How Content Recommendations Work Differently Now
Social media used to be about ranking posts. Platforms would decide what was “best” and show it to the most people. But things are changing. Now, many platforms focus on recommending content instead of ranking it. This shift affects how local businesses should think about their posts.
The Old Way: Ranking Content
In the past, social media worked like a contest. Your post would compete against others, and the platform would pick “winners” based on things like:
- How many likes or comments you got quickly
- How much time people spent on your post
- How often people shared it
This made it hard for small businesses because you had to beat everyone else to get seen.
The New Approach: Recommendation Systems
Now, many platforms use large language models (the technology behind tools like ChatGPT) to recommend content. Instead of ranking, these systems try to match posts with people who might like them. They look at:
- What each person normally enjoys
- What’s trending in their area or interests
- Different types of content that might appeal to them
This means your post doesn’t have to be “the best” – it just needs to be right for some people.
The OBA Framework for Recommendations
This change makes the OBA framework (Offer, Behind-the-Scenes, Authority) even more useful. Here’s why:
- Offers get recommended to people looking for what you sell
- Behind-the-Scenes content connects with people who like personal stories
- Authority posts reach people interested in learning from experts
Instead of trying to make one perfect post, you can create different types that appeal to different groups.
What This Means for Your Business
With recommendation systems, you have more chances to be seen. A post might not go viral, but it could reach the right customers. Here’s how to make it work:
- Be consistent – the more you post, the more chances the system has to learn who likes your content
- Mix it up – use all three types of posts (Offers, Behind-the-Scenes, Authority) to reach different people
- Talk like a real person – these systems understand natural language better than hashtag tricks
Think of it like a helpful shop assistant who knows all your customers. They won’t show everything to everyone, but they’ll bring the right items to the right people.
Getting Started
You don’t need to understand the technology. Just focus on:
- Showing what makes your business special (Behind-the-Scenes)
- Sharing what you sell (Offers)
- Demonstrating your knowledge (Authority)
The systems will handle the rest, connecting you with people who appreciate what you do.
This change makes social media more welcoming for local businesses. Your posts don’t need millions of likes – they just need to reach the neighbors who need your services. Keep sharing your story, your products, and your knowledge. The right people will find you.
