These days, creating a social media marketing plan that’s visible and effective among the endless scroll of content is, to put it truthfully, difficult. In the age of the algorithm, feeds are catered exactly to users’ interests – and most of the time, this doesn’t include marketing posts.

Though it might seem pointless to create a post just for it to get lost in a sea of more noticeable content, the algorithm can be a useful tool for businesses to navigate the ever-changing social media landscape. Here are six social media marketing tips to get the algorithm to work for your promotional products business rather than against it.

1. Employ user-generated content.

One of the most foolproof ways to get your content exposed to more people is to let your audience do the work. Try offering deals to customers who use a certain hashtag, post about a successful promo campaign or repost something you’ve shared. This type of engagement will get your content exposed to a larger audience; when information comes from a trustworthy source, like a friend or relative, people are more likely to listen.

2. Authenticity breeds engagement.

This may seem self-explanatory, but authenticity is one of the most important ways to build your audience. Marketing educator Shana Bull, writing for the North Bay Business Journal, recommends reconnecting with your own passions to “establish a unique voice and point of view that resonates with your audience.” Try creating organic and engaging content that’s specific to your brand, and you’ll attract authentic fans. The algorithm will work for you if your content is produced well and interesting.

3. Track engagement.

In order to determine what’s working and what isn’t, you must first track the engagement on posts. Most social media platforms come with their own tracking tools, but there are also paid applications like Hootsuite that provide a more detailed summary of engagement. Knowing which posts get the most engagement – and when your audience is most active – will help ensure your content is seen.

75%
of U.S. adults spend up to two hours each day watching short videos on social media. (Source: eMarketer)

4. Comedy sells.

Funny content is one way to create a marketing message that sticks. Comedy is disarming and not as bothersome as a product post while also being one of the most effective ways to create a lasting memory, according to White Label Comedy, a digital marketing company that employs TV comedy writers. It’s also a cheat to user-generated content: If your content is funny, it will get shares and comments. Let the audience do the work for you by making them laugh.

5. Start a conversation.

The algorithm tends to promote posts that people express interest in, whether by commenting, liking or sharing. Ask questions or promote conversations to increase comments. Most algorithms gauge a user’s interest in a specific post by tracking their engagement. The more your audience engages, the higher the chances of your next post showing up on their feed later.

6. Try creating short videos.

Three-quarters of adults in the United States spend up to two hours each day watching short videos, and on LinkedIn – the social media site of choice for many in the B2B world – video uploads are up 45% year over year, according to eMarketer. Tap into that market by experimenting with testimonial snippets or quick demos of promo products in action.