Cracking the algorithm code

Demystifying how to get seen on social media

Author

Ashton Henry
July 01, 2024

Social media algorithms decide who sees your posts, but how they work is often a mystery. All algorithms aim to keep users on their app longer by tracking what they like, engage with, and watch. There are no “hacks.” I tell my clients to show up consistently and authentically with high-quality, relevant content.

If you were forwarded this message, you can subscribe by clicking here.

QUICK BITES

The two platforms I get the most questions about are Instagram and TikTok. Both are powerhouses in the social media world, but their algorithms have some key differences:

📈 Learning Curve: TikTok's algorithm tends to learn user preferences faster, largely due to its focus on video watch time, even for content from accounts you don't follow.

🎥 Content Style: TikTok embraces a more casual, authentic vibe, while Instagram still leans towards a more polished, curated aesthetic.

⏳ Content Lifespan: TikTok content can have a longer shelf life if it remains relevant, whereas Instagram content is often more time-sensitive.

🔍 Searchability: TikTok excels in searchability, functioning almost like a video-centric Google. It likely transcribes video content in the background to enhance searchability.

BRAND BUILDING

Understanding the Algorithm Playbook to Boost Engagement

Watch time is a big factor in how algorithms learn what content users engage with and like. Even if a user doesn't like a video or follow a page, if they spend a long time watching it, the algorithm assumes they like that type of content and keeps serving it up. 

However, users can "retrain" their algorithm by quickly scrolling past content they don't want to see.

Here are some actionable tips that focus on these two key areas to boost engagement on platforms like Instagram and TikTok.

⌚ Maximizing Watch Time

Social media algorithms prioritize content that keeps users engaged. To capitalize on this, you should:

  • Hook viewers quickly: Create compelling openings in the first few seconds.

  • Deliver value throughout: Maintain interest with valuable content from start to finish.

  • Optimize video length: Experiment to find the ideal duration for your content.

  • Tell your story effectively: Use narrative structures like cliffhangers and teasers that encourage complete views.

  • Strategically place calls-to-action: Consider end-of-video placement for main CTAs.

  • Analyze retention rates: Study analytics to identify and address drop-off points.

📜 Avoiding the Scroll-Past

When users quickly scroll past certain types of content, algorithms will stop recommending it. To prevent quick scroll-pasts, focus on:

  • Targeted content: Ensure high relevance to your target audience.

  • Eye-catching visuals: Create appealing thumbnails that accurately represent your content.

  • Engaging captions: Caption your video to capture the viewer’s attention.

  • Consistent branding: Develop a recognizable style for easy identification (I talked about this in a recent newsletter about visual branding 🙌). 

  • Timing: Post when your audience is most active for immediate engagement.

Both Quality AND Quantity Matter

From my own experience, consistently posting 3 Reels per day (one in the morning, afternoon, and evening) on Instagram led to an increase in discovery calls, website views, and other metrics. However, the content should still be thoughtful and of good quality, even when posting frequently. I recommend creating guidelines for yourself to maintain quality while being consistent.

EXCLUSIVE VIDEO WORKSHOP

Calling all Milwaukee locals! 📣 

If you want to take your video game to the next level, don’t miss out on my upcoming video workshop on July 23rd. Just 8 seats are available for this exclusive workshop to ensure you get plenty of personalized one-on-one time with me!

Short-Form Videos Rule in 2024 📽

Short-form video reigns supreme on social media in 2024, with 96% of users favoring short-form videos for quick and effective product or service education. If you're not prioritizing a strong short-form video strategy, you're losing major visibility and engagement opportunities.

  • Crop videos to 9:16

  • Keep the length to 30-90 seconds

  • Create original, engaging, and relevant content

Noticing Slower Initial Views on TikTok? 🐌

Many creators are noticing a delay in view count growth, often taking 5-10 days to pick up steam. This could be due to TikTok's more thorough content review process. Stay patient and keep creating high-quality, original content.

TOOL TIME

Why I ❤ Social Media Planners

Looking for a way to stay organized and intentional with your social media strategy? Check out my new Social Media Planner, now available on Amazon! This planner helps you:

  • Define your business goals

  • Identify key topics and selling points

  • Create monthly and weekly content schedules

  • Track your analytics

JOIN THE SOCIAL CLUB

Exciting news!🌟 

We’ve lowered the price of our Social Club membership! Now you can get a complete monthly content calendar, daily custom pre-written captions, hundreds of Canva templates, and live office hours with me—for just $97 per month!*

My goal is to make the Social Club super accessible to businesses that are just starting out!

*If you were paying more than that, your bill has been adjusted moving forward.

PS — If DIY isn’t your thing, I’m officially accepting social clients again, so head over and book a discovery call! ☎️

Reply

or to participate.