SOCIAL MEDIA ALGORITHMS & THEIR IMPACT ON BRAND VISIBILITY

Abstract

Abstract & Introduction In this paper, we will delve into the functionality of a modern social media algorithm and understand the mechanisms of the creation of the interest graph, the personalized user feed, and the filtering process. More precisely, the effect of this change in terms of organic reach of the company will be estimated. Considering that social networking sites cease to use the chronological timeline in favor of intent-based algorithms, the friction for a business trying to stay relevant and reach customers becomes very high. The ecosystem transformation will be mapped in this study and described from a structural perspective. Key Insights The Deletion of Follower Equity: In the new feed algorithm environment, the number of followers has ceased to be a reliable metric of a company’s reach. Organic reach of each post is assessed separately without any regard for the past. Therefore, although the brand may have many followers accumulated in history, its content may fail to get the required number of views due to the unsuccessful performance in the initial stage of algorithm analysis. The Prevalence of Engagement and Retention: The new scoring system that platforms have adopted prioritizes true engagement and retention through metrics like completion rate, length of video consumption, and follow- ups on the user’s profile. As the structure of platforms has been created in such a way as to retain users for as long as possible inside the app, branded videos that do not engage the viewer within the first two seconds are automatically hidden from view. The Intentional Move Towards Paid Media: Social networks actively limit the organic reach of companies’ accounts. Throttling is an intentional commercial strategy employed in order to force brands into paid ads and sponsored spots. The result of this practice means that organic business posts cannot anymore be considered as simple billboards, but should now be seen as valuable sources of information. v Tactical Action Plan In order to change the current trend in organic reach and adapt to present platform preferences, organizations have to completely switch their strategies from mass broadcasting to engagement-based content: Take Advantage of the Two Second Rule: Production must consider the first seconds of any videos/posts as the most crucial aspect of creative content. Any visual layout, storytelling, or textual style must immediately fulfil all retention metrics established by the platform in order to move into further phases of content distribution. Use the Power of Platform-Introduced Features: Every time social media introduces some sort of feature to its users, they reward early adopters with extra visibility that is purely temporary and only works in case if content is created in accordance with this new format. It means that marketing teams have to develop an ability to create content quickly in order to take advantage of this window of opportunity. Engage With the Followers More Intensively: Algorithms are currently giving preference to content which includes lots of comments and interaction with followers. Organizations have to quit treating their profiles as megaphones and start treating them as communities capable of interacting Conclusion The continued use of outdated approaches for leveraging social media will not yield successful results in terms of achieving sustainable business growth. In order to keep an effective digital footprint, algorithmic considerations should no longer be an additional element; rather, they should become the very core around which content and production are built.