![]() ![]() Failure to bring the user the popular content, that is easily accessed and at the top of the page (their “feed”), will result in their users going to another platform–because no one wants to be bored, look at unpopular content or spend hours going through the deluge of content that is being posted every hour to find something that interests them. The platforms are all competing for that “ golden ” asset, the active user. Why? Because the truth is, active users and the time they spend on the social platform is the most significant asset of a social media platform. Further, users have short attention spans and other priorities competing for their time.Īll social media platforms are driven by one thing: find relevant popular content for users, whether a picture of a puppy, a really popular band, or a friend’s story and put it in front of them. The business of social media platforms and why they need an algorithmĪs demonstrated above, the reality is that there is too much content being generated to display all things to a user. ![]() For businesses looking to engage with their customers and ultimately drive revenue via social media, knowing how to use the social media algorithm to your benefit and ensuring your content is front and center becomes critical. So, businesses often find their posts are lost in the deluge of content-especially since their content is only shown to less than 5 percent of their total audience due to social media algorithms resulting in an average engagement rate of only about 0.25 percent, according to Hootsuite. With all the content being created, it’s impossible for social media channels to display 100 percent of the content to a user’s feed. In a single day, there are 4.75 million items shared by Facebook users each day, 95 million photos and videos shared on Instagram and about 720,000 hours of fresh video content per day on YouTube. In today’s world of the internet and social media, content is produced at an overwhelming rate.
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