Social media’s algorithms are dialing up suggested content like never before, putting posts from people you don’t know front and center. But this can work in your favor—if you know how to lean into it. With the right approach, you can turn algorithm-driven suggestions into connections, growth, and engagement. Let’s dive into why suggested content is skyrocketing, how to craft content that aligns with the algorithm’s preferences, and why making your posts editorial—rather than commercial—could be the smartest move you make.
Why Suggested Content is Rising in Popularity
Platforms like Facebook and Instagram are evolving from being solely about connecting with people you know to introducing you to content from creators and communities that you haven’t yet discovered. This pivot toward suggested content is designed to keep users engaged, expanding their interactions beyond immediate connections and into broader interest-based networks. For marketers and entrepreneurs, this is an opportunity to get discovered by new audiences through organic reach.
Editorial Over Commercial: Crafting Content That Gets Seen
To gain favor with these algorithms, a key strategy is to focus on editorial-style content rather than overtly commercial posts. Think of it as a balance, like a TV show that offers 22 minutes of engaging content with only 8 minutes of advertising. Social media platforms reward posts that provide value through the three E’s: Entertain, Educate, and Enlighten. If your content does one or more of these, it’s more likely to be suggested to users who aren’t already following you.
- Entertain: Give your audience something fun or inspiring to engage with, whether it’s humor, a quick story, or an interesting visual. Entertaining content helps create a positive connection, drawing people in without a direct pitch.
- Educate: Share tips, tutorials, or insights that align with your brand or expertise. Educational content demonstrates your value and positions you as a trusted resource, which naturally builds credibility and keeps people coming back for more.
- Enlighten: Tell stories that resonate with your audience, sharing experiences or perspectives that offer a sense of understanding and connection. Enlightening content often fosters deeper relationships because it shows authenticity and invites others to relate.
How to Make Your Suggested Content Strategy Work
Suggested content doesn’t have to be a guessing game. Here are some practical steps to get your posts in front of new eyes:
- Use Personal Keywords: Select 10 keywords that capture your personal brand and the passions you want to be known for. These keywords will not only guide your content but will also help the algorithm understand what kind of audience to suggest your posts to.
- Avoid Overly Salesy Language: Keep your language conversational and authentic. While it’s natural to want to highlight your business or product, avoid posts that read like ads. Instead, weave value-based content with soft calls to action.
- Post Consistently with Variety: Post a mix of content—videos, images, stories, and reels—that incorporates your keywords and editorial themes. Algorithms prefer accounts that offer consistent, varied content, which means you’re more likely to pop up in suggested feeds.
- Leverage Engagement Signals: Encourage likes, comments, and shares to signal to the platform that your content is valuable. Engagement is a crucial factor in how and where your posts are suggested.
Wrapping Up: Become a Familiar “Suggestion”
With platforms pushing suggested content, you have a chance to break through and reach people you never would through simple follower connections alone. Focusing on editorial-driven, value-packed posts can put you in the prime position to leverage this shift. Make suggestions a natural part of your growth strategy—craft content that’s worth recommending, and let the algorithms do the rest.