Social media platforms have enabled people to create content, self-express, share knowledge and network with people across the globe through interactive technology. But with 3.96 billion users setting up the turf on these platforms, it’s getting a little crowded here. 

Social media platforms can't possibly offer good exposure to every post when it is posted alongside the content of all of its other users. So, there are numerous algorithms in place that prioritise the exposure of certain content.

Now, you're probably asking how you can master these algorithms and boost your presence on social media, right?

Luckily, media update's Lara Smit is here to help you up your social media game and ensure that you aren't spending every match on the bench. 

Let's play some innings!

Okay, but first, let's get to know our best weapon — algorithms

Algorithms really are the science behind social media. Data on social media gets ranked and distributed in relation to the mathematical equation or rule that is attached to it. So, this rule is definitely worth following. (Here is looking at all you rule-breakers!) 

But, algorithms are always changing as they are continuously tailored to fit the behaviour and needs of users on social media. This can be pretty frustrating because what works today may not work tomorrow and the success of your posts will fluctuate alongside the evolution of these algorithms. 

So, it is important to always keep an eye out for information regarding these algorithms and how they have changed to ensure your content consistently performs well.

There are a few tricks that tend to put you ahead of the curve:

1. Ready? Set? Engage! 

When used right, algorithms are fantastic for boosting user experience online. Essentially, the type of content that a person interacts with is generally the type of content that they will be seeing more of on their feeds. Why? Simple! The algorithm customises each user's social media page according to what they like best! 

This is great for social media users but can, unfortunately, push your content out of the picture if users aren't engaging with it. 

So, how do you boost your engagement then? 

Easy! To create engagement on your posts is as simple as starting a conversation with someone.

But how do you enter the chat? 

Ask questions 

Get input from your followers by asking them some interesting questions — even just general ones. This will help you get to know your followers a tad bit better and it lets them get to know you on a deeper level too! 

From asking questions, you'll also be able to find out what your followers like and how you can refine your content to meet their preferences. And, you will quickly become an algorithm favourite with that added engagement!

Create a call to action (CTA)

'Call to action' is pretty self-explanatory — tell your followers what they need to do. Whether it's telling them to click, like or share — you will be motivating readers to interact with your post and enhancing your conversion rate in the process. 

But writing a good CTA is a delicate process. Overusing commanding phrases can actually deter social media users. Remember, they are going on social media to connect, not to be bossed around.

So, as with everything, it's good to strike up a balance between giving and taking. Tell your followers what you want from them but also dedicate a few posts to their needs.

Respond to posts

A sure way to join the conversation is by commenting on posts or sharing them on your feed. This will allow you to network with like-minded brands or people, which will allow you to engage with their audiences as well. 

By interacting with posts on different platforms, you will become the new popular kid in town! This is because everyone will get to know you and will be able to converse with you about the thoughts and opinions that you deliver on these posts.

Tag relevant people

By tagging relevant people or brands in posts, you are more likely to elicit a response from them in the form of a like, comment or even a share. This is fantastic exposure for you because it ensures that your content reaches wider audiences by being shared with the followers of those who are tagged. 

So, if your content features a person or a brand, be sure to @ them!

2. #Tag and you’ll become it!

This is another type of tag that will help your content climb that algorithm ladder. 

Hashtags are definitely a unique feature of social media. They are an unbelievably simple way to boost your searchability online and increase the exposure of your posts. 

All you have to do is make sure that you are choosing the right hashtags to enhance your content.

Now, how do you do that?

Social media platforms are very creator-friendly! They are fantastic at helping you find relevant hashtags for your posts. These platforms have hashtag suggestion features where they propose #tags based on your content. How efficient is that?

They also suggest top-performing hashtags that are related to the #tags you are creating for your content. They do this by showing you the number of posts featuring that hashtag and by ordering their suggestions from the most popular to the least popular tags. 

There are also nifty tools that help you search for the best hashtags, like: 

3. Work on your time management

Not only does the algorithm know what users want to see, but it also knows when they want to see it. 

Posting at specific time slots is necessary to catch your audiences when the majority of them are online. This will help to maximise your engagement. It's important to note, however, that these times vary across platforms and fluctuate according to the days of the week as well. 

So, what time slots are most optimal? 

According to amaSocial, these are the best times to post for the following platforms: 
  • Instagram — 11:00 to 13:00 Monday, Wednesday and Thursday.
  • Facebook — 13:00 to 16:00 Thursday to Sunday.
  • LinkedIn — 10:00 to 11:00 Tuesday to Thursday.
  • Twitter — 11:00 to 13:00 on Monday to Friday.
  • YouTube — 12:00 to 16:00 on Thursdays and Fridays and 09:00 to 11:00 on Saturdays and Sundays.
Let's face it — not everyone has great time management skills, but there are some punctuality ploys that you can use for social media. An example of this is scheduling tools that help you to preload your posts and post them at these optimal times. 

4. Monitor your social media

Always be in the know about your content performance by monitoring and documenting your social media analytics. Social media platforms give page owners the option to view the data from their posts and monitor their progress. However, another way to monitor your data is by using a social media auditing tool, which will allow you to capture and monitor the data of all your social media platforms in one place! 

This will help you to narrow in on the preferences of your followers by seeing which content they enjoy and engage with the most. Therefore, you can continue to post this type of content or simply create more of it. 

What else can you do to optimise your social media? Let us know in the comments section below.

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Want to find out other ways that you can up your social media game? Then be sure to read our article, Growing your social media: South African edition
*Image courtesy of Canva