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  If you have been on any social media platforms, especially Facebook, you probably have wondered why some posts seem to go unnoticed while others get tons of likes and comments. It’s a common frustration, especially when you’ve put effort into creating something you think people will love, only to see it get little attention. You may have heard people blame the mysterious “algorithm” for the low performance of their posts and you probably have wondered, “What exactly are social media algorithms, and how can I make it work for me”. Well, let’s break it down.
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What Are Social Media Algorithms?

Think of social media algorithms as your gatekeepers or to put in a better way, personal content curators. They decide what you see when you scroll through your feed on platforms like Instagram, Facebook, and Twitter. Instead of showing every post made by those you’re connected to in chronological order, these algorithms pick and choose based on what they think you’ll enjoy or interact with the most. Every time you like a post, watch a video, or share a meme, the algorithm takes note. Over time, it learns your preferences and tries to show you more of the stuff you’ll enjoy. You’re probably wondering, “that’s creepy!” And yeah, it may sound creepy but here’s the thing – Social media platforms thrive by you visiting them again and again. Imagine opening your Instagram app for three days in a role and you didn’t find anything interesting on there, would you want to open the fourth day? Of course, you won’t. The social media owners know this and so the algorithms are designed to make you enjoy your time on these platforms by studying the things you like and bringing the contents to you. That way, they keep you coming back. For example, if you’re always watching skits or cooking videos on Instagram, the algorithm will show you more of those, maybe even from creators you’ve never heard of.

How Do Social Media Algorithms Work?

While each platform has its own way of doing things, most social media algorithms follow a few basic rules:
  1. Engagement
Posts that get a lot of likes, comments, and shares are seen as popular and interesting, so the algorithm assumes it’s interesting and shows it to more of their followers and also persons similar to their followers. It’s like a chain reaction—the more people engage with a post, the more it’s shown to others.
  1. Relevance
The algorithm shows you content it thinks you’ll like based on what you’ve interacted with before. If you’ve been liking posts about Nigerian tech startups, you’ll probably see more of that in your feed.
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  1. Timing
Fresh content usually gets priority. If you post something new, it’s more likely to be shown to your followers right away. That’s why you’ll often see the latest tweets first on X rather than something from days ago.
  1. Content-Type
Different platforms favour different types of content. For instance, TikTok loves short, catchy videos, LinkedIn might push posts with articles or professional tips, while Instagram Stories can often get more engagement than regular posts.

Why Do Social Media Algorithms Matter?

For most users, algorithms help create a personalized experience. They show you content that’s more likely to keep you engaged and entertained. But for businesses, influencers, and content creators, understanding these algorithms is crucial for reaching a broader audience. Imagine you’re running a small business in Lagos. You’ve put together a great post about your new product, but if the algorithm doesn’t pick it up, only a few of your followers might see it. Knowing how to work with the algorithm can help you avoid this and get your content in front of more people.

How Can You Beat the Algorithm?

So, how do you get the algorithm on your side? Here are some strategies:
Research Current Followers
To get your content seen, the first thing to do is to understand who your followers are and what they like. Look at which of your posts they’ve interacted with the most. This will give you clues about the kind of content you should be creating. For instance, if your audience loves behind-the-scenes videos of your business, make more of those.
Create Engaging Content
The more people interact with your posts, the more the algorithm will show it to others. Ask questions, use catchy headlines, or jump on trends to get people talking. For example, sharing a funny video about a common experience in Lagos traffic could spark engagement.
Be Consistent
Don’t just post once in a while. The more consistently you post, the more the algorithm sees you as active. For example, if you run a small fashion business, post regularly about your latest designs, behind-the-scenes clips, or customer reviews to keep your brand top-of-mind.
Use Hashtags Wisely
On platforms like Instagram and Twitter, hashtags can help your posts reach beyond your followers. But be strategic—use hashtags that are relevant. For example, if you’re posting about Nigerian foods, you might use hashtags like #NaijaFood or #JollofRice. Also, find ways to incorporate trending hashtags into your posts.
Create Video Content
Videos tend to get more engagement. This is why many social media platforms like Facebook and Instagram often prioritize them. Consider making short, engaging videos about your products or services to grab attention.
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Concluding Thoughts

Social media algorithms don’t have to be a mystery. They’re just tools designed to make your feed more relevant to you. Instead of complaining about them, find ways to understand and leverage them to help you reach more people and get the engagement you’re looking for.
Got a suggestion? Contact us: editor@connectnigeria.com
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This article was first published on 13th September 2024

victor-ifegwu-mbonu

Ifegwu-Mbonu Victor is a Personal Growth and Leadership Trainer who provides training and coaching to individuals and organizations.

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