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Understanding Algorithms: Social Media Strategies to Improve Visibility
Social media algorithms play a critical role in determining the visibility of content to users. These algorithms enhance the user experience by showing the most relevant or engaging content based on their behavior, preferences, and interactions. As a real estate agent, understanding how these algorithms work and how to appeal to them can help boost your visibility, reach a larger audience, and ultimately attract more leads.Â
Here are the critical elements of appealing to social media algorithms:Â
- Engagement-Based Ranking
Social media platforms like Facebook, Instagram, and LinkedIn prioritize content that receives high engagement, such as likes, shares, and comments. So, the more interaction a post generates, the more likely it will be shown to a broader audience. One strategy for ensuring higher engagement is to utilize high-quality visuals and video content of properties. Posts with visual content, especially videos, tend to receive the most engagement.
- Recency and Timeliness
When discussing social media algorithms, it's important to note that newer posts are given priority. For real-time platforms like Twitter or even Instagram Stories, the timing of the post is essential, as posting during peak hours when your audience is active can improve visibility. If you're too busy running around to post during these hours, use a platform like Buffer or Delta's Social Connector to schedule posts in advance.Â
- User Interaction History
Aside from tracking engagement, the algorithm also keeps tabs on whether or not users are interacting with your content. The algorithm tracks the accounts and content users interact with most frequently. If someone has liked or engaged with your real estate content before, they are more likely to see your posts in the future.Â
Creating posts encouraging users to comment, like, or share by asking questions (e.g., "What's your dream home feature?") or running polls (e.g., "Which kitchen design do you like better?") can help drive audience interaction. In addition, replying to comments and interacting with followers signals to the algorithm that you're an active, responsive account, which can lead to even greater visibility.
- Content Type Preference
The type of content (e.g., videos, images, text posts) additionally matters to the algorithm. Platforms are more inclined to share content users most likely engage with. Therefore, video content is often prioritized by platforms. Short, engaging videos like Instagram Reels or Facebook Stories are more likely to be pushed to a wider audience. Consider using these to showcase property tours, client testimonials, or tips for home buyers and sellers. Whatever content you post, ensure it provides value to your audience, as this is ultimately the most important factor. Informative content builds trust and encourages engagement.
- Relevance
Algorithms assess whether your content is relevant to the audience based on keywords, hashtags, and other data. Hashtags are especially important on platforms like Instagram and Twitter for getting your content in front of the right users. Research and use location-specific hashtags (#ChicagoRealEstate, #TorontoHomes) and trending real estate keywords to increase the chances of your posts being found by the right audience.Â
For location-based platforms like Instagram, use geo-tagging to target users in specific areas (e.g., neighborhoods you're selling in). This can make your content more visible to users searching for content in those areas.
- Paid Ads and Boosted Posts
On platforms like Facebook and Instagram, organic reach can be limited. Using paid advertising and boosting posts can increase the likelihood of your content being seen by a wider, targeted audience. Facebook and Instagram allow you to target ads based on demographics, location, and interests, which is especially useful for real estate.
Use The Right Resources to Reach a Wider Audience
By aligning your content strategy with how social media algorithms operate, you can increase your chances of reaching a broader audience and establishing a strong online presence as a real estate agent.
Delta Media Group can help improve your visibility and engagement on social media and ultimately gain more website traffic, leads, and business through our paid social media marketing services.
In addition to paid marketing, Delta Media Group® provides patent-pending SEO services, content marketing, and more. Through our all-in-one CRM platform, DeltaNET®, you can automate content like market reports and email campaigns, create property videos through Properties in Motion®, and design graphics and other visual content with Delta Create. Contact us for more information.
