Social Media Algorithms and How to Identify Your Audience

Social media is so entrenched in our culture that scrolling through feeds has become a daily activity for the majority of people around the world. And it’s not just established networks getting traffic every day. The rise of platforms such as TikTok and Twitch is attracting brands looking to advertise to reach new audiences. 

In 2021, according to SimilarWeb, YouTube and Facebook were the second and third most visited websites after Google. With so many users on these social media platforms, there is a need for order and relevance, which is the work of algorithms. 

What Is a Social Media Algorithm?

A social media algorithm influences data compartmentalization according to a predefined set of rules. These rules determine the arrangement of content in a user’s feed. Algorithms use machine learning and mapped data points to focus the content in your feed based on your interests, driving user engagement. However, algorithms aren’t always perfect and are constantly changing to ensure users get the best possible content, which poses a challenge for most marketers. 

Social media platforms don’t talk much about their algorithms, so the best way to find out how a bot likes your content is through trial and error. It’s also important to understand that algorithms differ across channels, as user expectations vary. For example, Instagram and Facebook users may expect more business-to-consumer content, while LinkedIn users are hungrier for business-to-business-related content.

3 Ways to Find and Reach Your Target Audience on Social Media  

Having established the basis of social media algorithms, here are three main methods to find and reach your target audience on social media.  

• Use data from existing customers 

There are two ways to get information from existing customers: surveys and interviews. The former is more convenient, while the other offers hidden gems you can’t get anywhere else.

An interview captures more than a survey; for example, what problem exists and how your solution solves it. Additionally, an interview opens the door for follow-up questions. They are a goldmine for adding context, examples, and a backstory to your notes. Further, you get a keyword list to use in your marketing messages and SEO research. 

Polls generally provide short answers and one-off responses. They do not carry the weight you need to capture the essence of your audience’s needs and perceptions. Ensure that your questions dive into your prospects’ triggers and habits so you can target them with your content and products. 

Using VPNs and proxies is also important for data scraping, especially for international prospects. For instance, when obtaining data on consumer habits in Indonesia, ensure you buy an Indonesian proxy to help you access sites that are not available in your country.  

• Be concise  

When it comes to social media algorithms, less is more. With over 3.96 billion users worldwide, it’s no wonder social media is overwhelming. Anyone who posts regularly to Twitter knows about character limits. Even after the limit changed to 280 characters, it’s still tricky to fit an entire message into a small space. However, a short and engaging post can help your brand stand out.

According to HubSpot, the Facebook post limit is 63,206 characters, but the ideal length is 40-50 characters. Therefore, it is essential to focus on providing quality information and avoiding filler words. There’s no need for a complex composition or an extensive rendering in your post copy. It’s Facebook, not an academic forum. 

• Find out who and what influences your audience  

Identifying where your audience consumes information and which recommendations they trust is critical. By doing so, you’ll know where to post content and discover the influencers you can work with on your campaigns. These sources are a secret weapon for brands doing social media audience research. All you need are hashtags, keywords, and social accounts to gain valuable insights about your prospects. 

• Collaborate with influencers  

Your potential customers already know and love social media influencers. Take advantage of these relationships by working with trusted celebrities on your projects. Consequently, pay attention to engagement levels to guarantee their words carry the weight. Collaborating with influencers ensures that your brand reaches people affiliated with the influencers, thereby increasing its reach. 

Final Word

Social media algorithms are constantly evolving, making it difficult for marketers to maintain brand relevance. It’s impossible to know how online networking platforms prioritize content. However, it is vital to optimize your marketing strategy to ensure that algorithms help you reach your potential customers.