Social Media Growth

Guide 2019
The algorithms, the tools & the strategy
In 2019 social media is going to get even more difficult for
businesses, as supply of content already far exceeds demand,
page reach is falling dramatically and the platforms really want
to make you pay-to-play.

But organic isn’t dead!

You just need to get inventive, you need to be different!

So in this guide we will share 10 nifty tricks and great little tips
that can really help you and/or your business own social media
in 2019!
Want to put these tools and tips
into practice? Check out the
video!
Getting to know
the social media
algorithms
Facebook
Facebook

There are 3 things the algorithm takes into consideration in order

to decide on a overall score:

● Inventory (content available)

● Signals (considerations about content)
● Predictions (considerations about person)
 Signals (considerations about content)

Is it
Is it a How long does the
How old is the informative?
person or a person spend on
post? Does it look
page? the content?
like spam?

Do comments
generate replies?

Are the shares

quality? Do they
generate more
engagement?

Where is the
person sharing the
post? Messenger?
News feed?
Signals (Positives & Neutrals)

Commenting Clicking
Sharing Watching
Reacting Hoovering

Shares are the key to success

Highest ranking factor

Will improve the reach of post

But more importantly the non-follower reach! (new

audiences)

Quality of shares matters!

Shares that trigger likes, comments and more shares

will promote the post further

Shares that do not will start to demote the post!

Meaningful Interactions

Since 2018, Facebook will now favour signals that more heavily
indicate “meaningful interactions” such as:

● Messenger shares
● Engagement on posts by friends and family
Predictions (Positives & Neutrals)

How engaged has

What type of
How is the user the user been
content does the
linked to the with the poster’s
user engage with
poster? content in the
the most?
past?

What to show the user in their newsfeed first?

The Score (example)

62 Likes
Score = 1.8 25 comments, 12 shares
Link
Friend

55 Likes
Score = 1.5 11 comments, 15 share
Article
Business Page
What does this
mean?
What does it mean?

It is all about trying to drive

meaningful conversations
and make the platform more
‘social’

So ensure:
● Create for the audience, not the business

● Think of ‘social currency’ when publishing content

● Pose questions

● Drive conversational interactions

Linkedin
 Linkedin

Content User Flagging Universal Content Human Editors

Filtering

Triggered

Content Creation

Cleared Is Content Good?

Content Quality
Scoring
No
Triggered
with high Filter Content
precision
No
Monitor likes, Virality, Profile,
Continue
views, hides and Content Quality Is Content Good?
Displaying
flags Classifiers

Yes
Demote content
if suspicious
The Stages
Stage 1

Posted content passes

through bot filter to
determine if the post is: LOW
“Spam”
“Low-Quality”
“Clear”

Stage 2
Exposure of post

Content is exposed to a
sample of your audience
to measure initial MEDIUM
reaction/engagement

(important for viral

posts)

Stage 3

If stage 2 “virality check”

passed then algorithm
examines the quality of
the poster and the HIGH
poster’s network and
relevance to them!

(important for viral

posts)
The Stages

Stage 4

Human check! Yes that’s right. If a post is

doing insanely well it will be reviewed by
editors that examine if it’s of high
enough quality to be shown to any
relevant people on the platform!

VIRAL

Linkedin Influencers skip

straight to stage 4
What does this
mean?
What does it mean?

1. Avoid posts that may be deemed “Low Quality” or

“Spam” - No questionable sources, no clickbait, don’t
offend, don’t annoy, don’t over-post!

2. Drive engagement early on! - Remember you can

directly share the URL link to the post, so think of ways to
leverage other channels to drive engagement!

3. Deliver Quality - Optimise for Engagement

Twitter
Twitter
Considerations

1. The Tweet - how recent, type of media,

engagement
2. The Author- past interactions with same author,
strength & origin of the relationship
3. The User - frequency of Twitter use, what has
been engaged with in the past

Feed Order:

1. Ranked Tweets
2. Incase you missed it
3. Remaining Tweets
Twitter - Ranked Tweets
Ranked Tweets are the content that the algorithm calculates
will be the most likely by highly relevant to the user

Most recent
Most relevant
Accounts the user engages with

Types of content the user engages

with
Twitter - In Case You
Missed It
While Twitter is generally considered the “real-time” social
media channel, this part of the feed offers the user the chance
to interact with content the algorithm considers relevant but
may have been missed due to inactivity.

Most Relevant
Posts from relevant accounts

Posts with lots of engagement

Retweets from relevant follows

Twitter - Everything Else
Considered the “old timeline” from back in the days when
Twitter used a reverse-chronological feed. This is where all other
Tweets and relevant content will be shown.

Everything Else
Tweets

Retweets

Replies

Tweets liked by accounts followed

Promoted content

Suggested accounts
What does this
mean?
What does it mean?

Get engagement early

on!!!
More engagement = more likely to be
included at top of feeds

Time decay = buried to the bottom of feeds

if not ranked!
Instagram
Instagram - Stage 1

Stage 1 - The algorithm will show your new post to

a small sample of your audience.

Instagram will then monitor how fast the post is

engaged with...
Instagram - Stage 2

Stage 2 - Instagram will compare the level of

engagement the new post is receiving to a
post made at a similar time and day
previously
Instagram - Stage 3

Stage 3 - Photo attracting lots of engagement?

Great! Instagram will start showing it to a larger
proportion of your audience and may even
showcase it on the explorer page for a chance a
super virality!
Instagram - Big Win

BIG WIN
If the post continues to attract strong engagement it
will stay at the top of more people’s feeds, increasing
reach and the chance of extra engagement with
photo/brand page!
What does this
mean?
What does it mean?

Get engagement
early on!!!
More engagement = more likely to be
included at top of feeds
A tool for every
social occasion
Design & Video Tools

Wave Storyboard Software for

creating fast social videos
https://www.animatro
n.com/wave

Animoto Easy to make square and

portrait video for social
https://animoto.com
media

Lumen5 Turn written content into

video perfect for social
https://lumen5.com
media with AI

Y2mate Download video and

audio from YouTube
https://y2mate.com

Lilsubs Download the subtitle

files from YouTube videos
http://www.lilsubs.co
m

Canva Create images, banners

and graphics perfect for
https://www.canva.co
m
social media easily!

Piktochart Make report and

infographics with a drag
https://piktochart.co
m
and drop interface

Instapage Easy to manage drag

and drop landing page
https://instapage.com
builder for social
campaigns
Curation & Research Tools

Audiense Identify relevant social

media audiences and
https://audiense.com
gather insights

Buzzsumo Analyse the internet’s

best performing content
https://buzzsumo.co
m

SEMrush Powerful topic research

tool
https://www.semrush
.com/topic-research

Feedly Curate the best content

online that’s relevant to
https://feedly.com
you

Everypost Curate relevant media

content from multiple
http://everypost.me
sources

Quuu Automated content

curation
https://www.quuu.co
Social Monitoring Tools

Mention Monitor mentions of

your brand and
https://mention.com
campaigns

Tagboard Curate and share your

brand’s earned media
https://tagboard.com

Brand24 Discover online

mentions of your brand
https://brand24.com

Awario Find out what the web is

talking about
https://awario.com
Social Management Tools

Hootsuite Comprehensive social

media management
https://hootsuite.com
solution

Buffer Schedule social media

content in an easy to use
https://buffer.com
calendar view

Sprout Social media suite with

powerful reporting
https://sproutsocial.c
om

Hubspot All-in-one marketing

solution with built-in
https://www.hubspot.
com
social media software

Tailwind Social media

management tool for
https://www.tailwind
app.com
Pinterest and Instagram

Agora Pulse Affordable social media

management tool
https://www.agorapul
se.com/
Other Social Media Tools

Rebrandly Create shortened and

branded links perfect for
https://www.rebrandl
y.com
social sharing & tracking

Bitly Create shortened links

that can be tracked in
https://bitly.com
detail and branded

Yoast Wordpress plugin that

allows users to edit open
https://yoast.com
graph meta data

Typeform Easily create surveys and

quizzes perfect for
https://www.typefor
m.com
sharing

Outgrow Create interactive

content like quizzes and
https://outgrow.co
calculators

Survey Monkey Powerful software for

creating surveys and
https://www.surveym
onkey.co
quizzes
 Some Extra Tips
from Growth Tribe
The Key Ingredient

BE SOCIAL!
Start the Mediate the Get involved the
conversation conversation conversation
(respond!)
Repurposing

YOUTUBE BLOG

COMBINED 15K COMBINED 15K

REACH REACH

Doubled the reach of content with little effort.

Different people consume different types of media!
Repurposing

SOCIAL PLATFORMS DO NOT LIKE

REPEAT CONTENT!

(BUT THEY STRUGGLE TO IDENTIFY

DIFFERENT MEDIUMS)

Repurposing as blog posts is also a

great way to drive traffic to owned
channels = chance to convert!
Repurposing

Same Blog Post - Different Delivery

Refine & Improve

The key to sustained social media

growth
Refine & Improve

Reduce Text
Use Emojis
Remove Link
Refine & Improve

Let’s try with

native video!
Refine & Improve

Time to further
refine the copy and
focus on content
with social
currency!
 Ready to take
your social media
growth strategy
to the next level?
Learn Growth Hacking &
Rapid Experimentation
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