What You Need to Know"

Understanding Social Media Algorithms: What You Need to Know

Social media algorithms have become the silent gatekeepers of our online experience. Whether you’re a business owner, marketer, content creator, or just a casual user, these algorithms decide what content you see, when you see it, and in what order. As a result, they play a huge role in how your content is distributed and who gets to engage with it.

But understanding how social media algorithms work and how to leverage them for your benefit can be a game-changer for your digital strategy. In this article, we’ll break down the key concepts behind social media algorithms, explain how they affect content visibility, and share practical tips to optimize your posts for maximum reach.

What Are Social Media Algorithms?

At their core, social media algorithms are a set of instructions or rules that social media platforms use to decide which content to show to which users. These algorithms analyze a variety of factors, including your behavior, interests, and engagement patterns, to determine what appears in your feed.

Instead of showing everything from every account you follow, platforms like Instagram, Facebook, TikTok, and LinkedIn curate content that they believe is most likely to engage you. They do this by ranking posts based on a complex combination of factors like relevance, recency, engagement, and user behavior.

Real-life example:

On Instagram, the algorithm analyzes your interactions (likes, comments, shares, direct messages) to understand your preferences. If you engage with posts from a specific account frequently, the algorithm will prioritize that account’s content in your feed.

How Social Media Algorithms Work: The Key Factors

Every platform has its own unique set of rules, but most social media algorithms rely on a few key factors to rank content. Let’s look at the most important ones:

1. Engagement Metrics

Engagement is one of the most powerful signals social media algorithms use to determine whether a post is worthy of more exposure. The more likes, comments, shares, or saves your content receives, the more likely it is to show up in other users’ feeds.

Likes: While important, likes alone aren’t enough. Instagram, for example, values comments and shares more because they signal deeper engagement.

Comments: A post with thoughtful comments tends to be favored over one with just likes, because comments require more investment from the user.

Shares: When people share your content, it signals to the platform that the post has significant value and relevance.

Real-life example:

TikTok’s algorithm thrives on “likes” and “shares.” If a user shares a video with their friends or adds it to their favorites, it’s likely to get pushed to more users who fit the same profile.

2. Recency of Content

Social media platforms want to ensure users see the most relevant and timely content. So, the timing of your posts is critical. Older posts are less likely to show up in feeds unless they are still generating strong engagement.

Instagram: While Instagram once prioritized chronological posts, it now favors fresh content. Posts with the most recent interactions are prioritized.

Facebook: Similarly, Facebook ranks posts by recency, but also weighs engagement and the likelihood of your content being “meaningful” to your followers.

Pro Tip:

Post during peak engagement times for your audience (see our earlier post on the best times to post). This increases the likelihood that your content will get engaged with quickly and rise in the algorithm’s ranking.

3. Content Type and Format

Different social media platforms prioritize different types of content. For example, Instagram is all about visuals (images, carousels, videos), while Facebook tends to favor longer-form content, and TikTok is centered around short-form videos. Understanding what type of content each platform favors is key to maximizing your reach.

Video content: Videos, especially engaging or interactive ones, are prioritized across all platforms. TikTok, Instagram Reels, and YouTube Shorts are built around short, engaging videos.

Images and carousels: On platforms like Instagram and Facebook, high-quality images and carousel posts (multiple images in one post) tend to perform well when users spend time interacting with them.

Text posts: While Facebook and LinkedIn allow for long-form written content, Instagram and Twitter (X) tend to favor more concise posts or accompanying visuals.

Real-life example:

On Facebook, long-form posts that ask questions or prompt discussions tend to generate more comments, increasing visibility. In contrast, on Instagram, Reels are now receiving higher engagement rates than static posts or photos.

4. User Relationships and Connections

Social media algorithms prioritize content that is likely to be meaningful to you. They consider your past interactions—whether you've engaged with an account recently, sent a message, or interacted with their posts. The more you interact with an account’s content, the more likely you are to see future posts from that account.

Facebook & Instagram prioritize posts from accounts you’ve interacted with most, meaning the people who like, comment, and share your posts regularly will see your future content more often.

LinkedIn prioritizes posts from connections you have established a professional relationship with, making it crucial to network actively.

Real-life example:

Instagram’s algorithm will prioritize showing you posts from accounts you engage with frequently, like friends, family, and favorite brands. This ensures that you are seeing the content most likely to resonate with you.

The Impact of Engagement and Content Strategy

Given that engagement plays such a key role, creating content that sparks interaction is crucial. But engagement doesn’t just happen by chance. To optimize your content, consider these strategies:

1. Create Engaging Content

Encourage users to engage by asking questions, running polls, or creating interactive content. The more engagement your post receives, the more the algorithm will favor it.

On Instagram, use Instagram Stories to ask questions, run polls, or post quizzes that encourage direct interaction.

On Facebook, post open-ended questions that invite comments and discussion.

On TikTok, leverage challenges or trendy music to encourage users to engage and create content of their own.

2. Consistency Is Key

Posting consistently is essential to keeping your brand visible in social media feeds. Regular activity signals to the algorithm that you are an active, engaged user, which helps improve your reach.

Post regularly but don’t sacrifice quality for quantity. High-quality content that resonates with your audience will always outperform poorly designed, rushed posts.

3. Use Hashtags and Keywords Effectively

Hashtags and keywords help algorithms categorize content. They make it easier for users to find your posts, especially when they’re searching for specific topics or trends.

Use relevant hashtags on Instagram, Twitter, and TikTok to boost discoverability. But don’t overdo it—using too many hashtags can appear spammy and hurt engagement.

Make sure your content includes strong keywords related to your niche or industry to improve its visibility.

Pro Tip:

Monitor trending hashtags and topics relevant to your audience. Jumping on trending hashtags can give your posts a visibility boost.

How to Adapt to Algorithm Changes in 2024

Social media algorithms are constantly evolving to improve user experience and keep content fresh. While understanding the current state of algorithms is essential, it’s important to stay adaptable.

Track Performance: Regularly check your platform’s analytics to track what types of posts perform best and adjust your strategy accordingly.

Stay Informed: Keep an eye on news from social media platforms. Companies like Instagram and TikTok frequently update their algorithm features, and staying informed allows you to quickly adapt to changes.

Focus on Value: Algorithms prioritize content that provides value to users. Whether that’s through educational content, entertainment, or emotional resonance, focus on creating posts that are genuinely useful or engaging.