Social media marketing has gained great popularity over the past few years.
Each of these platforms uses its unique algorithms made of specific intricate logic, technical elements, and analytics to provide content to its online users.
You need to be aware of the priorities and criteria used by social media platforms to deliver content, news feed updates and search results for the users.
This article goes through the social media algorithms that you need to know as a Singapore marketer.
Complete Guide: Exactly How Social Media Algorithms Work
To succeed in social media marketing, you must understand how social media algorithms work. Each platform has its algorithm that works differently from the rest. So, you can’t apply a one-size-fits-all approach when creating social media campaigns.
In this article, we will reveal to you how different social media platform algorithms work. We will also go the extra mile to reveal secrets and hacks that you can use to gain an added advantage.
- How Does Facebook Algorithm Work in 2022?
- How Does YouTube Algorithm Work in 2022?
Let’s dive in and look at the above social media algorithms in detail, shall we?
How Does Facebook Algorithm Work in 2022?
With approximately 2.936 billion users, Facebook is undoubtedly one of the most active social media platforms in 2022. The platform has a robust algorithm that governs which posts are displayed in the user’s news feed.
Every post is given a score and arranged in a non-chronological order based on the users’ interests. Between 2009 and 2021, Facebook released more than eight major algorithm updates.
Here is a brief overview of these updates.
- 2009: The first algorithm was launched to supercharge posts that garnered the most engagement regarding likes to the top of the feed.
- 2015: Pages with too much promotional content were downranked following the “See First” feature launch. This feature allowed users to select the posts they would like to see in their feed.
- 2016: Time spent became a ranking signal. The value of posts was calculated based on the number of time users spent on them.
- 2017: Facebook started to emphasize weighing reactions such as emojis more than likes. The completion rate was introduced as a video ranking factor. Videos that are watched to the end get more visibility.
- 2018: New algorithm prioritises posts that spur meaningful conversations and interactions.
- 2019: Another algorithm was introduced that prioritised original video content that is high quality. Videos watched for more than 3 minutes got more visibility and were ranked higher than their counterparts.
- 2020: Facebook decided to shed light on how its algorithm works to give users more control over their data and content displayed on their feed.
- 2021: New details about the current algorithm were posted online to give users improved access to their data.
Rest assured that the company will continue improving the algorithm to offer the best user experience and keep up with new trends. Below is an overview of how the current Facebook algorithm works.
First, the Facebook algorithm determines which stories may resonate with you based on three primary ranking signals, namely;
- Who posted it: You are likelier to stumble across content from people and businesses you have interacted with recently.
- Type of content: If you interact more with videos, the algorithm will automatically populate your news feed with video content. The same case applies to other content types, such as photos.
- Interactions with the post: Posts with the highest engagement from people you interact with are prioritised.
Facebook is keen on having an algorithm that resonates with its users’ needs and preferences. To achieve this goal, it gives users a chance to train the algorithm by;
- Providing a favourites feature: You can select up to 30 pages and people who’s posts you would like to see more often and at the top section of your feed.
- Improving in-feed options: You can now instruct the platform not to show you some content by clicking on any posts and selecting the “I don’t want to see this” option. Other options include hide post and hide ad.
How to Create Content that meets Facebook Algorithm requirements?
- Research the content your audience wants to see in their news feed. Informative, meaningful, and exciting content topples boring content.
- Focus on creating authentic and original content
- Desist from attempting to manipulate the algorithm
- Consistently engage with your audience by replying to their comments and messages.
- Encourage the audience to also engage with each other.
- Leverage the Facebook Stories feature, especially the Reels, to provide more exciting video content.
- Don’t forget the conventional status post – keep the audience aware of your actions or thoughts.
- Hire influencers to expand your reach
How Does YouTube Algorithm Work in 2022?
The demand for video content is insatiable. If you are in doubt, picture this, more than 122 million people watch videos on YouTube daily. A whopping 500 hours of new content is uploaded daily on the platform.
Like Facebook, the YouTube algorithm has undergone a significant transformation. Here is a brief history of major updates that shaped the platform between 2005 and 2016.
Between 2005 and 2011: YouTube was developed in 2005, and since then, it has been steadily growing. The first algorithm prioritised videos that garnered the most views and clicks. It resulted in content creators using click-baits, misleading thumbnails, and titles to get views.
2012: YouTube algorithm was tweaked to rank videos based on watch time – the average amount of time users spent watching the videos. Creators pounced on it and created longer videos to increase watch time.
YouTube got wind of this tactic and ignored it altogether. It encouraged the creation of videos that resonated with the audience.
Between 2015 – 2016: YouTube algorithm started focussing more on viewer satisfaction.
It started administering surveys and gauging direct response metrics such as likes, shares, and dislikes.
In 2016, it published a whitepaper that detailed how the platform relies on Artificial Intelligence to rank videos.
Between 2016 and Now: The current YouTube algorithm is run by bots with a superb ability to identify harmful content. The bots automatically de-rank and de-monetize videos that contravene its guidelines.
In early 2019, a new algorithm was launched that reduced visibility of borderline video content by 70%.
What is borderline content? Borderline content is content that doesn’t violate the guidelines but is considered misleading or harmful to the community. Also, content that is regarded as violent or hostile is immediately deleted.
YouTube algorithm will continue being improved to match new content types and trends.
How to create content that meets YouTube algorithm expectations?
The main objective of the YouTube algorithm is to display videos that match a viewer’s interests. Secondly, to encourage them to keep watching the video till the end.
To give you a clear understanding of how the YouTube algorithm works in 2022, let’s divide the algorithm into three categories, namely;
- The algorithm that determines with videos to display on the YouTube homepage
- The algorithm that ranks videos on the results page for different search terms
- The algorithm that suggests videos to users
In a recent video, an expert confirmed that suggested and homepage videos are the top traffic sources for most channels. Instructional and explainer videos get the most traffic from search.
How does YouTube decide which algorithm to activate? Simple, the platform relies on a host of ranking signals to know which videos users are more likely interested in watching.
The traffic sources are different, but three key factors that influence video view count are;
- Personalisation: The target users’ history and preferences
- Performance: The estimated average success of the video
- External Factors: The market and overall audience
How does the YouTube Homepage Algorithm Work?
This algorithm determines the videos that are displayed on the homepage. Numerous factors are considered since its yet to known the interests of the user. However, the two main factors that it deems are;
- Personalisation: YouTube uses background information about the users, such as interests and past behaviour on the platform (previously watched videos), to know which kind of content would spark their interest and attention.
For example, if you frequently watch videos related to cryptocurrencies, YouTube will automatically display videos that discuss cryptocurrencies on your homepage.
- Performance: Video performance is measured using likes, dislikes, average view duration, click-through rate, average percentage viewed, and viewer surveys.
Whenever you upload a new video, it’s displayed on a few users’ homepages. And if it appeals to them and they engage with it and take actions that show they find it interesting such as like, share, or watch the whole video, it will be displayed on more homepages.
How does the YouTube Suggest Videos Algorithm Work?
YouTube algorithm suggests videos to users based on their past browsing history. Note that YouTube is the second largest search engine after Google. The context of the videos you watched in the past gives the algorithm an idea of what you would like to see when you visit again.
It also relies on personalisation and performance to fetch these videos. Also, it’s likely to recommend videos that are related to videos you previously watched or videos that are usually watched together by other users.
When creating a YouTube marketing campaign, we recommend checking the analytics page to know which other videos your target audience watched. This insight will enable you to understand their interests and preferences.
Another hack that will enhance your visibility is creating a sequel of your top-performing videos. Ryan Higa recently went viral by applying this strategy.
How does the YouTube Search Algorithm Work?
YouTube is a search engine like Google that you cannot afford to ignore. Like its big brother Google, it has its own SEO best practices that content creators should follow when creating and optimising videos.
Here are secrets on how to get your video to rank at the top of the search results page.
- Optimise it with keywords: YouTube relies on the keywords in the video metadata to understand the content. Therefore, if you want your videos to be displayed to the target audience, make sure that you include the target keywords in the video title and description.
- Performance: Once the algorithm fetches videos based on the search query used by the searcher, it goes a step further to rank the videos based on performance. Some metrics it uses to measure performance are survey feedback, click-through rate, watch time, and likes.
Now that you know how the YouTube algorithm works in 2022? Let’s dive even deeper into how to improve your organic reach on YouTube.
How to Improve Your Organic Reach on YouTube?
To succeed in increasing your organic reach on YouTube, you have to understand how the YouTube algorithm works. Here are 5 tips for achieving this goal without breaking a sweat or spending a fortune.
Carry out extensive keyword research
The research will help you to know which terms or words your target audience uses to find videos. The keywords should be included in the following;
- Video file name
- Video title
- Video description
- Video script
Don’t just insert the keywords; make sure the video content matches them. Consider the searcher’s intent when creating the videos to increase performance and chances of going viral.
Create a Custom Thumbnail for Every Video
Thumbnails are the first thing the audience sees on the homepage or feed. Make it appealing and custom to pique their attention and lure them to watch.
It should be related to the catchy title you wrote and also must contain the target keyword.
Encourage Your Audience to Watch More Videos Posted on your Channel
Encourage the audience to watch more than one video by using cards to highlight other relevant videos available on your channel.
Other hacks include creating playlists of similar videos, ending videos with CTA to other videos, and including subscription watermarks to convert regular viewers into subscribers.
Don’t Limit Yourself to YouTube Traffic.
Explore other YouTube traffic sources by posting links to your videos on external websites related to your videos, cross-promoting them on other social media platforms, running a YouTube Ads campaign, and collaborating with different brands and channels.
Collaborating with other channels and brands will increase your reach by showing your videos to a new group of people yet to subscribe to your channel.
They probably have never heard of your channel and will be willing to subscribe if they find the videos valuable.
Engage with the Viewers
Show viewers that you are honest and care about them by responding to their comments.
You could also encourage them to suggest topics they want to be featured in the next videos.
Finally, give your audience what they want by creating content that matches their interests and thirst for information. Experiment to evolve and keep tabs with trends to grow your channel.
Get in touch with our social media marketing team for more information on leveraging social media algorithms.
Facebook is the most famous social media network in Singapore and worldwide.
Since 2018, its algorithm ranks the contents according to how it brings in meaningful interactions.
Facebook content with the most interactions regarding shares, comments, and reactions will be ranked the highest on the news feed.
More so, Facebook maintains the record of your interactions with different Facebook pages and friends’ posts.
This way, they can perfectly predict what you are interested in and would want to see. They hence aim at providing you with relevant posts from these same pages and people.
What are meaningful interactions according to Facebook?
They are based on interactive posts that people feel they want to share and comment on activities that prompt user discussion.
Engagement and interaction should hence be your focus as a Singapore marketer on Facebook.
Measure your posts comments, shares and reactions using Facebook interactive metrics.
Generate content that triggers interactions as the more the page followers interact with your content, the more you continue to feature on their news feed and that one of their friends.
Live video has been called out as one of the highest triggers of engagement with six times more interactions as compared to normal video.
The Facebook search uses real-time prediction of your complete search query and includes publicly shared conversations and those from your friend’s accounts.
In 2016, the Instagram algorithm prioritized the posts that you are more interested in to appear at the top of your news feed. However, in 2018, Instagram returned to a timeliness-based strategy. Why did it revert to the time algorithm?
Instagram said that the change was a result of users’ feedback wanting them to make the feeds feel more recent and fresher.
Instagram users are hence interested in new content other than personalized news feeds featuring posts that they may be interested in according to their engagement history.
The recent time-based algorithm means that you need to post your content at the ideal time for it to appear in your follower’s news feed.
While there is no stated perfect posting time, you need to research the peak times when most of your followers are online to engage them. The search algorithm on Instagram is grounded in your activity.
Who you follow and the posts you like determines your newsfeed mix of video, photo, and stories.
The LinkedIn algorithm as of 2018 focuses more on understanding your interests and preferences to give updates according to this relevancy.
The platform uses lots of signals in an attempt to provide post updates according to individual relevance.
These signals can be grouped into three groups. The first group is your personal identity including your skills, connections, and work according to your LinkedIn profile.
The second group is the content engagement regarding recent posts, total likes, views, mentioned companies, people and language.
The last category is personal behaviour such as engagement frequency, shares and likes, and time spent on your feed.
By analyzing these signal varieties, LinkedIn can evaluate your interests.
The primary aim of this platform is to promote the success and productivity of its users. Such signals include the user’s experience, the amount of time spent on content and LinkedIn social graph insights.
The likes, comments and time spent on your content will hence determine how successful you will be as a Singapore marketer.
The search result bar of LinkedIn gives search suggestions for companies, people or groups as you type.
When specifically searching for people, the LinkedIn algorithm delivers results according to the search history, searchers’ activity and other LinkedIn users who have done such searches.
The most current Twitter algorithm was released in 2016.
The algorithm ranks the tweets according to how relevant they are based on your engagement history with your followed accounts. The most relevant tweets appear on the top of your feeds.
These tweets appear in reverse chronological order.
In simpler terms, the more recent tweets come first while the rest follow according to their posting time.
You can alter your Twitter settings to choose between recommended tweets and timely tweets.
Timely tweets are presented according to the post times while recommended tweets are presented based on your Twitter personal engagement history.
The best strategy is to optimize your content for maximum interaction anduploadg it at optimal times.
However, it is noteworthy to know that Twitter search results are based on relevance other than posting time.
This article has exclusively gone through all the relevant details you need to know about social media algorithms as a Singapore marketer.
Without considering the custom user settings, we can summarize the primary criteria of each social media platform algorithm.
This includes relevance for Facebook, timeliness for Instagram, relevance for Twitter and relevance for LinkedIn.
Engagement metrics should hence be the driving force of your social media tactics as relevance is the dominant factor.
Though Instagram is more of timeliness, your posts will be more likely to be on the Instagram search if they receive many comments and likes.
The present algorithm for social media is in this state, but you never know when the next optimisation will come and change it.
You hence need to be alert by following the social media platform engineering blogs and news.
Get in touch with us for professional social media marketing services in Singapore.