Do you think Henry Ford, Walt Disney, or Ray Kroc ever imagine a world where the fate of their empire might one day hinge on a tiny screen and a scrolling thumb? Picture it: titans of their industries, shaping the future, all while unaware that one day, businesses would live or die by the sword of social media—where a 15-second clip of a cat might command more attention than a million-dollar ad campaign. And yet, here we are, social media is the world we live in. And just when you think you've got the hang of it, the game changes again. Time to catch up, here’s a lowdown on navigating the social media algorithm in 2024.

Let's start with Facebook.

Facebook’s algorithm favors personal interactions, often sidelining business pages. A workaround for brands? Engage in Groups and Events. But it’s not just about blatant promotion, be active, start discussions, share insights. Select groups and events aligned with your brand.

Instagram.

It's like speed dating with content; make your impression fast with visuals that grab eyeballs and don't let go. Everyone already knows that videos are now everything, but it’s not as simple as that. It's not just about flaunting products anymore. Be more Nike and Starbucks, less billboard and more backstage pass. Show your audience the unfiltered scenes, just make your brand look more human.

Another useful update, Instagram’s head, Adam Mosseri, announced in March that keywords in captions have become crucial as the algorithm now emphasizes identifying relevant keywords over hashtags. However, a balanced use of both aids in better post ranking. It’s advisable to use 3-5 relevant hashtags per post, alongside keywords in your captions.

LinkedIn.

LinkedIn's also switching things up. As of June 2023, LinkedIn tweaked its algorithm to prioritize posts sharing knowledge or advice, basically to promote meaningful interactions, but with a greater emphasis on the author expertise. So what does that mean for you? Establish your credibility. Create and share content that showcases your knowledge in your field. Get conversational, dive into the comments, and spark discussions that matter. Your credibility is your currency, so start investing.

TikTok

On TikTok, aside from the usual likes, comments, shares, and saves, the 2024 algorithm heavily values watch time metrics, where the engagement in the initial exposure to a small audience can push your video to much bigger audiences, possibly landing it on the coveted 'For You' page. What to keep in mind? Craft engaging, value-packed content, utilize trending sounds, focus on niche topics, and integrate trending keywords to align with TikTok's algorithm and enhance your video's visibility.

What else do you keep in mind? Read on.

1. Rise of Gen Z's User-Generated Content

Gen Z's influence is growing, especially in their creation of user-generated content. They're documenting their lives and experiences with brands on platforms like Instagram and TikTok, offering authentic insights that other users trust​​. This trend is crucial for brands seeking to build trust and community.

2. SEO Takes Over Social Media

Social media SEO is becoming more powerful than hashtags. Users are increasingly using platforms like TikTok as search engines, making keyword optimization critical for visibility and engagement​​. Brands focusing on SEO in their social media content are seeing significant engagement increases.

3. Video Captions are Essential

Captions on videos are no longer optional; they're a must. As more users watch videos without sound, captions ensure your message gets across effectively. They also boost discoverability and accessibility, making your content more inclusive and engaging​​.

4. Social Commerce on the Rise

Social commerce is becoming a key aspect of online shopping. Platforms are enhancing their shopping features, making it easier for consumers to make purchases directly through social media. Brands are encouraged to leverage these features to boost sales and engagement​​.

Adapting to the New Social Media Wave

Whether it's leveraging TikTok for viral content or utilizing SEO tactics on Instagram, the key is to stay flexible and responsive to these emerging trends.

Navigating so many of social media’s constant updates can be super hard. But that’s why we now have AI. With tools like Kendal, you can automate social media posts and visuals, easing a whole lot of that pressure. So you can stay on your game without the strain. That’s about it. If you liked what you saw, feel free to like, share and tell people about it. And if you have questions, just drop them in the comments below.