THE ALGORITHM An algorithm is a set of guidelines that describe how to perform a task. A social media algorithm's task is to decide what users see when they log in. Knowing how a platform's algorithm works is like learning to the rules of a game. You need it to win! The rules of every algorithm are different. As of June2018, here are some tips for the TOP 3 BRIDAL INDUSTRY SOCIAL MEDIA PLATFORMS Facebook Challenge Content from family and friends is prioritized over pages. Work with it! Get people talking! Conversation keeps your post on more feeds. BUT!Avoid 'Engagement Bait'! The algorithm knows that phrases such as "comment below if" and "tag someone who" are meant to take advantage of its engagement boundary, and punishes those posts! Feeds are no longer in chronological order. Your page isn't showing up in users' search results. Go Live! FB wants this feature to catch on; take advantage of that visibility! Make sure your profile is 100% complete, or the algorithm may show other businesses that share your name ahead of yours. ADS Facebook owns Instagram. Both sites limit what your followers see unless you pay for advertising. Remember this is part of their business model, meant to generate revenue for them - It's your job to make sure it also brings revenue to your business! Instagram Challenge Feeds are no longer in chronological order. If users don’t engage with you, they won’t see when you post. Since the feed switched from chronological order, average organic reach has dropped to only 10%. Work with it! Post to your Story! Your Story doesn't get buried in users' feeds like other posts. Create content that makes your followers want to tag their friends and get talking! The lifespan of a post has risen from 45 minutes to 72 hours. Make content that lasts! TIP! Hold off on fixing that typo! Posts edited in the first 30 minutes perform poorly compared to those edited later, or not at all. Pinterest is a little different because it's a search engine, not a social media site. However, it still uses an algorithm (called 'smart feed') to control what its users see in their feed and searches. MAKE SURE YOU: Include your location in your Pins. Use automation! Smart feed does not differentiate between live and queued posts! Make your first five pins of the day count! They will be more visible than the rest. by Deci Belfry Use Pinterest's preferred image dimensions of 600 x 900 pixels, or 2:3 ratio. Choose up to 20 hashtags and use them from now on! (Don't waste time retroactively tagging old posts - smart feed only uses hashtags to help people find new content!) CHECK YOUR SUCCESS If you want to see how you measure up after making these changes, ask a friend who doesn't usually engage with your brand to search for you. Your own search results are biased!
…AND BEYOND Use Their Name It may seem inauthentic to include subscribers' names, but statistics show it's worth it! Newsletter Social media is a tool to gain visbility. Focus on ways your followers can access your content without someone else's algorithm interfering! Don't Overdo It Experts disagree on how frequently to send newsletters. Scheduling 1-4 times per month is enough to engage your base without exhausting them. Remember: It's An Email Images are important, but written content should be the focus. Keep It Simple And Direct Keep your message front and center. Users shouldn't have to try very hard to find important information. Website Check Your Score Use the WedAltered web site score card to make sure your site is well built, tells your story, and is actually bringing you brides. Build A Relationship Help customers get to know you better. When they do, they come in already in love with your store, your dresses, and your team, which makes the sale that much easier. Be 'Like'able! Even though you're not fighting an algorithm, you should still create content that appeals to users' desire to connect and share. Blog Build A Narrative Give users a reason to keep coming back and wanting to see more. Let them know who you are and what you stand for. Enjoy Your Freedom, But Stay Consistent! There is no algorithm forcing you to post more often in order to be seen, which is good but can be a double-edged sword. Set a schedule and stick to it - let your readers look forward to your next post. TAKE ACTION AND GET RESULTS… All this info can feel overwhelming. We get it. But improvement in your messaging, marketing, and social reach means more brides and more sales....so pick something up and take action today! Many individual steps will bring you a to completely different place in no time. Want help? Grab the Website Scorecard, come join the discussion in the WedAltered Facebook group, and grab a ticket to LAUNCH - where Christen will be just one of the many experts present, and will be speaking on all things digital and content marketing for bridal stores. Website Scorecard Facebook Group LAUNCH Tickets