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The Facebook algorithm. Whether you love it or hate it, you’ve got to understand it to be successful in marketing your business on the world’s largest social network. The average organic Facebook Page post sees just 0.07% engagement. To bump that up for your brand, you’ve got to learn how to signal the algorithm. You want it to know that your content is valuable, authentic, and worth serving up in your followers’ feeds. Bonus: Download a free guide that teaches you how to turn Facebook traffic into sales in four simple steps using Hootsuite. What is the Facebook algorithm? The Facebook algorithm determines which posts people see every time they check their Facebook feed, and in what order those posts show up. Essentially, the Facebook algorithm evaluates every post. It scores posts and then arranges them in descending, non-chronological order of interest for each individual user. This process happens every time a user—and there are 2.9 billion of them—refreshes their feed. ...

Congratulations! You’ve crafted the perfect Instagram post ! That caption? Genius! The hashtags ? Expertly curated (or should we say, #expertlycurated?)! The way your latte is framed just-so in that beam of sunlight? Call the Louvre, we’ve got a straight-up artiste on our hands here! But hold up, you Internet-Age Van Gogh, you: your work here isn’t done quite yet. Because if you want this great Insta-content to actually get in front of a wide audience, you’re going to need to appease the all-mighty (and ever-changing) Instagram algorithm . The Instagram algorithm (much like the Facebook algorithm ) is a proprietary blend of factors that helps the platform decide which content should be prioritized and which can be bumped to the bottom of a user’s newsfeed. Note: The algorithm impacts the default feed, but in 2022, Instagram also re-introduced the ability to see your feed chronologically, as well as the ability to view a curated list of recent posts from your favorite accounts. F...

If your brand has accounts on multiple social media accounts, your job involves juggling metrics, audiences, and goals specific to each platform. Making sense of it all and maintaining an active, on-brand presence across networks can be a challenge. Wondering how to turn a bunch of scattered social media post ideas into a cohesive, powerful cross-platform campaign that leverages the best opportunities of each platform? You’ve come to the right place! Bonus: Read the step-by-step social media strategy guide   with pro tips on how to grow your social media presence. What is a cross-platform campaign? Cross-platform campaigns are social media campaigns run across multiple platforms. They meet your audience where they’re at with messaging tailored to each platform that generates awareness, interest and conversions. By creating original content aligned with the spirit of each platform, your marketing becomes a seamless omnichannel experience instead of “that ad feeling” pe...