Mastering the Algorithm: How Influential Creators Can Stay Ahead on Social Media

In the ever-evolving landscape of social media, one thing remains constant: change. Algorithms, the mysterious forces that dictate what content gets seen, are in a perpetual state of flux. For influential creators, understanding these algorithms is crucial for maintaining and growing their online presence. In this edition of Under the Influence: Raising the BARes in Influencer Marketing, we'll delve into the world of social media algorithms and share strategies for adapting to these changes. Thank you to Steven Dickens for the inspiration!

The Algorithm: A Gatekeeper of Content

Social media platforms like Instagram, YouTube, LinkedIn, and TikTok use complex algorithms to determine which posts appear in users' feeds. These algorithms prioritize content based on various factors, including engagement, relevance, and timeliness. While each platform has its unique algorithm, the overarching goal is the same: to deliver the most relevant content to each user.

For influencer creators, this means that content must not only be engaging but also optimized for these algorithms. Understanding the key components of each platform's algorithm can help creators craft content that reaches and resonates with their audience.

Key Components of Major Social Media Algorithms

1. Engagement: Platforms prioritize content that generates high engagement, such as likes, comments, shares, and watch time. The more interactions a post receives, the more likely it is to be shown to a broader audience.
2. Relevance: Algorithms analyze user behavior to determine the relevance of content. This includes the types of posts a user typically engages with, their search history, and more. For creators, this means producing content that aligns with their audience's interests.
3. Timeliness: Fresh content is often favored by algorithms. While some platforms have moved away from strict chronological feeds, timeliness still plays a role. Posting consistently can keep content appearing in users' feeds.
4. Content Type: Different content formats (videos, images, stories, articles) may be prioritized differently depending on the platform. For instance, Instagram has been prioritizing Reels, while LinkedIn favors long-form posts and articles.

Adapting to Algorithm Changes

The unpredictable nature of algorithms can be daunting. However, creators can adopt several strategies to stay ahead:

1. Stay Informed: Keep up with updates and changes to platform algorithms. Follow industry news, platform announcements, and expert insights to understand how shifts may impact content visibility.
2. Diversify Content: Experiment with different content formats to see what resonates with your audience and the platform's algorithm. For example, if you're primarily posting photos, try incorporating videos or stories.
3. Engage Authentically: Focus on building genuine connections with your audience. Authentic engagement not only boosts algorithmic favor but also fosters a loyal community.
4. Analyze Performance: Use analytics tools to track the performance of your posts. Identify patterns and adjust your content strategy accordingly.
5. Collaborate with Other Creators: Partnering with other influencers can expand your reach and introduce your content to new audiences. Cross-promotion can also benefit algorithmic visibility.

The B2B Angle: LinkedIn's Algorithm

For B2B influencers, LinkedIn's algorithm has its unique quirks. The platform favors content that sparks professional conversations and knowledge-sharing. Long-form articles, thought leadership posts, and content that encourages comments and discussions are more likely to be promoted. Creators should focus on providing value to their professional network, sharing industry insights, and engaging in meaningful conversations.

LinkedIn has recently introduced several updates to its algorithm, enhancing how content is filtered, tested, and delivered. Here's a summary of the key changes and how creators need to adapt:

1. Content Quality and Relevance: The algorithm prioritizes high-quality content that aligns with the interests and skills of users. It categorizes posts as spam, low-quality, or high-quality based on LinkedIn's community guidelines. Only high-quality content passes through to broader audiences, so creators must focus on providing valuable, relevant insights to their target audience (SocialPilot) (Crowley Media Group LLC).
2. Engagement Signals: Meaningful engagement, such as thoughtful comments and genuine interactions, is heavily favored. Posts that encourage discussions or share unique insights are more likely to gain visibility. Creators should engage with their audience by initiating conversations and responding to comments (Caster Communications).
3. Custom Buttons for Premium Members: A new feature allows premium members to add custom buttons (e.g., "Visit my website") to their profiles and posts, increasing visibility and engagement opportunities (Caster Communications).
4. Long-Term Content Visibility: LinkedIn's algorithm now supports the longevity of valuable posts. Even months after posting, high-quality content can resurface in users' feeds if it aligns with their interests. This shift encourages creators to produce evergreen content that remains relevant over time (Caster Communications).
5. Content Variety and Visuals: The algorithm favors diverse content formats, such as videos, images, and question-based posts. These formats tend to attract higher engagement and should be a key part of any content strategy (Crowley Media Group LLC).

Embrace the Challenge

In conclusion, navigating social media algorithms can feel like a game of cat and mouse. But for influential creators, it's an opportunity to innovate and refine their content strategies. By staying informed, experimenting with new formats, and engaging authentically, creators can adapt to algorithm changes and continue to thrive.

As we wrap up this month's edition, remember that while algorithms may change, the core of influencer marketing—authenticity, engagement, and value—remains constant. Keep raising the bar, and we'll be here to help you navigate the ever-changing digital landscape.