All social media platforms operate using something called an algorithm, mysterious code which determines who sees what posts and when. Instagram is the easiest place to see this in action.
Head to your Discover page and have a look at the content you’re being shown. If you’re a regular user of the app, it’s likely to be a collection of posts about topics you’ve shown an interest in, based on the content you’ve engaged with on the app. For example, if you’re in the middle of re-decorating your house and have been checking out home accounts for inspiration, it’s probably going to feature pictures of beautiful interiors.
Algorithms are built on ranking signals – key factors which determine how well the platform thinks a post is going perform in a user’s newsfeed. Social platforms never release full details of their algorithms, but we can work out some of the ranking signals and use it to build a strategy.
For Facebook, we know the following ranking signals are important:
- How long a page has been active
- Percentage of followers engaging with the page
- How consistently the page posts
- How actively the page engages with followers
- Amount of time users spend on stories