Guest bloggers Linley+Lauren are back with part 2 of their posts about social media algorithms. These biz besties are co-founders of WORK//SHOP, marketing, social media and store planning resources for independent retailers. Follow their fun @linleylaurenlp2 and flamingle with them during their four social media seminars on Friday, April 8, 2016 at Atlanta Apparel.
Congratulations! It’s time to get engaged… Don’t remember falling in love? Then hop over to our first post to get to know your new suitor, Al Gorithm (aka, the infamous social media algorithm). Last time we talked about why you should get engaged, so this time we’re gonna tell you how to get Al’s attention and make him fall for you!
Our bachelor beau, Al Gorithm, is going to operate on Instagram very much like he does on Facebook. Al will be checking out how engaging a post is, as well as information about photos each user has liked, accounts they follow, and anything going on in their network.
Here’s what he will be looking for in engaging prospects specifically:
1) How often users interact with the account
2) The number of likes and comments a post receives from the world at large and from users friends in particular
3) How much users have interacted with the type of post in the past
4) Whether or not users and other people across the platform are reporting a given post
The bottom line is… the more engaging the post is, the more people will see it in their feeds.
So how can you be more engaging? First of all, don’t look desperate! We don’t recommend asking your followers to ‘turn notifications on.’ It’s really annoying to have your phone ding anytime someone posts on Instagram, and it’s a quick way to turn followers off.
Next, figure out what turns followers on! Use an analytic service (we heart Iconosquare) to determine what types of posts perform best and when your audience is most likely to interact with them. Apply what you learn as you plan your future content calendar and your consistent follower interaction is sure to wow Al. Show Al that you’re a good conversationalist by asking your followers questions or using a call to action like encouraging them to ‘double tap’ if they like your post. Fill in the blanks are one of our favorite ways to start a conversation. Fill in the blank style posts get NINE times more comments than other posts, yet less than 1% of retail brands use them. Your turn… Smart retailers are planning to start using fill in the __________ style posts!
And finally, we have some really good news about this courtship… Al is a pretty cheap date! Allocating a small budget towards paid ads to increase your audience reach can actually help your engagement too. Nerd alert! Studies have shown that followers gained from paid campaigns are more valuable than followers gained for free. Brands are reporting a 32% increase in their audience after a 30-day paid campaign followed by a 25% increase in engagement. Talk about a match made in heaven!
Like every good relationship, this one is going to take work. As soon as you get comfortable with Al, he is sure to change. But one thing is for sure, paying attention to him and getting engaged will pay off in the end and together you’ll live happily ever after!
Part 2 of 2