Mastering Instagram and TikTok Algorithms

Social media has become an indispensable tool for businesses across various industries, with the snow operations industry being no exception. Platforms like Instagram and TikTok offer opportunities to engage with potential clients and build a loyal customer base. However, understanding and mastering their algorithms is essential.

Understanding Instagram’s algorithm

Instagram’s algorithm takes an engagement-based approach, ensuring that the more interaction a post receives, the more likely it is to be seen by a broader audience. However, the algorithm is highly personalized, constantly evolving and varies across different tools on the platform, making it challenging to master. Here are some ways companies can improve their Instagram analytics:

High-quality visuals

There’s a lot of opportunity to create great visuals for social media in the snow operations industry. Investing in high-quality photography and videography can make a significant difference. Capturing beautiful landscapes, thrilling ski runs and snow groomers with professional equipment or skilled photographers ensures images are visually appealing.

Consistent posting schedule

Regular posting keeps the audience engaged and tells Instagram that the account is active. Creating a content calendar that includes a mix of posts, such as photos, videos and stories, helps maintain visibility and engagement. Tools like Canva’s content schedule and Loomly, which also offers tips on optimal posting times, can help companies organize their social media schedule.

Engaging captions and hashtags

Compelling captions that encourage interaction, along with relevant hashtags, can significantly boost a post’s reach. Using hashtags like #SkiResort, #SnowGrooming and #SnowOperations helps reach a broader audience. Researching and using both popular and niche hashtags can attract more views and followers.

Stories and Reels

Instagram Stories and Reels are essential for boosting engagement. Stories can be used to share behind-the-scenes content, daily updates and limited-time offers. Reels, with their short and engaging format, are ideal for showcasing thrilling ski action, snow grooming and scenic views. Both formats are favored by the algorithm and can significantly increase reach.

User-Generated Content (UGC)

Encouraging visitors and clients to share their experiences and tag the company or resort’s account is a great way to build community and trust. Reposting UGC on the profile not only provides free content but also serves as authentic testimonials for potential visitors.

Engagement

Actively engaging with followers by responding to comments and messages, as well as liking and commenting on posts from followers and other industry accounts, can boost visibility. Increased interaction leads to a more favorable algorithmic response.

To fully understand Instagram’s algorithm and get the most out of this platform, follow Adam Mosseri’s, head of Instagram, account. He often posts clips explaining how the platform works and the changes in content delivery.

Mastering TikTok’s algorithm

TikTok’s algorithm is designed to keep users engaged by serving them content that matches their interests. It’s an excellent platform for reaching a younger, more dynamic audience. Here are some things companies can do to increase engagement on TikTok:

Trendy and relevant content

TikTok thrives on trends. Participating in trending challenges and using popular sounds can increase content visibility. Creating videos that align with current trends while showcasing unique industry features can attract a broader audience.

Short and engaging videos

TikTok’s format favors short, engaging videos. For example, creating videos that are 15–60 seconds long, capturing attention within the first few seconds, can highlight the most exciting aspects of a resort, such as aerial shots of the slopes, snow groomers or sunrise views.

Consistent posting

Consistency is key on TikTok. Posting regularly helps maintain favor with the algorithm. Developing a content calendar that includes a mix of entertainment, education and engagement content helps sustain momentum.

Authenticity and creativity

TikTok users value authenticity and creativity. Showcasing real experiences, whether it’s a staff member demonstrating a snowboarding trick or a guest sharing their first ski lesson, can resonate well. Using creative editing tools and effects available on TikTok can make videos stand out.

Engagement and interaction

Engaging with the audience by responding to comments and participating in duets or stitches with user-generated content is crucial. Active engagement can significantly boost content visibility.

UGC

Ski resorts can encourage guests to create and share their own TikTok videos. Hosting contests or challenges that incentivize clients to post content featuring the a service or resort helps foster community and authenticity. Sharing the best UGC on the resort’s profile further amplifies this effect.

Crafting a unified strategy

Mastering Instagram and TikTok’s algorithms is crucial, but a unified social media marketing strategy that pulls the strengths of both platforms is also important. Here are some tips for creating a unified social media strategy:

Cross-promotion

Promoting TikTok content on Instagram and vice versa can help reach a broader audience. For example, using Instagram Stories to share TikTok videos and including an Instagram handle in the TikTok bio are effective cross-promotion techniques.

Brand consistency

Thinking about brand identity when creating social media content is essential to build recognition and trust. Maintain consistent branding across both platforms, including logos, color schemes and tone of voice.

Tailored content

Being mindful of TikTok and Instagram’s audience’s preferences for content can help boost visibility. Instagram’s audience may prefer more polished, visually appealing content, while TikTok’s audience might favor short, authentic and trend-driven videos.

Analytics and adaptation

Regularly reviewing analytics from both platforms helps identify the most effective content. Using this data to refine the strategy, focusing on what resonates most with the audience, ensures ongoing success. Adapting content and posting schedules based on these insights is key.

Storytelling

Using storytelling to create an emotional connection with the audience can make content more relatable and shareable. Sharing stories of a company or resort’s history, staff and clients, and highlighting memorable experiences helps showcase what makes the organization unique.

Influencer partnerships

Collaborating with influencers who have a strong presence on both Instagram and TikTok can amplify reach and provide authentic endorsements. Selecting influencers whose audience aligns with the target demographic ensures maximum impact.

Measuring success

To ensure social media marketing efforts are effective, tracking key performance indicators (KPIs) is essential. KPIs to Track:

Engagement rate

Measuring likes, comments, shares and saves on Instagram, along with likes, comments, shares and views on TikTok, provides insights into how well content resonates with the audience.

Reach and impressions

Tracking the number of unique users who see content (reach) and the total number of times content is displayed (impressions) helps understand visibility.

Follower growth

Monitoring follower growth over time indicates how well content attracts and retains a loyal audience.

Website traffic and conversions

Using tools like Google Analytics to track traffic from Instagram and TikTok to a website, and monitoring how many visitors convert into bookings or inquiries, helps gauge the direct impact of social media efforts on the business.

UGC

Tracking the volume and quality of UGC created by guests indicates strong brand loyalty and engagement.

Influencer campaign performance

Measuring the success of influencer partnerships by tracking engagement, reach and conversions generated from their content, and using unique discount codes or tracking links, helps attribute bookings or inquiries directly to influencer campaigns.

Mastering the algorithms of Instagram and TikTok is a powerful way for companies to enhance their social media marketing efforts. By understanding how these algorithms work and implementing effective strategies, companies and resorts can increase visibility, engage a broader audience and ultimately drive more business. Consistent, high-quality content, authentic engagement and a unified approach across platforms are key components of a successful social media marketing strategy.