Build Your Tribe | Grow Your Business with Social Media

Episode: New Shift in Algorithm - 812
Host: Chalene Johnson
Release Date: December 5, 2024

Introduction: Navigating the Algorithm Shift

In episode 812 of Build Your Tribe, hosted by Chalene Johnson, the focus is on the significant changes occurring within social media algorithms across major platforms like Instagram, TikTok, and YouTube. Chalene addresses the frustration many entrepreneurs and content creators are experiencing due to declining engagement metrics and provides actionable strategies to adapt and thrive amidst these shifts.

Understanding the Algorithm Shift

Chalene begins by highlighting a widespread change in how social media platforms distribute content. She explains, “Everyone, whether it's Instagram or TikTok, is experiencing a major shift in the algorithm” (00:30). This shift prioritizes showing content to non-followers rather than just existing followers. While this can potentially increase reach, it simultaneously reduces traditional engagement metrics such as likes, comments, and new followers, often referred to as "vanity metrics."

Impact on Business Metrics

The episode delves into the decline of vanity metrics, emphasizing that metrics like likes and comments no longer accurately reflect a business's reach or success. Chalene notes, “If you look at Instagram's Explore page, if you look at TikTok's For You page, what you're getting is lots of content of people who you don't follow” (05:15). This change means that while more people are seeing content, fewer are engaging in ways that directly translate to business growth.

Adapting Strategies for Success

Chalene offers several strategies to leverage the new algorithm dynamics effectively:

1. Shift Focus to New Audiences: Instead of fixating on likes and new followers, concentrate on capturing the attention of the new viewers who are now the primary audience for your content.

2. Use Lead Magnets and Freemiums: “It's time to focus on using your freemiums, your opt-ins, and your lead pages” (15:45). By providing valuable resources in exchange for contact information, businesses can convert casual viewers into potential customers.

3. Implement Automation Tools: Chalene discusses the use of ManyChat as a way to engage with viewers who interact with specific keywords in comments. This automation helps direct interested individuals to relevant offers or content without relying solely on follower growth.

4. Simplify Call-to-Actions: Use easy-to-remember links and clear calls-to-action in captions to guide viewers towards taking desired actions, such as visiting a sales page or subscribing to a newsletter.

Mindset Shifts: Embracing Quality Over Quantity

A significant portion of the episode is dedicated to encouraging a mindset shift. Chalene emphasizes, “Don't be discouraged with yourself. Don't be discouraged with your content” (18:30). Instead of measuring success by the number of likes or followers, focus on the quality of content and its ability to convert viewers into customers. She underscores the importance of creating high-quality, engaging content that provides real value to the audience.

Practical Tips and Tools

Chalene provides practical advice on adapting to the algorithm changes:

• Repurpose Successful Content: Reuse and repurpose content that has performed well in the past to reach new audiences without the need for constant new content creation.

• Focus on Email Lists: Building and nurturing an email list becomes crucial as it is an asset that businesses own, unlike social media platforms.

• Low-Ticket Offers: Introduce low-ticket items to lower the barrier for new customers, making it easier for them to engage with your business without significant commitment.

Conclusion: Staying Resilient and Focused

Chalene concludes the episode by reassuring listeners that the algorithm changes are a universal challenge, not a personal failing. “Focus on building your email list. Focus on your customers and not those vanity metrics” (19:50). She encourages entrepreneurs to remain resilient, continuously adapt their strategies, and prioritize actions that drive business growth over superficial engagement metrics.

Notable Quotes

• Chalene Johnson: “Everyone, whether it's Instagram or TikTok, is experiencing a major shift in the algorithm” (00:30).
• Chalene Johnson: “It's time to focus on using your freemiums, your opt-ins, and your lead pages” (15:45).
• Chalene Johnson: “Don't be discouraged with yourself. Don't be discouraged with your content” (18:30).
• Chalene Johnson: “Focus on building your email list. Focus on your customers and not those vanity metrics” (19:50).

Final Thoughts

Episode 812 of Build Your Tribe serves as a comprehensive guide for entrepreneurs navigating the turbulent waters of evolving social media algorithms. Chalene Johnson not only identifies the challenges but also equips listeners with practical strategies to turn these changes into opportunities for business growth. By shifting focus from vanity metrics to meaningful engagement and customer acquisition, businesses can continue to thrive in the dynamic landscape of social media.