So, your organization has profiles on different social media platforms and you’re ready to start getting those likes and follows! Or you’re looking to get your organization online and get up and running. The process of getting engagement, however, is a little trickier than it may seem.
Did you know that Twitter, Instagram, and Facebook each have their own algorithms? That means that each platform has a calculated process for how followers, non-followers, and engagers see your content. In fact, Instagram changed their algorithm in 2016 to make it harder for businesses to get in front of your target audience...bummer, right?
Have no fear! As a business ourselves, we know the importance of reaching our target audience and wanting them to engage online with our brand (and with us!). We’ve put together tips for each platform and how you can do just that:
As I stated before, Instagram changed their algorithm in early 2016. What used to be a platform that would display content in the order that it was posted, is now only populating a person’s feed by what they engage with. So, an individual's feed is catered to what that person is liking, commenting on, and are interested in. The real question in this scenario is...how do you get them to like and engage with your content as a brand?
Introducing: Instagram Stories. Instagram stories do not have any influence on the algorithm. Which means you should be posting consistently on your stories AND keep your feed up to date with images that are appealing to the eye. Post stories using the poll button. Ask your viewers to give their opinions on a topic you need decisions on at your organization. Not into that? Try this: anytime you post a photo on your feed, use the “share” button to share to your post on your story feed! Use a fun sticker with “New Post” sticker hovering over so they have to check out your post by visiting your feed. Instagram gave you the tool of stories...so USE them! It will work to your advantage.
Tweet, tweet! We all know it and love it: Twitter. The platform that can sometimes be claimed as the “personal diary” of social media. So, how can Twitter benefit your organization?
Set apart from Instagram, Twitter does show content in chronological order. The platform shows “Top Tweets” as a bonus! The platform has two different feeds you can toggle through, and that’s a win-win for everyone. Getting your content in the “Top Tweets” section of Twitter is a pretty difficult task, however, you can get your tweets in different popular topics by using a topic-centered hashtag. For example, ePly is a product that is catered to people planning events. Naturally, we will want to get our tweets in front of people in the events industry and searching for Event Professional tips. We use the hashtag #EventProfs- standing for Event Professionals. Try it out! Find a hashtag that best supports the industry you are targeting and add it into your tweet.
Most of the time, the Facebook algorithm feels like a mystery. In 2019, Facebook made a priority for users to get a personalized experience while on the platform. They felt as though, through a build up of years, Facebook had become a place filled with videos, business ads, and unpersonalized information. Very different than the original Facebook - a platform that was meant for connecting with family and friends. Similar to Instagram, Facebook has curated an algorithm based on the user’s personal interests and personal relationships.
What does that mean for you as a business? Use Facebook as a place for photos, tags, and video - not external links. According to Facebook, visual content does 87% better than links and stagnant posts. Make sure there is always a visual connected to your content. Even if the information you’re putting out there isn’t over-the-top exciting...add. that. visual. Then boost (sponsor) the heck out of the post to reach a greater audience!
Social media is a new world to learn when you first dive into it. But once you have the algorithms down, it’s fun to learn about and test with different content! Try it out - there’s really no failing when it comes to testing content. You have to test to learn!
Instagram, Twitter, and Facebook are great tools for any organization, but especially if you’re trying to promote an event! And we have plenty of techniques for you to try (including more social media techniques) in our guide: Event Marketing: Promotional Tactics to Amplify Attendance. Check it out below: