❌ Stop Searching: Here is Everything You Need to Know About Every Gen-Z Related Social Media Algorithm Out There
For more than a century, people who wanted to keep up with news locally and internationally, had to buy newspapers and watch the news broadcast on a particular time of the day decided by the tv channel. If you wanted news, you had to go get them on a precise time in a designated place. Tomorrow’s news consumer are not following this patern. GenZ have a tendency to wait for news to come to them instead going out to look for information. How did the shift occure?
The shift occurred with the popularisation of social media. Platforms like Twitter, Youtube, Instagram and TikTok work thanks to the help of powerful and sharp algorithms. These tools are the key of success and, therefore, the best kept secret of the platforms. Each algorithm choses what content is better adapted to each user so that they ca stay as long as possible scrolling through the platform’s content while being targeted by adds that are best adapted to their needs.
In order to win some thoughtful followers, they have to find you. They are ways to that and they may change according to the platform.
On TikTok, the most successful videos follow trends, are viewed for as long as possible, are divided into several parts and have a dynamic editing that keeps the viewer’s brain as busy as possible. TikTok works on niches, the untrendy and original you are, the better chances you have to be seen (paradoxically). But in order to do that, you have to know exactly what audiance and niche are you targetting. Timing is crucial when it comes to maximizing TikTok's potential. A trend's lifespan on this platform is roughly one week. There are trends that last longer (3 weeks maximum) but they are rare and occure around holidays like summer break. To achieve the best outcomes, it is advisable to upload your video very fast, ideally at the beginning of a trend. By doing so, your video stands a greater chance of visibility on people's For You Pages. TikTok is not only about the content but also about the right timing to post said content. Also, TikTok is very location-sensitive and the use of classical VPN isn't of much help. Make sure your content is relevant to country where you are (lingisitcal speaking and terms of topic) to maximize your chances to be seen.
On Youtube, thumbnails are very important: they have to be very appealing, and the title of the video doesn’t matter much as long as the thumbnail is top-tier. When posting a video, a Youtube video should be accompanied by as much tags as possible which helps the algorithm to target the right audience. Right now, the algorithm tends to appreciate longer videos (in contrast with a few years ago when short videos were best received by it). Youtube likes ponctuality: the algorithms will push forward creators who are very regular (ex. posting every week on the same day and time). This builds a habit for your audience: they know when to come back to have new content.
On Instagram, videos (Reels) are very appreciate by the algorithm. Rumor has it this will change in the future and pictures will re-become the hit content on the platform but for now, posting videos is best. Don’t forget the good old hashtags: they have been working marvels on Instagram since day 1. You can post thirty per post but our experience shows that ten very precise hashtags targeting a precise niche are way more efficient than thirty generic hashtags that would be copy-pasted bellow each-one of your posts. Stories are very helpful too because they can invite your followers to interact with your content.
To wrap it up, here is a piece of advise that works on each on of these platforms: the key is to post regularly. We are talking about two to four times per day on TikTok, one to three times per day on Instagram and, at least once a week on Youtube. Invite your community to activate the feature allowing them to be notified as soon as you post something. This will speed up the loyalty process. Always invite them to comment, save and share as much as possible (we have noticed that likes are secondary nowadays and not as prioritised by the algorithms).
As the BBC slogan would say: inform, educate, entertain.