The Evolution of Digital Marketing: How Social Media Algorithms Are Shaping Brand Strategy

Look, we’ve got to stop calling it “digital marketing.” At this point, it’s just marketing. If your strategy isn’t hitting digital channels, you’re not even in the race. Let’s talk about one of those channels: social media. Social media channels have become top players in the space for brands to engage with their audience, build recognition, and foster customer loyalty – afterall, a thriving brand will always consist of raving fans. However, with the constant wave of ever-changing algorithms, businesses often find themselves lost in a digital maze, trying to keep up with every new trend that people say is game-changing.

The Impact of Algorithms on Social Media

Social media algorithms are designed to enhance the user experience. They’ve reshaped how brands build and execute their digital strategies. In the early days, on platforms such as Facebook and Instagram, content was shown to users in a reverse-chronological order or feed. If you posted at the right time, your audience would inevitably see your post. Simple, right?

Well, as we all know, we can never have anything nice. Now, these platforms prioritize content based on factors such as engagement, relevance, and user behavior. For example, Facebook currently has an algorithm that focuses on content that pushes for “meaningful interactions.” Instagram on the other hand shows content that users are most likely to engage with based on what they’ve liked and engaged with before.

The issue with keeping up is that the rules are constantly changing. When marketers “think” they have it all figured out, they don’t. So it’s no longer about producing great content anymore; it’s also about understanding how the social media platform’s algorithm works and moves - and how you make sure your content is seen.

The Struggle to Keep Up

There are a few brands that once relied on a steady stream of organic content, that are now facing the harsh reality of fewer and fewer followers seeing their content – unless it’s engaged with almost immediately. Organic reach on Facebook has dropped about 5.2%, according to Hootsuite. For Instagram, there are reports that show the organic reach for posts is now 9.4%, which is a decline from the numbers from the last few years. While this is a decline, it’s also a sad stat considering Instagram has one of the highest organic reaches among every social media channel.

For a small business, this seems like a terrible uphill bike ride in the rain. Not only is the incline a little too steep, but the chain keeps breaking and the wheels keep slipping – a metaphor for the algorithm always changing. Many businesses now feel overwhelmed when they try to understand these algorithm changes while also managing content creation, customer interaction, and overall brand management. The reality is, even the most authentic, well-designed social media posts may go unseen in the current landscape of social media.

Data-Driven Strategies for Navigating the Algorithms

But it isn’t all dark clouds and rainy days… So, how can brands adapt?

• Engagement: The more your audience interacts with your content, the more the algorithm is likely to prioritize it. Recent data shows Facebook posts with images see 2.3 times more engagement than those without. Instagram videos also get 49% more engagement than static posts do.
• Diversify Your Content: Almost all of the social media platforms available for marketing-use favor variety. Instagram reels can boost your visibility due to the current focus on short-form video. Let’s not forget that attention spans have gotten shorter and shorter, so that’s also bound to play a role. TikTok’s algorithm can give brands a significant lift. According to some studies, short-form videos in general receive 2.5 times more engagement than long-form videos.
• Take Advantage of Paid Media: The truth of the matter is that organic reach is not your end all be all – it never can be as it can only take you so far. In fact, 83% of marketers now rely on paid social media ads to reach their target audience.
• When In Doubt, Stay Consistent: HubSpot published research which found that businesses that are posting 16 times or more per month see 3.5 times more traffic than those posting less frequently. This is even in the face of change!

A Human Approach

While it’s important to grasp the technical side of social media, it’s also important not to lose sight of what really matters – your audience! Algorithms may change, and that change may lead to you having inconsistent visibility, but when you build genuine relationships you’ll always have meaningful engagements and more conversions.

For smaller brands, this is difficult. Empathy is key. Social media is noisy – like a room full of toddlers – but cutting through that noise requires a human-centered approach (no Karen, you can’t just give your kid an iPad to play on). When planning out your content, consider common pain points, aspirations, and values of your audience. By consistently providing value, you’ll have an engaged community that’ll help you push above the algorithmic constraints.

Takeaways

The evolution of marketing and social media has been detrimental to brands looking to consolidate a brand strategy, but it doesn’t have to be an impossible mountain to climb. With the right approach and focus, brands can not only survive, but grow in today’s digital world.

At CETDIGIT, we understand the frustrations and challenges that come with social media marketing. If you’re struggling to navigate algorithms or develop a strong brand strategy, we’re here to help. Our team of experts can guide you through every step, ensuring your brand stays visible, relevant, and impactful in this ever-changing environment.