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Podium monitors algorithm changes in order to adapt quickly and maintain high rankings for our clients. Whether it’s an update to Google search, which impacts SEO, or adjustments to how social media networks display content to users, these changes impact our day-to-day work.
Understanding changes to algorithms helps us to gauge how to better tailor our services for clients’ websites and social media pages. If it’s a major change, we’ll adjust our marketing strategy to maintain page one search results for our clients, and to continue driving web traffic from social media.
Over the summer, some notable changes have occurred on social networks. Here’s a short overview of some notable updates that occurred recently, and tips for adapting your marketing strategy to stay ahead of the change.
Unfortunately, the latest Newsfeed algorithm changes have generally not been in brands’ favour. However, we’ve done our research, and found some ways to ensure our clients’ Facebook pages don’t get lost.
Anti-clickbait update
Clickbait refers to headlines or Facebook statuses which withhold or exaggerate information, attracting users to click through to a website.
If you’ve ever been online, you’ve been exposed to clickbait, but if you want some examples, this clickbait headline generator tool is pretty entertaining.
We’ll admit, we couldn’t resist clicking on: “Dragon Lizard Caught Playing Leaf Guitar In Indonesia!” Don’t click on it – this is all you need to see:
Anyway, the latest Facebook algorithm update can apparently detect ‘clickbait’ links, and punish Facebook pages that publish this style of headline.
What brands should do:
- Be wary about the type of articles you’re sharing on Facebook, making sure to cease sharing anything that ends “…And What Happens Next Is SHOCKING!” or “…Her Reaction Is Priceless!”
- Try not to withhold (too much) valuable information from your status, and refrain from using phrases like “Click to find out.”
- Make sure that the status you’re posting matches the information in the article you’ve shared, and that it’s worthwhile for users to click through to that link. Facebook can tell when users ‘bounce’ straight back from a link you’ve shared, which is taken into account in the anti-clickbait algorithm. Plus, they just specified that they’ll show stories that are ‘personally informative’ to users.
- Not sure if what you’re posting is considered clickbait? Check Insights for your page: if a post received a lot of ‘clicks’ but few ‘likes,’ it was likely too… erm, ‘clickbait-y.’
Instagram recently followed in Twitter’s footsteps, rolling out an algorithm instead of allowing the feed to display everything in chronological order. It’s algorithm even uses Facebook data to decide the order of the new Instagram Stories feature.
Now, Instagram users will see images from the accounts they engage with the most. So, even if users follow your brand, that doesn’t necessarily mean your posts will appear in their Instagram feed anymore.
If your marketing strategy includes Instagram, here are some ideas for staying relevant:
- Keep utilising relevant hashtags so that users can discover your content.
- You may want to consider paying for sponsored content. Instagram adverts are managed and purchased through Facebook’s ads manager, because it’s not complicated enough already, right? Brands can connect the company’s Instagram profile to a Facebook page, and create a sponsored post to gain followers and promote their products or services to new audiences.
Instagram is working on improving its brand services by rolling out unique business profiles, which will hopefully hit the UK soon.
Twitter announced some exciting updates to its platform…. Many of which we’re still waiting on. We’re looking forward to the rollout that will mean that media content (i.e. photos… or even better, gifs!) will no longer count toward your 140-character limit.
Twitter recently made it “easier” to verify accounts – this means your brand could ‘earn’ a little blue tick next to your username, signalling to customers that your Twitter profile is high quality, and that it’s actually what it says it is.
This feature has previously only worked for high profile Twitter profiles, like celebrities, politicians and news outlets. Now, anyone can apply – but there’s a catch.
- You’ll need a verified email address and mobile number for your account. Email is easy enough, but if your business doesn’t have a mobile number, you’ll need to find a mobile number that you’re happy to publish on Twitter (that isn’t already associated with another Twitter profile.)
- Plus, you’ll need to supply two links to prove that you’re worthy of verification, and add an explanation.
- Then, Twitter will decide if you’re eligible.
This feature might only be relevant for larger organisations for the time being – but it’s worth a shot to be able to appear more valid to your potential customers.
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