Social media algorithms and content marketing: What you need to do now

social media algorithms and content marketing

Content marketing is becoming more important than ever, thanks to the major social media channels moving from chronological to algorithm-based feeds.

This major change leaves you with two choices: Pay a premium so your content will be visible to your followers, or create experiences that are so valuable that your followers will share them for you.

In the past, when you published content and promoted it on the major social media channels, you could expect a decent amount of organic engagement. Maintaining a social presence was fairly easy, because you had a free pass to promote your brand as much as you wanted.

But all that has changed – and so must your content marketing strategy.

The move to algorithm-based social feeds

Since the advent of social media, most feeds have been chronological, displaying the newest posts at the top. Other than a few promoted tweets and posts appearing at the top of your feeds, not much has changed during the last decade.

But in recent months, Facebook, Instagram and Twitter have announced that they are replacing their chronological feeds with algorithm-based timelines. In each case, the developers have claimed these moves are in response to the glut of content that is exceeding users’ ability to interact with it.

Their motives are not entirely altruistic, however, Moving to algorithm-based feeds enables them to present a greater number of ads and paid placements, based on each user’s preferences, demographics and past viewing habits.

What’s driving this sudden change?

All of the major social media channels are under pressure to increase revenues. That means they are experimenting with and tweaking new monetization models on a more frequent basis. Here are several examples:

Facebook pages: Organic reach of Facebook pages has steadily declined to the point where it is currently at a meager 2%. Unless you pay to promote your updates, they will be all but invisible to your followers. More recently, Facebook has announced two new paid promotion products: Instant Articles (promoted articles) and Canvas (rich media ads). Both appear in the news feeds of users.

Instagram: This Facebook-owned photo sharing channel just announced that it is moving to an algorithm-based feed. It’s also likely that Facebook will roll out Instant Articles and Canvas on Instagram in the near future.

Twitter started experimenting with “while you were away,” a set of curated tweets from people you follow and have interacted with in February, and has rolled it out as the default for all users as of mid-March.

Even Google is getting into the act. The search engine giant has recently done away with sidebar pay-per-click ads, and has added a fourth one to the top of the search results page. This reduction in advertising real estate means that you will be paying more for your pay-per-click ads with Google.

In addition, Google recently announced that it is going to start showing a Twitter-like selection of content at the top of search results pages. Presumably, these will include ads.

The bottom line is that the major social media channels are evolving into media companies, with all the attendant cost structures and pressure to generate revenue and profits. In a sense, they are turning into gatekeepers, controlling which messages get communicated via their platforms.

social media algorithms and content marketing

How should content marketers respond?

Many brands will choose to pay the premium so that their content will still appear in the news feeds of their followers. That’s the easy – albeit expensive – way.

But there is another way: By producing content that is so valued that your followers will feel compelled to share it. By doing so, they will help you bypass the social media gatekeepers, and will ensure that your messages get distributed to a wider audience.

It’s time to step up the quality of your content game – or toil away in obscurity. If you don’t have a documented strategy that includes audience personas, a detailed buyer’s journey for each audience segment and content mapped to each key step of those journeys, now is the time to do so. You’ll also need a “content tilt” – a unique point of view that differentiates your content so it gets the attention it deserves.

social media algorithms and content marketing

Finally, don’t overlook paid promotion. With a glut of content clogging up channels like Facebook and Twitter, it’s getting harder for your content to break through the noise. Some element of paid promotion is a must for your messages to achieve the reach they deserve.

It’s time to develop your plan

Growth Cycle MarketingDo you have a documented content strategy, customer personas defined and content mapped to it? If not, now’s the time to develop a comprehensive plan to take your content initiative to new levels of effectiveness.

To learn more, download our new content marketing eGuide, Making the Leap to Better Waters: Growth Cycle Marketing – a proven strategy for generating sales.

Instagram vs. Vine — Which Do YOU Choose?

Instagram vs. Vine by Cultivate CommunicationsAbout a month ago, I prepared a fresh blog post about the latest frenzy in mobile video called Vine (@VineApp). I began using Vine early on and thought about all the ways one could utilize it for business and how YouTube had better watch out. Little did I know that Instagram was about to release their own video tool built directly into their already monumentally popular photo-sharing service.

Boy, did I feel behind the wagon on that one. { forehead smack }

So I asked Zina, who manages our company blog, to pull my article. I didn’t want to see any snarky “We landed on the moon!” comments coming back at me on Twitter or LinkedIn for being “behind the times” on this issue.

Some days it’s hard to keep up when so much can change in an Internet minute. But now that we’ve moved ahead a few months into the reality of the situation in the video-sharing world . . .

Let’s talk about what’s happened since Instagram “peed in Vine’s Cheerios.” { Tweet This }

Instagram — already owning a massive piece of the mobile photo-sharing market — completely leveled the playing field on June 20, 2013, as you can see from this graph displaying link shares (orange = links to Instagram.com; blue = links to Vine.com).

Instagram vs. Vine by Cultivate Communications

I’ll admit that I, too, have since gone back to Instagram and don’t use Vine all that much anymore — primarily because Instagram’s audience is larger, and it has more options. However, in an effort to maintain a dynamic website, many businesses are still using both vehicles to:

  • Promote new products
  • Give consumers a behind-the-scenes look at their operations
  • Foster community and crowdsourcing engagement
  • …and more

The following infographic from TechCrunch.com displays a nice list of features from both Instagram and Vine, as well as what could be coming down the line from these two media-sharing giants. Check it out:

Instagram vs. Vine by Cultivate Communications

Even though I’ve been forced to revisit the topic of Instagram vs. Vine, I’m still of the mindset that YouTube had better watch out. The ease of use of both of these video-sharing channels makes it infinitely simpler and faster to share content.

Have you been using Vine or Instagram for your business? What do you think about the new and improved Instagram as it compares to Vine? Where do you see these apps heading in the future?

Contact me on LinkedIn and Google+ to discuss your predictions and your preferences. And, as Bob Wendt reminded us back in January, make sure you’re ready for the next big thing.

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