Nov 20, 2023– As a Sephora employee, I've realized that having a deep understanding of algorithms on platforms like Instagram and TikTok can really enhance my ability to create impactful social media content. Algorithms play a critical role in determining the visibility and reach of our posts, making it essential to leverage what we know about them to maximize engagement and achieve our goals. When it comes to Instagram, the algorithm determines the order in which posts appear on users' feeds. To make the most of this algorithm and capture the attention of our target audience, consistency and quality content are key. For example, most of our clientele follow our store’s Instagram to be updated on when sales are being held and what products to buy. Taking five to six high quality photos of different Sephora gift ideas and posting them daily onto our feed for a week is a way to “cheat” the algorithm and ensure our posts will get seen at the top of peoples feeds. Using popular hashtags like #sephorahaul or #giftingideas will also help our posts get seen as the algorithm pushes content to your feed based on hashtags you’ve interacted with before. By consistently delivering visually appealing posts that align with Sephora’s aesthetic and are of relevance to our audience, we can gain greater visibility on Instagram. One of the main things I post onto our Instagram are “heads up” stories that detail the in-store events we are hosting. For example, if Nars (a popular makeup brand) is hosting an event at our store with a DJ booth, tailored shade-matches by Nars representatives and a gift-with-purchase is available, it is my job to inform our clients. Story posts are harder to track engagement for as they are only active for 24 hours until they inevitably get hidden under a ‘highlight’. Data analyst at Hootsuite, Nitin Goyal, provided clever insights into how using tools like Hootsuite to track analytics for Instagram stories and posts is beneficial. Data is the key to executing a successful content strategy as tracking metrics such as views, taps forward, exits and even link clicks allows me to understand which types of content are resonating the best with my audience. Additionally, tracking analytics or key performance indicators is a way to know what is successful and what isn’t, allowing you to continue or tweak your strategy. Understanding algorithms is a worthwhile topic to learn about as it is critical to leverage the social media channels you use and get the best outcome for your content.