In the world of marketing, changing the social network algorithm is always a hit.
Due to the great dependence of brands on social networks as a marketing channel, the algorithm, and its smallest change binds hands to marketers.
Here are some tips on what to do when a social network decides to change how content is distributed.
Be a turtle, not a rabbit
Often, the initial panic caused by the changes and speedy decisions that are being made at that moment can bring more harm than benefit. Stay sober and carefully analyze the impact of the changes, and only then you can decide on the measures of adapting your strategy. These changes will be based on real results, not rumors.
Examine all factors
The algorithm can influence your success both positively and negatively, but it can also be influenced by many other factors – the type and quality of content, key events, etc. The most important thing is to understand the results of your performance on social networks and which factors affect its performance.
The big changes in the algorithm are the ideal time for testing different presumptions. Try some experiments whose failure will not cause too much harm to the business, and then conclude what works, and what doesn’t. It would be best if you were to conduct a separate experiment for each social network individually. This would allow you a much deeper understanding of how your content should be adjusted.
Take advantage of changes for growth
Customize. For example, when you get a drop in organic reach, try a larger number of actions. It will definitely help a little. To start. Then, focus your attention on co-operating with influencers and creating common content. This will provide you with more references and sharing. If social networks begin to force video content to the top of the search, start producing more video content. This is certainly a lot of work, but the results will be much better.
Collect, think and possibly change
Have your marketing team hold a consulting meeting where everyone will decide what to change. Changes can certainly be painful, but they are inevitable. The thing of critical importance in this world of constant change is that you have different methods and channels that reach your clients-SEO, social networking, SEM, paid ads, e-mail, etc. In this way, your KPI will not be immediately threatened by changes made by any platform.
It is necessary to constantly monitor analytics, even when there are no changes in the algorithm. As we have already emphasized, the most important thing is not to panic. You do not have to shift in the changes because it’s time you need to understand the algorithm change. Analytics will surely help you with this.
Practice A / B testing
Take note of the main indicators of your performance and how the algorithm changes affect the desired actions. It is occasionally necessary to conduct an A / B test to see which strategy gives you better results.
Explore what you’re missing
Once you understand what changes have been introduced, identify the gaps that currently exist in your strategy. When you find out what’s missing, customize your content and strategy accordingly.
Responding to changes at the moment they happen will surely lead you to insanity. Keep disciplined and consistent to meet the needs of your audience. Do not run for every new idea. Better focus on the thorough research on how to improve the strategies you are currently using.
Distinguish the changes
When a social network changes its algorithm, it is inevitable that you will find it more difficult to see where organic reach is going, but the very essence itself remains the same. The algorithm that changes the favored form of the content will certainly require a change of strategy, but an update that changes what the engagement-consisting of will simply be accepted as a new normal way of functioning.
Follow and respond to your audience’s reactions, not the algorithm. You will not believe how little change in the algorithm can affect your business if you remain focused on what is happening to your audience all the time. Use qualitative feedback, not just quantitative.
Ask yourself why
There is a certain reason for every algorithm change. Is the reason migrating the audience from the platform and trying to get it back? Or maybe it’s overburdening with the marketing content. Whatever the reason, you should make sure that you are not the reason for such a change and decide which is the right course to continue attracting the audience.
Take the road less traveled
Always think what will separate you from the others. Whenever a change occurs, everyone begins to apply the same new strategy. In reality, the most successful people on social networks are those who are thinking about what they can do differently from others.
Hold on to the plan
This is not easy. On the other hand, it’s not that hard. Let’s get back to the plan: What’s the reason we’re hit with change? What is needed (in translation how much money) to maintain the level of activity needed to achieve our goals? What’s the best solution? Then compare these two aspects. In the past, only subtle changes will be needed, and sometimes the whole strategy will change.
Become immune to the algorithm
After all, all changes in the algorithm are worked out to improve the user’s ultimate experience. Your strategy should be based on the constant production of quality and useful content. You cannot win in the game of chasing with the algorithm, but in the game of creating great content, you can
Keep an eye on the ultimate goal
Creating a strategy that has in mind a wider picture of what you want to achieve is the key to success. Maintain constant communication with your audience about what their needs are and thus avoid balancing with social networks.
Do not play
If you think that you will run the algorithm, you play the wrong game.
No, of course, we do not think you should give up on your Online appearance. Gove up from chasing constant algorithm changes on social networks and beware of what we have already emphasized. Produce quality content, invest in the optimization of both your website and the content itself, and the results, in the long run, will surely come.