Social Media Algorithms and AI: A Marketer’s Guide

In the bustling streets of digital marketing, social media has rapidly transformed from being a platform for casual banter to an influential marketplace. Every brand, small or large, grapples with the art and science of social media algorithms to ensure its voice isn’t lost in the cacophony. The role of artificial intelligence (AI) in dictating these algorithms is immense, and understanding this liaison is crucial for every marketer.

This article delves into the intricate relationship between social media algorithms and AI, providing insights that can enhance any marketer’s digital strategy.

The Evolution of Social Media Algorithms

The bygone era of social media was characterised by chronological content feeds. It was simple – the latest post appeared first. However, as platforms matured, it was clear that to keep users engaged and to monetise their platforms more effectively, a more sophisticated system was required. Thus, algorithms were introduced to determine the relevance and rank of content.

Over time, these algorithms have been refined and revolutionised, largely through the integration of AI. Machine learning, a subset of AI, is now employed to analyse vast datasets to predict which content users will find most engaging.

For instance, Facebook’s algorithm evaluates thousands of factors to determine content relevance. These range from user interactions with the content (likes, comments, shares) to the type of content (photo, video, link) and its recency.

The AI Factor in Social Media Algorithms

AI, especially machine learning, is at the heart of social media algorithms. Its primary function is to analyse data and predict user preferences based on past behaviour. The predictions are then used to curate a personalised feed for every user.

Consider Instagram, for example. The platform no longer simply prioritises the newest content. Instead, it considers several factors like content relevance to the user, user engagement with the content creator in the past, and the likely interest a user has in the content. Behind the scenes, it's AI crunching numbers and making intelligent predictions.

Content Curation and Recommendation

One of the most visible applications of AI in social media algorithms is content curation and recommendation. Whether it’s a friend’s status update on Facebook, a promoted product on Instagram, or a trending video on TikTok, AI decides what makes the cut.

TikTok, for instance, has taken the digital world by storm, especially in the UK. In 2020, TikTok's user base in the UK reached 12.9 million, a significant rise from just 5.4 million in 2019. A major driver behind this explosive growth is its AI-powered 'For You' page which recommends videos based on users’ interactions.

Engagement Predictions

AI predicts how much a user will interact with a post. It can analyse the depth of connection between a brand and its followers. For instance, a user who frequently engages with a brand's content signals the algorithm to show them more of that content in the future.

Ad Targeting

Social media platforms are a treasure trove of data. Using AI, platforms like Facebook can predict which ads a user is likely to engage with or which products they are inclined to buy. This makes the advertising more personalised and effective. For instance, in the UK, an estimated ￡3.62 billion was spent on social media advertising in 2021, highlighting the trust marketers place in the efficiency of these algorithms.

Fraud Detection

AI algorithms also detect and prevent fraudulent activities on platforms. From identifying fake accounts to flagging suspicious activities, AI ensures that brands engage with genuine followers, thereby enhancing marketing authenticity.

Decoding Algorithms: 6 Tips for Marketers

With a clearer understanding of how AI is intertwined with social media algorithms, let’s explore some strategies marketers can employ to thrive in this ecosystem.

1. Content Relevance: Tailor content to your audience's interests. AI tools like predictive analytics can help brands understand what their audience is likely to engage with.
2. Engage, Engage, Engage: Algorithms favour content with higher engagement. Prompt users to like, share, and comment. The more genuine interactions your posts have, the higher they will be prioritised.
3. Video Content: Platforms like Facebook and Instagram have a proclivity towards video content. With platforms like TikTok centring around video, it’s evident that video is the future of social media.
4. Stay Updated: Social media platforms constantly tweak their algorithms. Keep yourself updated with these changes to adapt your strategies accordingly.
5. Diversify Content: Don’t put all your eggs in one basket. Diversify your content across different formats - images, videos, stories, reels, and more.
6. Analyse and Adapt: Use AI-driven analytics tools to understand how your content is performing. Based on these insights, refine your strategy.

Ethical Considerations

While AI’s role in shaping social media algorithms offers numerous advantages, it also poses some ethical questions. There’s the concern of echo chambers, where users are only shown content that aligns with their existing beliefs. There’s also the ever-looming concern of data privacy.

As a marketer, it’s essential to navigate this landscape with a balance of leveraging AI for efficiency while upholding ethical standards. Being transparent with your audience about data usage and ensuring your strategies don't inadvertently foster echo chambers are crucial steps in this direction.

The dance between social media algorithms and AI is intricate and continually evolving. For marketers, understanding this relationship is paramount. The digital realm offers endless possibilities, and those who can harness the power of AI in their social media strategies will undoubtedly stand out in the crowded marketplace.

Remember, in the world of social media marketing, it's not just about being seen; it's about being seen by the right eyes. And AI, with its data-driven insights, can undoubtedly guide you towards those eyes.

Scott Jones is the CEO of a full service?digital marketing agency?supporting a national audience with?web design and development,?search engine marketing,?social media management,?hosting and email services.

For more information about our services or advice on how to improve your online marketing activities please reach out and connect with us via our?website?or our social media channels.