Social Media Algorithms: How to Stay Visible in 2024

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Jan 12, 2024 / by
Social Media Algorithms: How to Stay Visible in 2024

By its very nature, the landscape of social media is always evolving, with platforms constantly updating their algorithms to shape the way content is displayed and interacted with by users as trends come and go and users grow up and out of one platform and into another.

In 2024, staying visible on social media platforms like Facebook, Instagram, Twitter and (the new kid on the block) TikTok will require a strategic understanding of these algorithms, and, in that regard, we can certainly help. Let’s start by putting each of the big four under the microscope.

Facebook

Facebook is a platform used primarily by older users who are looking for more grounded and meaningful content. In 2024, Facebook’s algorithm will continue to prioritise this type of content, and this includes posts that spark conversations, are shared widely, and have high user engagement in terms of likes, comments, and shares. Facebook also values content authenticity, penalising clickbait, and misleading posts as well as information that has proven to contain “fake news”.

Instagram

Given that it’s based primarily around images, Instagram’s algorithm prioritises content that users find immediately engaging, measured through likes, comments, views, and the amount of time spent on a post. Stories and Reels have become increasingly important too, with Instagram pushing this type of content to the forefront so if you want to make an impact on Insta, keep it brief!

Twitter/X

X’s algorithm continues to prioritise recent, relevant content. Posts that receive immediate engagement after posting are more likely to be seen by a broader audience. The site also values content that is retweeted and commented on, indicating community interest and interaction. It’s worth noting, however, that since Elon Musk took over the company there has been a lot of upheaval and that looks set to continue well into 2024 and beyond.

TikTok

TikTok is comfortably one of the fastest-growing social media platforms. Unlike Facebook or Instagram, TikTok’s algorithm is heavily driven by user interaction and the appeal of the content itself, rather than the follower count or the history of the user posting it. This has made TikTok a platform where anyone can go viral, regardless of their follower count and has made it incredibly popular with younger users.

TikTok’s algorithm focuses on user engagement metrics such as watch time, likes, comments, shares, and the completion rate of videos. The algorithm also considers the video’s details like captions, sounds, and hashtags. The ‘For You’ page (FYP) is the heart of TikTok, where content is personalised for each user based on these factors. Getting featured on this page should be the primary goal of any TikTok marketer.

Strategies to Enhance Visibility on Social Media in 2024

Of course, the strategies are going to depend on which social media platforms you’re targeting. If you’re going after Gen Z, for example, TikTok should be your primary focus, whereas Millennials tend to stick to Instagram and older customers will be found on Facebook. There are, however, several strategies that can work across the board, as long as you remember to adapt them to your platform of choice.

Create Trending Content

Creating content that resonates with your audience is crucial and one of the best ways to ensure you’re engaging with your audience is to closely follow trends. Trends, you see, are the spindle around which social media revolves, particularly TikTok. Use high-quality visuals, compelling narratives, and interactive elements like polls or questions to encourage engagement with these trends and don’t be afraid to move onto the next one, because one thing about trends is that they rarely last very long.

Engage with Your Audience

Actively engaging with your audience through comments, direct messages, and community posts can significantly increase your visibility. Prompt responses and interaction show platforms that your content cares about community and engagement so ensure your social media teams are on it when it comes to response times.

Optimise Posting Times

Understanding when your audience is most active on each platform can help in optimising post times. You should also ensure you’re posting regularly as consistent engagement keeps your content in front of your audience and signals to algorithms that your page is active and relevant.

Use Hashtags Wisely

On platforms like Instagram and Twitter, using relevant and trending hashtags can increase the discoverability of your content. However, overusing hashtags or using irrelevant ones can negatively impact your visibility so don’t go overboard with it!

Collaborate and Cross-Promote

Collaborating with other users or brands and cross-promoting content can expand your reach and bring in new audiences. Influencers are a key tool here, as they will act as a bridge between your brand and consumers, lending a familiar face to your marketing that seems genuine and sincere.

Of course, this might be focused on 2024 but that doesn’t mean you should stop learning. As we look ahead, social media algorithms are likely to continue evolving, possibly incorporating more advanced AI and machine learning techniques to personalise user experiences further. Staying informed and adaptable will be key to maintaining visibility and ensuring your social posts remain relevant, shareable, and popular for months and years to come.

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