Are you worried that your marketing content will suffer even worse reach and engagement than it did in 2022? You’re not alone. 80% of social media videography/video marketers say that their top strategy is to increase engagement across all channels.
Don’t fret — In this blog post, we analyze the different algorithms for all the major platforms in 2023 (Facebook, Instagram, Linkedin, Twitter, TikTok, Pinterest and YouTube) and we provide actionable tips on how to get the algorithm to work for you, instead of against you.
We’ll be keeping this article updated all year with news, tips, and tricks to help you master organic reach in 2023 and beyond.
Paid social media traffic is critical for many businesses and brands, but organic traffic is the white whale: it’s free, fosters loyalty, and builds community. Since you spend so much time on your content, you want as much free reach as you can get.
A social media algorithm is an automated calculation that decides which social media posts make it to the top of your feed and which don’t. In that sense, the social media algorithm actually makes sure you only see posts that would interest you at the top of your page.
Overall, the top factors in most social media algorithms in 2023 are:
Let’s dive into the social media algorithms of 2023!
Let’s look at how business-related content can make it into users’ organic social media feeds without utilizing a business page to post content.
Posts by users’ friends in groups show up far more often in the newsfeed than ever before. You can build up friendships and a following to discuss business, right from your personal account.
Here are some of the defining factors of this social media algorithm:
The most significant updates for 2022 & 2023:
Here are some ways to get the Facebook algorithm on your side in 2023 (aside from running paid ads).
When it comes to engagement, Instagram is light-years ahead of Facebook. Brands’ content on Instagram gets a 1.6% engagement rate. Let’s take a look at how business owners utilize Instagram.
In these examples, a fitness coach asks her audience for shopping decision advice, and a marketing education site offers a mini-tutorial in a carousel post.
The Instagram algorithm has the following characteristics:
While there’s always a concern that Instagram will start to downgrade content from business profiles, there’s still evidence of this being true. In 2023, even more users see content by profiles that they don’t follow (not in the Discover tab but their main feed). To increase your chances of that happening, focus on getting engagement from your core followers.
Instagram has announced on what basis they decide whether they recommend your content or not. The most important points are:
Also, Instagram has enrolled Reels, their very own version of TikTok. Some Instagram accounts have exploded since using this new feature, so it may be worthwhile to invest some time in this type of content.
How can you master one of the most challenging social media algorithms in 2023? Let’s see:
With 330 million monthly active users and 152 million daily active users, you can’t completely ignore Twitter. Twitter is still vital in the B2B space.
If you’re not sure if it’s worth your time, spend some time there — check out competitors, other companies, and popular hashtags — to see if your target audience is active on Twitter and what type of posts tend to perform well in your industry.
Let’s take a look at some example posts that will score well given the social media algorithms in 2023.
Getting retweets is still one of the best ways to increase your reach on Twitter.
Creating highly visual content on Twitter matters now more than ever.
Same goes for Twitter threads. A thread on Twitter is a series of connected Tweets, used to provide additional context and information on a given topic. This is what they look like on Twitter:
Of all the social media algorithms, Twitter factors in recency more than any other. But there are other characteristics too.
Twitter will continue to prioritize tweets with high engagement and recent tweets, so volume and frequency still matter on this platform.
We’ve also seen higher engagement rates when:
Let’s start by setting the record straight. TikTok really isn’t about dances anymore (if it ever was). If you provide value, the platform is a goldmine to foster brand awareness.
When it comes to TikTok, hashtags and posting time will not matter. The only thing that matters to the TikTok algorithm are watch time metrics. Essentially, if you want to influence your watch time metrics, it all boils down to how good and qualitative your video is.
Great and engaging videos will garner longer watch time and will therefore end up on people’s ‘For You’ pages. This For You Page is a highly personalized feed unique to each user.
The TikTok algorithm is hyper-skilled in picking up the likes and dislikes of its viewers based on how you interacted with other videos previously. The platform continues to show highly targeted and relatable videos the more time you spend on TikTok.
When you post a video on TikTok, it is first shown to and tested with a few hundred viewers. Do the viewers get bored and scroll to the next video, do they watch your video until the end, or even, watch it multiple times?
After your video performed well in the first round, TikTok will continue to test it with larger audiences. If your video performs well on all or most fronts, it is pushed to the For You page. The following about its algorithm has been revealed by TikTok:
A strong indicator of interest, such as whether a user finishes watching a longer video from beginning to end, would receive greater weight than a weak indicator, such as whether the video’s viewer and creator are both in the same country.
These factors, in this particular order, decide how much your video will be shown:
While YouTube is still somewhat underutilized in the B2B space, it’s still an important platform. 73% of all adults in the US use YouTube.
The YouTube algorithm is notoriously tricky, and there are several ways that it shows users’ content.
One of the most common ones is after you watch something, you’re shown a related video to that topic or by the same content creator.
YouTube is complicated. And it’s one of those social media algorithms in 2023 that stays complicated too. It has the following features:
Like Pinterest, YouTube also has an algorithm, which means that SEO-optimizing your YouTube content is essential.
The YouTube algorithm will continue to factor in a user’s likelihood of engaging with your channel and the type of content you post. In 2023, your relationship with your subscribers will be far more critical than your number of subscribers. Make sure that your subscribers understand the theme of your channel and know what to expect from you.
These were the social media algorithms 2023 updates!
Ready to take your social media management to the next level? With StoryChief you can automate and analyze all your social media accounts, so you can focus on creating great content. We support scheduling to Facebook, Twitter, Linkedin, Instagram (Reels), TikTok, Pinterest and many more.
Modus Film is a video production company based in Kent and London. Our services are nationwide and our video marketing agency can help you make some ground breaking content. If you want to discuss this further contact us or better yet see how video marketing can transform your current marketing mix. We are now fully PPE compliant. Plus we carry on working!
As video marketing experts we are specialists in all forms of video marketing. Here at Modus Film, we have completed many projects for our clients that have required us to define a digital strategy with really great results. If you want to speak to a specialist email [email protected] or call us on 01233 273 273.
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