Ahh the good ol days of social media. The year was around 2007.(I was only 20)  It seems just like yesterday when the posts my friends and family put out would show up in my Facebook feed in chronological order and I would be able to give it just a simple thumbs up or comment and life would go on. You know the days where we were creating a group for every single silly feed, doing a mini blog to share our angsty feelings about the guy in dorm room 305 down the hall, or uploading albums named after our favorite song of the moment. (Picture for proof)

Now it seems like a rat race. With multiple social media platforms competing for the chance to get your attention. If marketing or social media is a part of what you do for a living, it can feel almost suffocating and like a full time job to keep up with the ever changing landscape, especially after TikTok completely revolutionized the algorithm game.

The Good Ol’ Days

As mentioned before, the beginning of the true age of social media as we know it, had everything coming at us chronologically. You saw what your friends posted as they posted it. Simple, right? Missed a few hours? You were out of the loop. 

This chronological approach had its charm but was far from perfect. Users often missed important updates if they weren’t constantly checking their feeds, and content from less active friends or pages could easily get buried.

Getting Engaged

As social media platforms evolved, so did their need to keep us hooked. By the early-2010s, the game changed. Platforms like Facebook and Instagram introduced engagement-based algorithms. Instead of showing posts in simple chronological order, these new systems prioritized content based on user interactions—likes, comments, shares, and more. A system that still exists today, but in a much bigger way. 

The Upside? More relevant content tailored to individual preferences. The Downside? This led to echo chambers where users predominantly saw posts that reinforced their existing beliefs and interests.

Let’s Get Personal

As user bases grew and content exploded, social media platforms had to get even smarter. Enter the era of personalized feeds, where algorithms began factoring in more sophisticated data points:

• User Behavior: What you engage with, how long you watch videos, which profiles you visit.
• Content Characteristics: Type of media, length of content, and use of specific keywords or hashtags.
• Network Activity: What your friends and connections are engaging with.

These algorithms aimed to create a more engaging and tailored experience, showing users content they were most likely to interact with. But it also made the digital landscape more competitive for creators trying to break through the noise.

TikTok’s Raise to Algorithm Fame

And then came TikTok, The FYP is pure algorithmic genius. It’s like the app knows you better than you know yourself. Here’s the scoop:

• User Interaction: The more you like, comment, and share, the more the algorithm understands what you enjoy.
• Video Information: Hashtags, sounds, and captions help the app categorize content. #Swiftie 
• Device and Settings: One of the reasons I personally got an iPhone was that Tiktok favored certain features to Apple users. However it was also based on followers and interaction and more. 

TikTok’s algorithm stands out because it doesn’t just rely on who you follow or what you’ve liked in the past. It dynamically adjusts to your real-time behavior, constantly refining what it shows you based on how you interact with the content. During the shut downs I danced, through a break up I had a supportive community, going on a health journey my content was tips, and so on! It even helped me realize I had possible certain conditions and to get it checked out. The result? A never-ending stream of content that keeps you hooked because it connects you to the people like you in the world.

Also a result? It had other social media networks wondering how to pull the users attention in the same way. Many apps, such as Instagram, even had a bit of an identity crisis, when it went too hard on Reels and stopped showing our already established connections.

Looking Ahead

As social media continues to evolve, it’s crucial for you to stay adaptable and informed. Here are a few steps you can take right now to improve your social media strategy and stand out in a crowded digital space:

1. Diversify Your Platforms: Don’t put all your eggs in one basket. Explore and maintain a presence on multiple social media platforms to reach a broader audience and stay ahead of algorithm changes.
2. Engage Authentically: Prioritize genuine interactions over quantity. Respond to comments, engage with your audience’s content, and foster a community that values your presence.
3. Leverage Video Content: Platforms like TikTok and Instagram Reels are powerful tools for capturing attention. Create short, engaging videos that provide value, showcase your personality, and highlight your expertise.
4. Analyze and Adapt: Regularly review your social media analytics to understand what’s working and what’s not. Use these insights to refine your strategy and tailor your content to better meet your audience’s needs.
5. Stay Updated: Social media trends and algorithms are constantly changing. Dedicate time each week to stay informed about the latest updates and best practices to keep your strategy fresh and effective. Some great places to do that are Sprout Social or the Influencer Marketing Hub.

By implementing these steps, you’ll not only keep up with the ever-changing social media landscape but also create a more meaningful and impactful online presence. Remember, the goal is not just to be seen but to truly connect with your audience and provide value through every post. Happy posting!