Digital Marketing - Study Notes:
The Feed
The Feed is a center of discovery for digital and mobile audiences. It’s where you see posts from friends and brands you are connected with, and advertisements from organizations that want to connect with you.
Crucially, the Feed is also where people focus their attention. It can be a hugely competitive space, so brands must consider how to make their content stand out. Methods that work well in this regard include using eye-catching and creative photography, graphics, and video content that is optimized for mobile.
To be effective in Feeds, brands must also adopt a voice that is appealing to their target audience. For example, the tone of voice on Facebook is conversational and more personal than on other digital channels such as websites or email.
Social algorithms
Algorithms focus on giving users content which they want to see.
Facebook’s algorithm relies heavily on engagement. Facebook is constantly looking at user habits and analyzing what people are clicking, liking, sharing, and commenting on. This activity ultimately determines what Facebook shows in the Feed and, as a result, the Facebook Feed is different for each person who uses the platform.
The Feed reflects your interests and connections, which means the marketing you receive is also personalized for you. This has sometimes been referred to as an echo chamber. In other words, we only see content that reaffirms our beliefs and values. To be considered by the Facebook algorithm, and ensure your brand content is seen by your audience, it is essential that you know about their values and interests.
Instagram’s algorithm works in a similar way, using a model that favors interest.
The Instagram algorithm looks at a variety of different signals including the following:
- Information about the post: Is it a photo or a video? When was it posted? How many likes does it have?
- Information about the poster: How interesting are they to you? Are they your friend? How often do people engage with their content?
- Your activity: Do you tend to watch a lot of videos? What type of content do you typically engage with?
- Your interaction history: Do you typically like or comment on the poster’s posts?
So what’s the takeaway from this? The Instagram algorithm monitors every interaction you make on the app, from the posts you like to who you interact with, in order to serve you content it believes you will interact with.
So, focus on sharing content that truly appeals to your target audience, and you should see success in the Feeds.
Back to TopAlison Battisby
Alison is a Social Media Consultant with Avocado Social, she is a Facebook and Instagram accredited social media expert and founded Avocado Social in 2014 having worked in the social media industry since 2008. Alison has worked with a wide range of brands including Estee Lauder, Tesco, and Pringles. Alison has traveled the world training companies including the BBC, Etsy, Canon, and Cambridge University Press. She offers social media strategy, training, and consultancy at Avocado Social across platforms including Facebook, Instagram, YouTube, LinkedIn and TikTok.
