Feed The Algorithm: TikTok and Instagram Tips for Real Estate and Construction Professionals
Does the term “Algorithm” shut your brain down with anything said after that going in one ear and out the other? You are not alone! How does it work and how do you best feed it? That’s what we’re here to tackle today!
How Does The TikTok or Instagram Algorithm Work [A High-Level Overview]
Unlocking a question like this is like finding the “pot of gold” at the end of the rainbow... It simply doesn’t exist! There will never be “an end” to the algorithm updates, rather it is constantly changing. However, one thing about it remains pretty constant, and that’s how content gets ranked.
Essentially, the algorithm considers content that a user engaged with (ex. liked, commented, shared, saved, watched [until completion], and rewatched), and then ranks the content that makes it to their personalized feed that has a similar transcript.
With the overall goal of “keeping the user from leaving the platform,” the algorithm considers a user’s engagement activity in combination with other factors including location tags, language preference, and use of trending audios, original content, and effects used.
Do this at light speed and custom for every user, and that’s how the algorithm works.
How to Best Feed the Algorithm
So now that we know that the algorithm ranks content based on what a user expressed interest, and adjust content that likely would not interest them, the question becomes what should you post and how often should you post it? There are currently more than 1 billion users on TikTok and 1.4 billion on Instagram, how do you best feed the algorithm? How do you stand out?
Short answer: Posting quality content consistently
Start with the basics… What is your goal?
Set the foundation and define who your audience is, what your content pillars are, and what your overall goal for showing up on this platform is?
Would you like to build personal brand awareness? Grow your following? Convert your current following into customers, investors or buyers? What type of content would your audience appreciate and engage with?
Remember, when your audience engages with your content, it helps with the likelihood of your post reaching more users organically (as opposed to only reaching your followers). Offer value! How will it resonate with your followers? Will your content be inspirational, motivational, educational, and/or for entertainment purposes only?
Pro Tip! Often accounts lose followers because their content is unclear and does not offer value. Make sure your value-add is clear.
Once you define your goal, figure out how often you can post and engage with your audience realistically. Our rule of thumb for Instagram is 3x a week and 1 to 3 times a day on TikTok.
A Two-Step Winning Recipe:
Lean into Instagram Reels. The head of Instagram said so himself: they’re favouring Reels and Original Content. It is the best format to grow your following, serve, and entertain.
SEO (Search Engine Optimization) your Bio, captions, location tags, hashtags, and alt text. Educate the algorithm on what your content is about by using keywords to help rank your content.
Creating the Content
Now, how do you get started? How do you grow an audience from zero? What content should you be posting? How do you create great short-form video content? We answer these questions and more all day here at Marketing Storeys.
We specialize in the construction and real estate industries, so you’ll get audience-specific content created by an exclusive marketer of 12+ years. Contact us today to schedule a 30-minute kick-off call!