Machine learning algorithms, a subset of artificial intelligence, have been used for years by social media platforms to deliver content to users. The concept has been more of a \u2018one-size-fits-all,\u2019 learning from users\u2019 past behaviours through more of a social graph lens.<\/p>\n
But, today, as you may have noticed in your scroll \u2013 your feeds should feel a bit more unique to you.<\/p>\n
That\u2019s because AI has become a major contributor to social media, aimed at creating customized user experiences.<\/p>\n
Whether it\u2019s Facebook recommending Reels in its news feed relevant to you, Instagram\u2019s \u201csuggested posts\u201d similar to accounts you follow or engage with, the content in your TikTok\u2019s \u201cFor You Page,\u201d or YouTube\u2019s new \u201cMovies For You,\u201d AI is instrumental in helping users have a more personalized experience as well as allowing brands to reach a more accurate audience.<\/p>\n
Therefore, newer strategies are needed now to increase your impact with social media.<\/p>\n
Let\u2019s visit a few.<\/p>\n
How To Make AI Algorithms Work For You:<\/strong><\/p>\n 1. Tighten Up Content Topics<\/strong><\/p>\n With predictive analysis, AI predicts future user behaviour\/engagement based on their most current activity. That\u2019s very important to get.<\/p>\n What that means for brands is the focus needs to be narrowed down to perhaps three main pillars. This gives the brand a greater opportunity to become more relevant and remain in the feeds of current followers as well as getting discovered by non-followers.<\/p>\n Here\u2019s why:<\/p>\n Users are now only getting served the most suitable content dictated by their current behaviour.<\/p>\n If a brand is all over the place \u2013 it\u2019s harder to consistently reach the audience you desire and create an impact.<\/p>\n <\/p>\n 2. Study Content<\/strong><\/p>\n Once you have committed to your brand pillars, now it\u2019s time to take the guessing game out of what works and study what generates activity. Build off your content strengths.<\/p>\n <\/p>\n 3. Use Different Content Forms<\/strong><\/p>\n Give AI a reason to increase distribution by tapping into all content forms.<\/p>\n But create different purposes and goals for each.<\/p>\n With the \u201cStories\u201d content form, perhaps that\u2019s where you share a behind-the-scenes moment each day.<\/p>\n With short-form videos, always give it a focus \u2013 one hashtag is sufficient to categorize the content and help AI know where the content should go.<\/p>\n With photos \u2013 use multiple, like the carousel feature on Instagram. Posting various photos at once gives the content numerous chances for engagement.<\/p>\n <\/p>\n 4. Lastly, Interact<\/strong><\/p>\n It\u2019s funny when I began studying social media nearly 20 years ago, I realized the platforms offered an opportunity to remind people they matter and to never miss a moment to be good to people. Fast forward to 2024: AI algorithms want you to do just that.<\/p>\n Algorithms prioritize content that generates conversation.<\/p>\n It\u2019s no longer about doing the right thing by acknowledging comments, it\u2019s necessary as AI favors actual back and forth in the comment section.<\/p>\n As you see here, the human touch will always be critical in the growth and sustainability of your social media presence.<\/p>\n Because brands still need to physically tighten up the content topics, study the content, use different content forms, and engage with others.<\/p>\n But it\u2019s also critical to learn how to harness the full potential of AI as it relates to the algorithms and getting your content (organic or paid) greater distribution for discovery.<\/p>\n <\/p>\n