Creating Buzz for Your Business, with a background image of a bee looking for nectar, half inside a flower.

Are you wondering how to create buzz for your business in 2019 or what types of content you should share online? Then keep reading!

In this blog, we’ll be looking at the trends and algorithms behind Facebook, Twitter, Instagram, and LinkedIn for 2019, we’ll also be looking at ideas for increasing engagement on the platforms. This blog will give you a better understanding of what content does well on these platforms, as well as new ideas for content your business can use in 2019.

 

Terms You Should Know

Algorithm – The secret recipe each platform uses to decide what content to show its users

Buzz – Word of mouth or online conversations about your business; more business for your business

Native content – Content that is posted directly to the social media platform in question

Shared content – Content that is shared to social media indirectly (via Hootsuite, Buffer, or similar)

 

Facebook

According to Buffer1, the Facebook algorithm starts by showing posts to a small group of individuals to gauge engagement. There are many factors Facebook is weighing, including:

  • Does the content start conversations in the comments or through Facebook Messenger?
  • Is the page consistently active?
  • Is the page information filled out?

It is also important to remember that asking people to like, tag, and share in your posts is a negative ranking factor, and the Facebook algorithm will punish these posts.

Ideas for Increasing Facebook Engagement2

There are many ways you can use these guidelines to build your reach on Facebook. Here are a few ideas from Hootsuite2 to get you started.

  • Start a Facebook group around the interests of your audience – give your audience a place to talk
  • Start an invite only Facebook group – if, and only if, it fits your brand and purpose
  • Do monthly Facebook Live Q&As – encourage questions and discussion from your audience
  • Enable Facebook Messenger for your business page and setup an instant reply – make it easy for people to get in touch via Facebook
  • Pay to boost your best performing organic content – this can increase the reach of a post that’s already doing well, and take some of the guess work out of creating a campaign

 

Twitter

Like Facebook, Twitter also shows posts to a small group at first to gauge engagement1. Other factors that affect posts on Twitter include:

  • Timing is everything – post when your audience is active
  • Connect and engage with your community – the users you interact with are more likely to see your Tweets
  • Posts with more likes, replies, and Retweets do better – the more engagement, the wider it’ll be seen
  • Posting consistently from a filled-out profile

Ideas for Increasing Twitter Engagement2

  • Participate in or host a Twitter chat – Use a specific hashtag at a specific time to moderate a discussion around the topic or theme
  • Connect and engage with your community – the users you interact with are more likely to see your Tweets

If you’re worried about someone ‘hijacking’ you’re your hashtag, you’re not alone, and it shouldn’t stop you from using them. Before you choose a hashtag, think critically about how the hashtag could be interpreted – this is so important, you want to stay away from hashtags that can be interpreted in ways you don’t intend. McDonalds learned this the hard way with #McDStories and you can see here that they got more than they we’re looking for. The last tip is to make sure you’re monitoring your hashtag, so you’re not caught by surprise.

 

LinkedIn

Like the other platforms, LinkedIn shows posts to a smaller group to gauge engagement before maybe showing it to a wider audience1, and getting your post seen by 2nd and 3rd connections is key. There is still some human-curated content that reaches a wider audience, including personal stories.

The algorithm prefers native content that engages users. Content that gets likes, comments, and shares does better.

Ideas for Increasing LinkedIn Engagement

  • Make sure your content is relevant to your connections (and their connections)
  • Try using native photos and videos on LinkedIn

 

Instagram

It’s no surprise that Instagram also shows posts to a small group first to gauge engagement1, and there are other differences with Facebook, including:

  • Users see more content from the categories they interact with the most (by liking, commenting, viewing, and sharing)
  • The more engagement posts get, the more credible Instagram considers them
  • Post engaging content consistently

Ideas for Increasing Instagram Engagement2

  • If appropriate, post in your audience’s favorite categories
  • Use a hashtag that represents your brand values
  • Create Instagram Stories – Shoot videos vertically; raw, unedited, and live action videos performed the best
  • Highlight stories to keep them after 24 hours
  • Experiment with Story formats – product tutorials, behind the scenes, Q&As, etc. Be creative about ways you can be unique
  • Use a custom shortcode link in your profile to track clicks
  • Easily share Stories to Facebook

 

You don’t have to do all of these! You don’t even need to be on all these platforms. The ones you do use, you should really use. If you’re just Tweeting about your businesses and never liking, Retweeting, or commenting, then you’re not going to get the same reach as a business who is engaged with other users and businesses on the platform.

Social media in 2019 is about focusing on quality, engaging content. Meet your audience where they are and join the conversation. It almost sounds too simple.

Hopefully, you now have lots of ideas about new content that you could share with your audience! If you’re still looking for ideas or having trouble finding what works for your audience, then check out our upcoming workshop, Creating Content for Your Audience, where we’ll go over these tips and brainstorm ways to put them to work for your business. Click here to save your seat.

 

Resources

  1. Peters, B. (December 3, 2018). A Marketer’s Guide to Decoding Social Media Algorithms in 2019. Retrieved April 12, 2019, from https://buffer.com/resources/social-media-algorithms-2019#
  2. Copp, E. (December 4, 2018). Top 5 Social Media Trends in 2019 (And How Brands Should Adapt). Retrieved April 12, 2019, from https://blog.hootsuite.com/social-media-trends/
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