It should come as no surprise to anyone that social networks filter many of the contents of our network of friends. At some time, circle a post on Facebook in which he made sure that people only see 3% of what their friends publish on that social network (the data is not accurate, it is what the creators of the post they affirmed).
The reality is that all social networks filter the content that people see; They do this from a series of algorithms that decide what to show and what not to people when they are interacting on those platforms. These algorithms are the great judges of what you see on social networks and are continuously modified on all platforms, as there are a large number of people, worldwide, trying to decipher them to make their contents stand out above the rest. .
Why do algorithms exist and what is your ultimate goal?
The algorithms exist as a response to the explosion of content on social networks. These have grown in number of participants and in content generated by them. Without the algorithms, we will all receive much more content than we can really consume. In addition to this, it is very likely that many of the contents will not be so interesting to us.
The last purpose of the algorithms is to stay in the social network where you are and that you do not go to others or to other websites. The more they can keep you on the platform, the more they can show you advertising content and, therefore, they can earn more money.
How do the algorithms decide what contents are interesting for you and what to hide?
In general, algorithms use the interaction you have with a certain content generator as one of the most relevant aspects. Yes for a certain influencer constantly interact with its contents through likes, comments and shares, the network assumes it as an important indicator that if you continue presenting content from that issuer, you will continue interacting with them.
The interaction with the contents is an important signal, but it is not the only one; The platforms are also trying to assess whether the content is of quality or not through a series of indicators. Quality content has a greater weight when competing with other similar content. In addition to quality, many platforms are trying to decipher the user's intention regarding certain types of content. For example, we can have people who, when looking for the content of the 2020 Oscar Awards, are interested in award-winning films, actresses and actors; others may be more interested in seeing the red carpet dresses of the same event. The subject may be the same, but the intent of what is sought may be radically different.
In addition to the algorithms, which seek to automate a series of criteria of what is relevant and what is not for each user, we have other factors that determine the success of certain types of content. For example, the publication schedule is very relevant, especially if the audience in your network is located in a country or in a very specific region. Posting after hours may not necessarily be filtered by algorithms but by the lack of audience at a certain time. Another very relevant aspect is the trends, certain news, videos or memes of the moment can viralize and make an unusually high number of people search for certain types of content. These attention peaks in trends, usually limited to a day or two, unless it is a recurring theme, would make it relevant for longer.
Algorithms and interest in having greater reach in publications have made certain influencers tend to standardize their contents. For example, some models know that certain types of photos will have a better response than others and end up publishing very similar photos, looking for the highest number of likes, comments and shares. Similarly, trends in platforms such as Twitter make the conversation of many of the members of the community focus on current trends.
It is very important to be careful not to become uniform looking to maximize algorithms or trends. People have a voice and a digital person. If we consistently standardize with what we believe algorithms are going to privilege our voice, we stop being different from others; becoming a participant ms. If instead we seek to be authentic, although sometimes that means sacrificing reach, in the long term we will have an authentic, honest and differentiated voice from others.
Finding authentic voices, in a sea of growing voices, is so refreshing that it assures us success, projecting our personality. Do not be afraid of algorithms, yourself!