Cracking the Social Media Algorithm Code

Featuring Andréa Jones on The Consistency Corner Podcast with Ruthie Sterrett

Introduction

In the episode titled "Cracking the Social Media Algorithm Code," Andréa Jones, host of The Mindful Marketing Podcast, joins Ruthie Sterrett on The Consistency Corner Podcast to demystify the complexities of social media algorithms. Released on December 24, 2024, the discussion offers valuable insights for marketers and business owners seeking to optimize their social media strategies.

1. Andréa Jones’ Journey as a Social Media Strategist

Timestamp: 02:34

Andréa Jones shares her extensive experience in the digital landscape, highlighting her evolution from an early internet enthusiast to a seasoned social media strategist. Starting her first blog in 2004 and a YouTube channel in 2007, Andréa navigated the burgeoning world of social media long before platforms like Instagram gained prominence. Her move from Atlanta, Georgia, to Toronto, Canada, in 2011 marked a pivotal moment, leading her to launch her social media services in 2014. Today, she operates a full-fledged agency, offers comprehensive services, and educates others through her Savvy Social School and podcast.

Notable Quote:

“I started my YouTube channel in 2007, and my friends were like, you're doing what? You're posting videos online? That's weird, right?”
— Andréa Jones [03:07]

2. Understanding "Mr. Al" – The Social Media Algorithm

Timestamp: 04:36

Andréa introduces the concept of "Mr. Al," a personification of social media algorithms. She explains that algorithms serve a dual purpose: on one hand, they reward meaningful content that engages users, while on the other, they can suppress posts that don't garner immediate engagement. Understanding this balance is crucial for content creators aiming to align their strategies with algorithmic preferences without compromising authenticity.

Notable Quote:

“Mr. Al... he has both, like, a hero complex and a villain complex.”
— Andréa Jones [05:02]

3. Balancing Authenticity with Algorithmic Demands

Timestamp: 06:25

Ruthie emphasizes the importance of maintaining an authentic brand voice rather than merely chasing algorithmic trends. Andréa provides examples of how viral content may not always align with business objectives, underscoring the necessity of a balanced approach that satisfies both the algorithm and the audience's genuine interests.

Notable Quote:

“There is a balance between giving the algorithm what it wants and also doing what you need to do.”
— Andréa Jones [08:50]

4. The Role of Social Media in the Marketing Funnel

Timestamp: 09:00

The conversation delves into how social media fits into the broader marketing strategy. Andréa explains that platforms like Instagram serve primarily at the top of the marketing funnel, functioning as discovery tools and relationship builders. She advocates for moving prospects into more controlled channels, such as email lists or podcasts, where algorithms have less influence, thereby fostering deeper connections.

Notable Quote:

“Social media plays more of a role in the top of your marketing funnel, where it can be a great discovery engine.”
— Andréa Jones [09:19]

5. Navigating Multiple Algorithms Within Platforms

Timestamp: 10:25

Andréa breaks down the various components of Instagram—Reels, Feed, Stories, and Explore—and their distinct algorithms. She advises creators to tailor content specifically for each component to maximize reach and engagement. For instance, Reels are optimal for discovery, while Stories cater to existing followers, allowing for more intimate interactions.

Notable Quote:

“Each of those categories plays a different role. So Instagram reels typically is about discovery.”
— Andréa Jones [10:54]

6. Platform-Specific Strategies: Instagram vs. LinkedIn

Timestamp: 14:22

Comparing Instagram with LinkedIn, Andréa highlights the differences in algorithmic behavior and content focus. While Instagram demands a more intricate understanding of its multifaceted algorithms, LinkedIn offers a simpler framework centered around professional, text-based content. She notes that LinkedIn allows for sustained engagement over longer periods, making it an underrated tool for business growth.

Notable Quote:

“LinkedIn’s algorithm is very different from Instagram’s. They like text-based content. They want to see thought leadership in a way that's consumable by the person.”
— Andréa Jones [16:45]

7. The Importance of Thought Leadership

Timestamp: 19:32

Ruthie probes into the concept of thought leadership, stressing its significance in establishing authority and fostering trust. Andréa elaborates on how sharing expertise through relatable content can organically attract and retain an audience, drawing parallels to building friendships. She cites Dr. Becky as an exemplary figure who effectively leverages thought leadership to engage her audience without being overtly sales-driven.

Notable Quote:

“Thought leadership is really you sharing your expertise online... you're sharing your expertise in a way that the other person can see themselves in that content.”
— Andréa Jones [20:08]

8. Building Relationships and Engagement

Timestamp: 23:31

The duo discusses the significance of active engagement on social media. Andréa emphasizes that the algorithm favors consistent interaction, advising business owners to allocate daily time for connecting with peers and building genuine relationships. She cautions against being overly salesy, advocating for meaningful conversations that foster long-term connections.

Notable Quote:

“If you apply this strategy, though, my warning is not to be salesy.”
— Andréa Jones [26:43]

9. Outsourcing Social Media Management

Timestamp: 28:26

Andréa outlines the stages at which businesses should consider outsourcing their social media tasks. She categorizes outsourcing into three levels: hiring assistants for minor tasks, engaging freelance social media managers for strategic support, and partnering with agencies for comprehensive management. She advises evaluating the business’s revenue and the value social media brings before making outsourcing decisions.

Notable Quote:

“You'll know you're ready when you can tell someone else what to do... and when you have the income to be able to support it.”
— Andréa Jones [30:08]

10. Maintaining Brand Values and Personal Development

Timestamp: 35:54

Towards the episode’s conclusion, Andréa discusses the importance of aligning social media strategies with core brand values. She shares her company’s value of positive communication, inspired by her personal strength in positivity. Additionally, she underscores the role of personal development in sustaining a consistent and effective social media presence.

Notable Quote:

“When we look at how we can champion our clients, we're looking at it through positive communication.”
— Andréa Jones [36:11]

Conclusion

The episode wraps up with Andréa highlighting her commitment to consistency, both personally through daily meditation and professionally via her podcast. Ruthie and Andréa reaffirm the importance of strategic, authentic engagement on social media to navigate algorithms effectively. Listeners are encouraged to connect with Andréa through her various online platforms and explore her award-winning Savvy Social podcast for further insights.

Notable Quote:

“I'm doing like giant head nods. I 100% agree.”
— Andréa Jones [27:18]

Key Takeaways:

• Understand the Algorithm: Recognize the dual nature of social media algorithms to optimize content without sacrificing authenticity.

• Tailor Content Strategically: Create platform and component-specific content to maximize engagement and reach.

• Embrace Thought Leadership: Share expertise in relatable ways to build trust and attract a dedicated audience.

• Engage Consistently: Allocate regular time for meaningful interactions to satisfy algorithmic preferences and foster relationships.

• Outsource When Ready: Consider outsourcing social media tasks based on business growth, revenue, and strategic needs.

• Align with Brand Values: Ensure all social media efforts reflect core brand values and support personal and professional development.

This comprehensive discussion between Andréa Jones and Ruthie Sterrett provides actionable strategies for mastering social media algorithms, emphasizing the importance of balance between algorithmic success and genuine audience connection.