followers and engagement.
  • Engage with followers. Like and comment on relevant content.

LinkedIn

Latest Developments

Using The Algorithm

  • LinkedIn considers identity, content and behavior for generating relevant content.
  • Going “viral” requires engagement from the 2nd and 3rd degree networks. If a 1st degree connection shares your content it will be shared with that connection’s connections and so forth.
  • LinkedIn prefers native content.
  • LinkedIn prefers quality over quantity. Build a quality, relevant network. Content is only shown to relevant connections.
  • Engage with relevant connections. Like and comment on relevant content.

Instagram

Latest Developments

  • Like LinkedIn, Instagram has been transparent with it’s algorithm within the app.

Using The Algorithm

  • Instagram considers relationships, timeliness and interests for generating relevant content.
  • Instagram prioritizes most recent posts.
  • Like Twitter, length of time a user spends viewing content matters.
  • Posting regularly places your company higher in timelines. Quality of content does not necessarily matter but frequency does.
  • Comments are heavily valued on Instagram.
  • Unlike Facebook, using stories and going live makes no impact on the algorithm.
  • Use hashtags to increase reach via the explore page.
  • Like Twitter, pacing and timing is important. Instagram Insights provides important data about followers and engagement.

YouTube

Latest Developments

  • According to Google, YouTube is the only host for video content. Google searches receive YouTube’s results.

Using The Algorithm

  • Upload frequency matters. YouTube favors content from accounts that post frequently and consistently.
  • Like Twitter and Instagram, watch time matters even if the viewer does not like or comment on the content. The algorithm favors longer videos (specifically within the 7-12 minute range). However, like other platforms, the quality matters.
  • More subscribers and engagement increase priority.
  • Title, description and keyword tags are proven to increase your YouTube ranking.
  • Like all other platforms, engage your followers and audience.

Takeaways

  • Native content is preferred. Once credibility is established through native content, links will become more effective.
  • Algorithms value active and meaningful engagement. Longer comments, meaningful conversations and frequent interactions matter.
  • Remain active on a regular basis. Posting consistent and quality content when followers are active increases engagement.
  • Stay relevant to your target audience. Build an audience that is relevant to you, engage in relevant content and share relevant content.
  • Implement a video strategy. All platforms show high engagement with video content.

Ready to put these best practices to work for you? Call us at (203) 743-2600 or email support@lscdigital.com to get started!

 

7 Responses

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