Social Media Platforms and Algorithms

Despite the fact that social media platforms all revolve around “social networking websites,” they differ quite a bit. It’s not just the base functions and user experience that are different. In the back, all of the top social media websites, rank content and users using algorithms. These main platforms are Facebook, Instagram, Twitter, LinkedIn, and Pinterest. 


The focus is to enhance the importance and viewership of local, familial, and friendly posts, rather than strictly business posts. While user-friendly content is the primary driver, another strategy the Facebook algorithm includes is spam management. Back in 2018, in just the first few months of its application, Facebook located and discarded more than 500 million false accounts. 


Instagram has become a popular hub to find and post various types of content. Its algorithm focuses on every aspect of social media, from relevancy and connection to engagement and content popularity. The algorithm promotes Instagram’s users to comment, share, and likes. This cycle is applied, bracketed by ads and further posting, rinse and repeat.


Twitter’s algorithm is unique, as it ranks its posts not only by relation to the user but to time and date posted as well. Fresh and updated material will rank higher than day-old news. The number of comments on a tweet will also have an influence on its rank. 


LinkedIn is known as the leader in B2B marketing. This social platform is dedicated to networking, rather than posting content and building followers. It does this so successfully that it is the most popular platform for Fortune 500 companies to use. The site has developed an algorithm based on connection and engagement. Strong and relevant content is the key to success. Even if you don’t have a lot of links in your networking chain, you can continue to build onto it later. 


While Pinterest has a very different layout and follower strategy, we’re going to include it in the social platform lists. Its guided search method uses data collected from past content interactions to encourage new links. Searching, for one thing, will suggest relative content as you continue to use it. The benefit to this interest-themed algorithm is that it’s always showing the user something Pinterest knows they like. This makes the content more likely to be consumed and enjoyed.

5 Tips to Expand Your Reach on Facebook

Facebook is one of the most prominent and far-reaching social media sites occupying the internet right now. Since it doesn’t seem to be leaving any time soon, it’s important for your business to be a part of it. Here are five tips for expanding your reach on Facebook.

Be interesting

The best way to succeed on a platform like Facebook is to provide relevant, interesting, and fun content. Posting enjoyable content will help motivate your followers to share with others. Sharing content on Facebook is a powerful feature that allows for the rapid spread of information all across the world. Creating content worthy enough to be shared gives you more exposure and maybe even some new followers along with it. New Facebook algorithms reward engaging content which will also help increase your reach. 


Show your personal side

Social media is a space to bring the conversation down to the consumer. Different platforms can offer different benefits, but ultimately, they are a place for you to interact with the public and build relationships. It is an opportunity to show the human side of your business. It doesn’t need to be all formal and informative, you have your company’s website for that. Be fun and friendly and it will help invite and attract more and more followers that want to interact with you. 


Use Facebook insight

Facebook has a built-in monitoring tool for their platform called Facebook Insights. This will allow you to gain a better understanding of your audience and how they react to your page and your posts. If your business is set up on Facebook, just go to your page and click ‘View Insights’ and then “Reach’. From here you will be able to see different kinds of information. You can see how your past posts have performed and what type of content and posts have reached the largest audience. You can use this information to your benefit and produce more positive content for the future. 


Change it up

Variety is the spice of life. It’s recommended that you change up the content you post every once in a while to keep things interesting. It’s important to have the promotional material, but not as important as you may think. In fact, only around 20% of your posts should be promotional, and the rest should be social. There are a few different ways to represent “social” content. It can be represented as videos, images, live streams, and different kinds of text-based posts.


Optimize future posts

One of the best ways to measure, track, and gain insight into the performance of posts is to do something called “A/B Testing”. By split testing two near-identical versions of the same post, you can get immediate feedback. You can use this method to optimize your posts. Take the one that performed the best and implement any necessary changes. From there, just repost the improved version to all channels and maximize your reach. 

Utilizing Reddit as Marketing Strategy

Utilizing Reddit as Marketing Strategy

Reddit advertises itself as “the front page of the internet” and it can most certainly back it up. While ranking as one of the top ten websites in the US and top 20 in the world, Reddit houses a collection of forums ranging in the millions. These communities of subreddits span just about any topic and interest. If you can imagine it, it probably exists, and if it doesn’t,  it probably just means it doesn’t exist yet.

These communities have all sorts of benefits attached to them. They’re great for personal interests, but definitely not limited to them. Reddit can be used as a tool and resource for not only maintaining your business but growing it as well. 

reddit logo

Reddit as a Research Tool

No matter what your business is, there is sure to be outside interest in it. If there is outside interest, odds are there is a subreddit to go along with it. Right away you have access to a community of prospective clients and consumers of your product. From here you can engage with the community and do research towards finding ways to fine-tune your business to further optimize it. If you want to take a more passive approach, sit back and observe. Recognize trends and the community’s interests. Learn from others and their questions and feedback. Whether you take a more direct or indirect approach, you are sure to learn something that will benefit your business and the directions to take.  


Reddit as a Way to Connect

Connecting with an audience is essential to the growth of your business. Reddit is massive and so it presents an opportunity to connect with a population that isn’t limited by locality, and instead reaches globally. Creating engaging content on the website can net you significant growth. With the prospect of virality and crossposting, this growth begets more growth and so on and so forth. Network with ease and have a space that you can self advertise with for free. 


Reddit as Advertising Space

While you can just self advertise across your chosen subreddits, that might not be the optimal way. You may not have the time nor resources to contribute to these places of interest to gain that overall following, which is completely understandable – time is money. But if you want to take advantage of the long arms of Reddit, there is an alternative solution. Reddit offers paid ad space featured across their subreddits and front page. Engage with the community automatically, and maybe even reach further than you previously thought was possible. 


Whether you approach utilizing Reddit as a strategy, actively or passively, there is always something to be gained. You decide your own level of involvement and don’t need to dedicate anything more than you need to. It’s a win-win.

Is Snapchat Effective for Marketing Your Small Business?


There are 187 million daily active users and more than 10 million daily video views on Snapchat.

This makes Snapchat a great platform for marketing, but is it the right fit for you?

If you’re not familiar with Snapchat, the most important thing to know is that the platform is all about disappearing content.

Users can exchange images and short videos (called “Snaps”), and post compilations of this content to their profile (called “Snapchat Stories”), but there’s a catch. The content doesn’t last forever. Snapchats last for a maximum of 10 seconds, and Snapchat Stories disappear after just 24 hours.

When considering whether to use Snapchat marketing for your business, it is important to note that Snapchat isn’t like other social media platforms. The interactions between businesses and users are much shorter, due to the short-lived nature of the content itself. Unlike Twitter or Facebook, there are no hashtags, URLs, links, likes, comments, or shares. The platform is also entirely mobile.

Although Snapchat doesn’t have the typical characteristics of other platforms, it does have unique attributes that can be very effective for marketing, especially for small businesses.

1. Snap Ads Get a Lot of Visual Attention

According to a MediaScience survey composed of 320 consumers ages 16-56, Snapchat ads reach a lot of eyeballs.

The survey compared Snapchat video ads to those on Facebook, Instagram, and YouTube. Looking at emotional responses, exit surveys, and eye-tracking, the survey found that Snapchat ads got twice as much visual attention as Facebook, 1.5 times more than Instagram, and 1.3 times more than YouTube.

The survey also found that Snapchat ads generated a stronger emotional response and a higher purchase intent than ads on other platforms.

2. Snapchat Creates a Sense of Urgency

Due to the ephemerality of Snapchat’s content, users have a deadline to take action. This can motivate users to engage with your content more than they would on other social platforms.

This attribute makes Snapchat a great platform for sharing coupons or deals that only work within a certain time period.

A good example of this urgency in action is Grubhub’s campaign “#Snaphunt”, a week-long scavenger hunt that featured daily challenges for users, all for a shot at $50 in free takeout. News spread through word-of-mouth with followers sharing the contest with friends and inviting them to participate. Thirty percent of Grubhub’s Snapchat followers ultimately participated in the challenge, and the brand earned more than 1.5 million organic social impressions.

3. Users Can Get a Glimpse Behind the Scenes

While many users consider Facebook, Twitter, and Instagram to be platforms reserved for polished, final content, Snapchat is viewed as a platform that portrays real reality. With Snapchat, you can give your users a behind-the-scenes peek at your business.

According to Jessica Maslin, directing partner at DayDreamCinema, “Snapchat is a glimpse into the lifestyle of your company…We shot an ad for Michael Jordan kid shoes last week but that edit won’t get released for eight months. On Snapchat it’s easy for people to watch and see how cool that is. They wonder how we’re filming and what it’ll look like in the end.”

Snapchat’s immersive video experience could be a great marketing opportunity for your business. You can also use individual chats to engage one-on-one with your customers to give them more insight into what it’s really like to be part of your brand.

How can a small business advertise on Snapchat?

Snapchat offers a variety of different ad formats. Each of these options approaches advertising in a unique way, and each has different benefits.

1. Snap Ads

Snap Ads are 10-second, full-screen vertical video ads that appear between Snapchat Stories. Within the ad, advertisers can offer the option for viewers to swipe up and see more in-depth content, such as a longer video, article, or more. Snap Ad campaign costs vary, but start at $3,000 a month.

This option is particularly user-friendly because it’s integrated with other personal content. It is also time-sensitive: a potential customer will swipe quickly because they know the ad will soon disappear. In fact, the swipe-up rate for Snap Ads is five times higher than the average click-through rate on comparable social media platforms.

2. Snapchat Geofilters

Snapchat Geofilters are small art graphics that show up when users take Snaps in designated locations. Sponsored Local Geofilters start at $5 an hour for 20,000 square feet, and can feature promotional messaging, branding, and logos. They also include usage metrics, which give you access to a dashboard with stats about engagement for your Geofilter.

Geofilters make it easier for your audience to promote your brand or product through word of mouth. This marketing option is great for announcing new product launches or promoting stores or events. Geofilters draw users to your location, and they give your brand the opportunity to engage with your customers in the moment.

3. Snapchat Sponsored Lens

Sponsored Lens gives a user the opportunity to play with an interactive ad that you’ve created and add it to their Snap. By pressing and holding down on their face, a user can take a Snap with your unique lens. Cost for these lenses can vary depending on the day of the week, holidays, or other trends, but tend to be cheaper than Snapchat Discover ads, which are reserved for big brands.

This ad format is great for engagement because users actually think Sponsored Lenses are fun. They use the feature regularly and tend to play with Sponsored Lenses for an average of twenty seconds.

So, is Snapchat the right marketing platform for you? Here are some things to consider.

  • Make sure your target audience fits the Snapchat user demographic. According to Omnicore, 70 percent of Snapchat users are under the age of 34, and 70 percent of users are female. If this doesn’t sound like your target customer, Snapchat probably isn’t the best use of your budget.
  • Are you struggling to compete with other brands on platforms like Facebook, Twitter, or Instagram? Because Snapchat has fewer users, there is a smaller and more selective demographic using the platform. If you operate in a competitive market, Snapchat could be a good option for you.

Overall, you should make sure that using Snapchat for marketing fits your business priorities and goals. If it does, it could be a rewarding opportunity for you.

What are the Benefits of TikTok for Business: Is it Worth it?

The benefits of TikTok for business are multiple. You just need to have a clear vision of what they are and how to make them work for your brand.

As one of the newest social media platforms. TikTok’s user base is growing rapidly and it’s quickly becoming a great opportunity for businesses to reach new, larger audiences. I’m taking a look at the benefits of TikTok for businesses. So you can gauge whether it’s worth your business to invest time and money in the platform.

What are the benefits of TikTok for business?

TikTok has a huge, growing audience

There have been over 2 billion downloads of TikTok, and it has more than 800 million active users worldwide. The platform’s main demographic of users are teenagers and young adults; 32.5% of TikTok users in the US are aged between 10 and 19 years old, and 29.5% are between 20 to 29 years.

But the volume of users and the rate at which it’s growing means that it can provide access to a huge audience. It seems to be easier than on other channels to create video content that goes viral and reaches hundreds or thousands of people.

The audience is international

TikTok is used in over 150 different countries, and viral videos on the platform can reach all over the world. If you’re looking at reaching international markets, then TikTok is an effective platform for connecting with new audiences in other countries.

Video marketing is a priority

The trend for video marketing isn’t going away anytime soon. In fact, research has shown that 86% of people would like to see more videos from brands.

And while 85% of businesses are already using video as a marketing tool, TikTok is a good way to expand the reach of your video content. If you’re not already using video then it provides a fairly accessible way to incorporate video into your existing marketing strategy.

It’s easy to connect with an audience

It’s fairly straightforward to promote your business and reach an audience by launching a hashtag challenge. You can choose an idea or theme and then encourage users to create or recreate videos using a branded hashtag that you’ve come up with. It’s a good way to increase interactions with your brand and encourage engagement.

Is TikTok right for your business?

Is your target audience on TikTok?

While the audience on TikTok is huge. You need to consider whether the people that you are trying to target specifically are going to be using it. That being said, if your target audience isn’t currently using TikTok you also need to consider whether they will be in the near future.

Although TikTok currently seems to be a Generation Z trend. Most of the main social media platforms started off with a predominantly younger audience. Instagram for example, was initially used mainly by teenagers and young adults. Now its audience has diversified and there are millions of businesses also using it as a marketing channel.

By getting involved with a new platform early you’ll be able to get a head start on your competitors. You can begin growing your audience before the platform is oversaturated with businesses and promoted content.

TikTok influencer marketing

TikTok is still in its early stages as a marketing channel. Although some major brands are starting to work with influencers on the platform to extend their reach. These influencers have millions of followers, and now could be a good time to start working with them.

Currently, TikTok influencers are charging considerably less for access to larger followings than influencers on other platforms like Instagram.

TikTok advertising’s still not a fully-fledged advertising platform, but TikTok has recently introduced opportunities for advertisements. There are currently five different ad formats including in-feed ads. Which are similar to Instagram adverts and appear as you scroll through: Branded Takeovers that appear when someone opens the app, and Branded Effects that use AR filters, stickers, and lenses.

While these advertising options offer a lot of potential for connecting with TikTok’s vast audience, they can have a high minimum spend that might not be affordable for small to medium businesses. So it’s worth considering whether your business will be able to pay for advertisements on TikTok or if you’ll need to use it in other ways to promote your business.

Content needs to be original and engaging

One of the upsides of using TikTok is that you don’t need to create high-quality, professionally filmed, and edited videos – you can just use your smartphone.

However, you do need to be able to come up with engaging, fun ideas, and your content needs to be original. This kind of content isn’t going to be possible for all businesses, and in some cases, it just won’t match your product or your brand.

It’s important that all your marketing channels are aligned with your business goals. If the rest of your business is very serious, and your marketing is focused on providing in-depth blog posts or research papers. Then a TikTok hashtag challenge probably won’t be appropriate.

How can you fit TikTok into your current marketing strategy?

Understand your audience on TikTok

Take some time to research the platform, and understand how it works. Figure out what your target audience and your competitors are doing on TikTok.

You can begin to figure out what kind of content you should be sharing. Whether it’s tutorials, behind-the-scenes, product launches, user-generated content, or just funny videos. You’ll also need to compile a list of relevant hashtags. Use these how you want to target your videos. Then come up with some branded ones to use for your business.

Manage all your platforms from a shared inbox

As the number of marketing channels, you’re using increases. It’s important to keep on top of them all. Don’t neglect your Instagram account because you’ve started using TikTok. Use a scheduler like the one available on Iconosquare to ensure that you’re posting content consistently.  Use a team inbox such as Crisp to monitor incoming messages across different channels. Managing all platforms from one shared inbox will ensure you send cohesive communications that are always in line with your brand’s tone of voice. It also minimizes the risk of missing any messages or losing track of conversations and will help improve customer satisfaction.

Repurpose your content for different channels

You don’t have to make brand new videos for TikTok if you’re already creating videos for your other social media channels. Look at ways you can use a video editing app to repurpose the videos you create. Use this for Instagram, Facebook, or LinkedIn so that they’re appropriate for your TikTok account. It’s also important to ensure that you’re conveying the same messages across all the channels. While TikTok might be a place for more lighthearted content. The images, language, and overall brand will be completely different when someone comes across you on a different platform or visits your website.

Although it requires some planning and it won’t be suitable for everyone. TikTok offers a lot of benefits and opportunities for businesses looking to expand their marketing channels. It’s worth getting involved now to take advantage of the platform as it grows.

The Best TikTok Marketing Tips for Creators

The 7 Best TikTok Marketing Tips and Best Practices

Here are the best TikTok marketing tips and best practices that you can start using now…

marketing tips, tiktok tips, tiktok engagement

1. Identify and Adapt to Trends

Identifying and adapting to trends is an important part of becoming a successful TikTok content creator. Instead of shooting in the dark, absorb everything that successful TikTokers are posting and then identify the trends

Trends can happen quickly so if you’re really serious about making trendy videos on TikTok, you’ll need to do some research every day. You may need to spend a lot of hours on TikTok until you’re able to identify upcoming trends, but it’ll be worth it.

As soon as you spot a new trend, start creating relevant content!

2. Connect With the Right Audience

TikTok has more than 1 billion users which can be hard to fathom, but it’s great news for anyone looking to find an audience that loves their content.

It would be awesome to have a billion followers who love what you do, but more realistically, you’ll need a niche. A niche is like a specialty. Surely you aren’t making TikToks for everyone. You probably have a category or two that your content best fits into.

For example, if you make TikToks about knitting sweaters for dogs, that’s a niche! Finding and owning your niche will help you connect with the right audience.

3. Collaborate With Brands

It’s pretty shocking when TikTokers don’t know about brand collaborations. They’re an amazing way to get exposure and make money on TikTok.

A brand collaboration is when a brand and a content creator team up. The brand wants to advertise their product so they use popular content creators to do that! If you’ve ever seen an influencer using or talking about a specific product in one of their TikToks, it was most likely a paid brand collaboration.

Luckily, you don’t need to cold outreach to brands in hopes of getting a collab. WJ Media Group can help you find brands that want to collaborate with you. The best part is that they want the type of content you already make so you’ll have a lot of creative freedom.

4. Get Inspired by Others and Then Create Your Own Content

A great way to get the creative juices flowing is to absorb a lot of content that other TikTokkers are posting. Get inspired by your peers and then create your own content.

When you’re starting out, don’t be afraid to make videos that are simple and genuine. Adding effects and more complex production will come with time, but the most important thing is that the content itself is high quality.

5. Tell a Story and Show Who You Are

You’re a unique individual and that’s your special offering to the TikTok community. We recommend making funny, trendy content, but we also encourage being genuine and deep.

Let your content tell the story of who you are. People will be attracted to the genuineness of your work.

6. Post Often

Your content must be high quality. That’s non-negotiable, but if you really want to become a successful TikTok influencer, you’ll need to post very regularly too.

It’s a tall order, but your content needs to be high quality and high quantity.

Post regularly. As in at least a few times per week, but more is better. Work your way towards posting good content on a daily basis.

7. Be Authentic Even When You’re Collaborating With Brands

Earlier we mentioned creative freedom while working with brands. We really want to emphasize that you should keep being your authentic self even when you’re working on a brand collaboration.

Your followers will appreciate you sticking to what’s genuine and unique about yourself, and the brand you’re collaborating with will get the kind of content they wanted in the first place. It’s a win-win! Contact WJ Media Group for more information on how to grow your company!