Short-form video platforms like Tiktok and Instagram are a goldmine for marketers, but only if you know how to use them to your advantage. Getting your content on someone’s “For You Page” – a personally-tailored feed that shows users content that matches their preferences – could be pivotal for business. But how do you get your message pushed out to viewers? It’s all about understanding the algorithm.
The Key to Boosting Social Media Views
Social media management has grown beyond creativity, as it has developed into a science that requires observation and analytics. With much of the online content clouding consumer perspectives, it’s important to find space for your promotional efforts to flourish. To put it frankly, you cannot just guess when it comes to social media marketing. To maximize positive results, posts should be created carefully and published with a purpose.
Each platform’s algorithm analyzes millions of user signals to see what kind of content they are interacting with, and then pushes certain videos out to more accounts accordingly. Algorithms favor high-performing content, and they measure how well a video is performing through user behavior signals such as likes, comments, shares, saves, follows, watch time, and replays. These metrics indicate the quality of the content in the eyes of the algorithm. If you want to be seen, you’ve got to create content that people will stick around to watch. Nowadays more than ever, attention spans are short and this can be tough to crack, but once you do, you’ve unlocked a world of marketing potential by capturing an audience.
That brings us to our goal: generating these user signals (likes, shares, saves, etc.) on your videos. Here’s a tip: you MUST break the user out of their doomscrolling trance with a strong hook. It is essential to grab the viewer’s attention within the first few seconds, before their finger can swipe your video into the Tiktok abyss. Do whatever it takes (within reason, of course) to trigger the viewer’s curiosity. In the same way that Youtube creators use clickbait, a Tiktok marketer should use “view-bait” to persuade users to hear the message.
Here are some other key practices we’ve observed:
- Post with purpose. It is helpful to develop a posting schedule or content calendar without posting too much too often. This creates a middle ground between your posts being sparse and your account getting flagged as spam.
- Establish brand identity. Once you introduce your brand to the Tiktok and Instagram audiences, your brand’s unique voice should come through in every caption, sound, and editing style.
- Engage beyond creating content. Virality extends beyond making videos. For instance, actions such as commenting on viral posts, collaborating with other creators, or joining relevant conversations can sometimes earn more traction than a regular post.
What makes the message worth watching for viewers, though? The answer sometimes lies in whatever is trending at the time. The “For You” Page on TikTok is made up of different viral sounds, challenges, and topics. This is a constant feed of content, where millions of users record whatever is viral at the time. Whether it is a taste-testing challenge or overlaying your video with a hit new song, it is worthwhile to investigate what is trending on social media at specific times. Weighing into a trending pop-culture topic can even project your voice into the loud mix of social media noise. Who knows? You might just capture views and likes solely by utilizing someone’s new favorite video style. If you can fit your marketing messaging into what’s popular and timely, you are on the road to success.
Common Mistakes Businesses Make On Social Media
Even with great content and clear intentions, many businesses can fall into common traps when trying to grow through social media. As these platforms continue to evolve, simple missteps can reduce visibility, weaken brand identity, or even alienate your audience. Recognizing and avoiding these pitfalls is essential to building a strong and successful online presence.
Some common advertising mistakes are:
- Chasing trends blindly. Not every trend fits every brand. Jumping on every viral sound or challenge without checking for brand alignment can confuse your audience more than it engages them.
- Prioritizing quantity over quality. Posting just to stay active can often hurt your visibility, as your account may be flagged as spam if you post irrelevant or low-quality content. Audiences naturally reward thoughtful and engaging accounts with likes, shares, and other positive user behavior signals.
- Neglecting platform differences. TikTok, Instagram, Facebook, Linkedin, and others may seem similar, but each platform has unique content styles, audiences, and algorithms. Be sure to master the unique platform(s) you are posting on!
Avoiding these pitfalls is the first step, but what really matters is whether or not you can replace these mistakes with successful strategies.
What Can Help You Maximize Your Reach On Social Media?
Algorithms are constantly changing. And, it can be difficult to keep up with what to do and what to avoid. TikTok and Instagram’s algorithms are always updating to maximize viewership and use of the app. If you are a small business owner, it is likely safe to say that you cannot spend your time obsessing over the TikTok algorithm. However, strong marketing agencies can.
Marketing consultants like the Ivy Creations team can expand your reach ten-fold, as we have the time, passion, and expertise to tailor your content to viewer preferences and the algorithm. This is a service that is best done by professionals who are constantly researching and interacting with the current social media algorithm, like the Ivy Creations team. Our agency goes beyond just “posting” content – we optimize its impact and consider your brand identity. We take time to study the evolving engagement patterns and algorithmic cues.
At Ivy Creations, we know how to help your content rise above the constant noise of the Tiktok or Instagram feed. Our multifaceted, strategic social media management processes take your message and amplify it across the digital world.
You know your target audience, and we know how to reach them. With the ever-changing algorithm, audiences can be hard to track and keep up with if you’re not committed to being on social media every day. Our constant interaction with Tiktok and Instagram allows us to keep up so our clients (small and medium-sized business owners) don’t have to. A strong understanding of who your company is targeting enables us to tailor your online messaging to trigger the signals that grasp their attention. We study user interactions so that our clients’ messages find the right audience.
Key Takeaways for Social Media Marketing Success
Nobody knows for sure where social media and technology will go from here, but it matters significantly for small businesses trying to stake their claim in a world of endless brands. You shouldn’t just take your chances with the algorithm, but instead, seek marketing solutions to optimize your outreach through strategy and observation. This isn’t something you have to do all on your own; marketing agencies like Ivy Creations are here to offer social media management services that lift the weight of unpredictability off of your shoulders. Finding your voice is just the beginning- reaching the right audience takes strategy, consistency, and expert execution.