How to humanise connections and moments while working within algorithms
Algorithms play an integral part in our online experience, especially when it comes to conversion marketing. These algorithms, whether on social media platforms or e-commerce websites, play a pivotal role in determining what content we see and how businesses interact with their potential customers. However, as technology continues to advance, there’s an increasing need to balance the algorithm’s requirements with that innate human desire for meaningful and efficient interactions.
Here, we’ll explore how to humanise connections and moments while working within algorithms in conversion marketing – with a specific focus on LinkedIn’s algorithm – which rewards dwell time but often clashes with our desire for quick interactions.
1. Understand the algorithm
To humanise connections while working within algorithms, it’s essential to first understand how the algorithm works. LinkedIn’s algorithm, for instance, prioritises content that keeps users engaged for longer periods. It rewards posts that receive likes, comments, and shares, as well as those that prompt users to spend more time on the platform. This emphasis on dwell time can sometimes create a tension with the way humans naturally behave online, as we instinctively tend to scroll through content quickly.
2. Create engaging content
One way to navigate this tension is by creating content that captures the audience’s attention and encourages them to dwell on your post. This can be achieved by incorporating storytelling, compelling visuals, and thought-provoking questions into your LinkedIn posts. The goal is to make your content so captivating that users are compelled to pause, engage, and form a genuine connection with your message.
3. Focus on value-driven interactions
While algorithms might prioritise engagement metrics, it’s crucial to remember that the quality of interactions matters just as much as the quantity. Instead of merely aiming for likes and comments, focus on creating value-driven interactions. Respond to comments on your posts thoughtfully, engage in meaningful conversations, and provide valuable insights to your audience. These actions not only humanise your presence but also help build a loyal and engaged community.
4. Be authentic
Authenticity is a cornerstone of humanising your interactions within algorithms. People connect with real, relatable individuals, not robotic or scripted personas. Share your personal experiences, challenges, and successes. Let your personality shine through your content. Authenticity fosters a sense of trust and connection, which can ultimately lead to more meaningful engagements.
5. Embrace quick, snackable content
While algorithms may favour longer dwell times, it’s also important to acknowledge the human desire for quick interactions. Embrace snackable content formats, such as short videos, infographics, and concise written posts. These bite-sized pieces of information cater to users who want to consume content efficiently while still gaining value.
6. Encourage micro-Interactions
Micro-interactions, such as liking a post, sending a quick thank-you message, or sharing a brief comment, are essential for humanising connections on platforms like LinkedIn. Encourage these small gestures by acknowledging and appreciating them – a simple “thank you” or ‘liking’ of a comment can go a long way in building genuine connections.
7. Maintain consistency
Consistency is key to humanising your presence within algorithms. This can be achieved by regularly sharing content that aligns with your brand’s values and resonates with your target audience. When your audience knows what to expect from you, they are more likely to engage with your content and form a deeper connection.
8. Build relationships beyond the platform
Finally, don’t limit your interactions to the platform alone. Connect with your audience on other channels, such as email, webinars, or even in-person events (when possible). Building relationships that extend beyond the algorithm-driven platform ensures a more human and enduring connection.
To conclude, while algorithms in conversion marketing (such as LinkedIn) may prioritise dwell time and engagement metrics, it’s crucial to remember that real, meaningful connections are at the heart of successful marketing. By understanding the algorithm’s dynamics and focusing on creating engaging, authentic, and value-driven interactions, you can strike a balance between the algorithm’s requirements and human behavior. By doing this, you’ll not only improve your conversion rates but will foster long-lasting relationships with your audience.