A few days ago, a friend told me that if she only knew how to match content with TikTok’s algorithm, she would earn coconuts. Another friend complained that he wasn’t doing a stunning music career just because he didn’t publish his songs on Spotify with adequate regularity. Do today’s content creators believe so much that there is a method by which they will outsmart the machine and suddenly everyone will love their content? Or is it just an excuse when they create something that will not have a mediocre impression count?
Let’s make a deal – every copywriter or content creator could be cut into a set of guidelines, making each content produced by them widely echoed, gathering a lot of likes and comments, and the click-through rates will shoot up. Unfortunately, many, instead of focusing on their recipient and how to provide him with valuable information in a distinctive way, dig through groups, browse forums, and then find information that the text uploaded at X hour may have Y percent more reach, which will translate into … nothing . Unfortunately.
You want results – evoke emotions!
Regardless of how fast computers will be, how complex advertising systems are, how much the algorithms will know our behavior, the final decision on sharing, leaving a comment or adding a product to the cart will be up to the recipient.
And any such decision depends on emotions!
Nobody listens to a song that is objectively weak a second time, even when it appears in the featured list all the time. Nobody will leave a like under a post that is totally unremarkable. Nobody will buy a product if there is no desire to have it in the head. Reactions, comments, payment card connections are only a result, a consequence of a decision made earlier on an emotional level.
There are no shortcuts
Content devoid of value for the recipient can reach (purely hypothetically) thousands of people who scroll it with their thumb or avoid their eyes and focus on, for example, memes with kittens or on something they know and like.
And it should come as no surprise to anyone. Our recipients are flesh and blood people who need to amuse them, piss them off, upset or move them.
The phrase “content with no value for the recipient” is not the same as “valuable content”. What is a value for the creator and arouses emotions in him, does not necessarily have to resonate with the people to whom the message is addressed. I will not write about reliable research, which is obvious, but when we target the needs of the target group with our post, it turns out that organic ranges can be unexpectedly high, which will translate into the number of conversions.
Imagine you have the best dark chocolate in the world. Nobody will offer her preschool kids that she’s perfect for coffee. Unfortunately, it often happens in social media that our content is very far from the recipient’s expectations.
It’s not Facebook that cuts the reach. This is poor content, meaning one that does not encourage any interaction.
So help us … the algorithm
An experienced creator does not treat algorithms as enemies or excuses – they are not designed to make life difficult. On the contrary. It is they who ensure that we show the content that is best suited to us. Algorithms ensure that we do not go crazy. Therefore, it is better to know the principles of their operation and use them to achieve the best results.
Let’s take an algorithm as a form.
When creating text for a blog, it is worth remembering about internal linking or reasonable use of key phrases, because on this basis the Google algorithm will assess whether our content responds to the problem of reception. For example, if we create an article in accordance with the art, we will be displayed in the high position, this is where the role of the algorithm ends.
The reader is alone with our content and then everything becomes clear – will it come out after scanning the paragraph with his eyes, or will he read our several thousand characters with spaces to the end. I believe that it is much less difficult to encourage the recipient to visit our website (whoever has never caught a clickbait title, let them throw a stone first) than to keep their attention for several dozen seconds, sometimes even minutes.
When publishing a post on Facebook, remember to ask a question and moderate it appropriately. We will quickly see that our content under discussion performs much better than the content without any comments.
A true specialist combines content valuable to the recipient with a form that helps the algorithms reach more users. And I encourage you to do so.