What is a social media algorithm?

Social media algorithms are like the brain behind your social media feed. They decide what posts, videos, and ads you see. Each platform, like Facebook, Instagram, or TikTok, has its own unique set of rules. These rules are constantly learning from your actions and the actions of others. Their main job is to keep you scrolling and engaged by showing you content they think you will like or find useful. For marketers, understanding these algorithms is key to getting their messages seen by the right people.

These algorithms are not static, they are always evolving. They adapt based on user behavior, platform goals, and even global events. This constant change means that what worked last year might not work as well today. Therefore, staying updated on general algorithm principles and focusing on core marketing best practices becomes crucial for any brand or business trying to succeed in the digital space.

Why it matters

Algorithms are super important for anyone trying to reach an audience on social media. If your content doesn't align with what an algorithm favors, it might not get shown to many people. This means less visibility for your brand, fewer potential customers seeing your products or services, and lower engagement. On the flip side, if you create content that algorithms like, your posts can reach a much larger audience organically, sometimes without spending extra money on ads. It directly impacts your brand's reach, engagement rates, and ultimately, your marketing success on these platforms.

For instance, a post that ranks high in an algorithm's favor can go viral, reaching millions of users quickly. Conversely, a poorly optimized post might only be seen by a small fraction of your followers. Understanding these mechanisms allows marketers to strategize content creation, timing, and promotion more effectively, ensuring their efforts yield better returns.

How social media algorithms work

Social media algorithms look at many different signals to decide what content to show you. Think of these signals as clues that help the algorithm understand what you find interesting and valuable.

Key ranking signals

• Relevance: How interested you've been in similar content or topics in the past. If you often engage with posts about cooking, the algorithm will show you more cooking content.
• Engagement: How much interaction a post receives. This includes likes, comments, shares, saves, and even how long someone watches a video. Posts with high engagement are often seen as valuable.
• Recency: Newer posts are generally favored over older ones. Platforms want to show you fresh content.
• Relationship: How often you interact with specific accounts. If you frequently comment on a friend's posts, you're more likely to see their content. For businesses, this means building a loyal community.
• Content type: Algorithms also consider the type of content you usually engage with. If you watch a lot of Reels, Instagram will show you more Reels.
• User behavior: Your past interactions, such as what you click on, what you search for, and how long you spend on certain posts.

Each platform weights these signals differently. For example, TikTok's algorithm is famous for its "For You Page," which quickly learns individual preferences, even from new users, by prioritizing watch time and interactions. Facebook's algorithm often prioritizes content from friends and family, while Instagram might balance between accounts you follow and discovery content.

Best practices for marketers

To succeed with social media algorithms, marketers need to create a strategy that aligns with how these systems operate.

• Create high-quality, engaging content: This is foundational. Focus on content that genuinely interests your target audience. Use good visuals, clear messages, and tell stories that resonate.
• Encourage interaction and conversation: Ask questions, run polls, and respond to comments. The more people interact with your posts, the more the algorithm sees your content as valuable and worth showing to others.
• Post consistently and at optimal times: Regular posting keeps your audience engaged and signals to the algorithm that your account is active. Use platform analytics to find out when your audience is most active.
• Understand your specific audience: What topics resonate with them? What formats do they prefer? Tailoring content to their interests increases relevance and engagement.
• Utilize platform-specific features: Use Instagram Reels, Stories, or LinkedIn articles if they fit your content strategy. Algorithms often give a slight boost to content that uses their newest features.
• Analyze your performance data: Regularly check your social media insights. See which posts perform best, which content types get the most reach, and adjust your strategy based on this data.
• Consider paid promotion: While organic reach is great, sometimes boosting your best content with paid ads can significantly extend its reach and engagement, especially when starting out or launching something new.

Social media algorithms are always changing, but their core goal remains the same: to show users what they want to see. By focusing on creating valuable, engaging content, understanding your audience, and adapting to platform trends, marketers can work with algorithms to boost their brand's visibility and connect with more customers. Keep learning and testing different approaches to stay effective.