Algorithms are one of the matrices that are discussed a lot by marketers, especially those people who are active in the digital world. Many possibilities can happen on social media. Therefore, knowing the algorithm of each social media platform seems to be a fundamental lesson for them.
In addition to social media, the use of news portals and websites are also one of their concerns. Those who branding using news portal, websites, or even e-commerce also need to pay attention to the algorithms there.
Especially in the current conditions, where this year is the second time of Ramadan in the midst of COVID-19 pandemic. Algorithms can change related to people’s habits in using news portals, websites, and also e-commerce.
Talking about algorithms, in this discussion, it is not as complicated as one might imagine. From the research that has been carried out by KG Media by looking at the legibility of its ecosystem, there are some interesting insights related to algorithms, or here it can be sharpen to become the right time to publish content, especially for this month of Ramadan.
These lines of insights can certainly be a separate note for brands to be closer to their target audience. To find out more, please see the discussion this time.
3 Peak Moments That You Can Use
Source: Google Analytics KG Media
From the first graphic above, it is quite clear that there are three moments that a brand can use to get attention or awareness from its target audience. Three peak moments above show when people use news portals and websites as a medium for getting information or entertainment.
Sahur moment, the moment when you start work and the moment when you are done with work – those times can be a benchmark for brands when they have to publish their content. However, that does not mean that brands are required to publish content at that hour, brands need to try to make it one to two hours before each moment or time.
This point has to do with the content that will be crawled in their respective universes. For example, on news portals or websites, article content or other similar content, the content has crawling first in the spectrum because there are so many competitors do the same things.
That point above is also relate to content on social media. To make the crawling process easier, when creating content, try to make the content relate to these three peak moments. For example, there is content about how to create fun ambience in Sahur with family, or there is content about how to be enthusiastic while working even though fasting and others. The connection between the content and the moment can be a special value for the brand image.
Then, What About the Topic?
Source: Google Analytics KG Media
The data above clearly shows that topics related to Ramadan are the most frequently seen by people. But the unique thing you can see here is the travel, business, and also health topics which often seen by the target audience.
Even the numbers are not as significant as the topic or Ramadan, this means that people also miss traveling. This longing has even peaked when the government has declared to ban Mudik this year.
From the various topics listed in the data above, brands can turn some of these topics into pillars of communication to get closer to the target audience. By knowing what they consume the most, brands should be able to gain attention or awareness easily when following what they see and read the most.
Next Steps for Brands
Based on the insights above, there are a number of steps that the brand is now ready to take. The first step that can be done at the beginning is to know and determine what topics that brands will claim as its communication pillars.
This is a fundamental step because it will be closely related to the unique selling point of the brand itself. These pillar topics will be converted into articles for websites or news portals, for social media, these pillar topics can be converted into attractive visual content. This conversion will be done repetitively where this will build the brand image.
Therefore, choosing pillar topics also needs to be adjusted to the products or services that the brand offers. After that, brand can determine how the style of language, what kind of attitude that will be in the content – these things will be adjusted in relation to the target audience that is being pursued.
The second step after having a pillar topic as a vehicle for communicating with the target audience, brands can adjust the time and when the content can be published. In accordance with the insights above, in this Ramadan, the time of Sahur, the time of starting work, until the time of breaking the fasting, are the time most often used by the target audience to consume digital content.
Regarding the second step, brands can maximize the insights above as well, which shows that the Sahur time and afternoon time are the moment when the target audience tends to engage with digital content. This moment can certainly be used by brands to achieve various purposes.