Social Media Algorithms: What Every Marketer Needs To Know
Blog
Aug 20
Every social media platform uses an algorithm — a collection of rules and data that determine what content is seen by which users, as well as when that information comes up. Each social media platform, such as Facebook, TikTok, Twitter, or Instagram, has its own algorithm-creation process, and the algorithm actually changes for each unique user. So, thanks to the algorithm’s rules, no two people will have the same experience when they use social media.
As a marketer, navigating the world of algorithms can be challenging. However, by understanding the rules and data these algorithms use to make decisions, you can craft content that aligns with their requirements. This approach enhances your marketing efforts and boosts the visibility of your content.
The Basics of Social Media Algorithms
You can think of a social media algorithm as a set of guidelines that determines what users see and when. The “algo,” as some people call it, can change from platform to platform and may even vary by the user on a platform. So, “beating the algorithm” can be tough, but if you regularly create good content, know how to leverage hashtags, and can build up engagement, you’ll be in a better position to grow your brand’s social media presence.
The Way Social Media Algorithms Work
Algorithms frequently change, but here are the basics for four major social media platforms.
Facebook is prioritizing content that encourages discussions and fosters meaningful interactions among users. If a post doesn’t engage its audience, its visibility on the platform may decrease.
X (formerly known as Twitter)
Until 2016, X used a chronological timeline format. Since then, it has switched to an algorithm that gives priority to posts with high engagement (retweets, interactions, and likes). The new algorithm(s) allow users to see content from those they don’t interact with or follow as well as those they do, which is designed to keep them online and engaged for longer. To rank on X, you need to focus on posting regularly, using images or video, honing in on the right Tweet length, and staying engaging.
The three most important ranking factors of the Instagram algorithm are:
Relationship: Instagram prioritizes content from accounts you regularly interact with. If you follow, message, or comment on a user’s posts often, you’ll likely see more of their new content. For businesses, engaging with followers through DMs and comments boosts visibility.
Interest: If you consistently engage with a particular type of content, Instagram will show you similar posts. Understanding what your audience enjoys helps in crafting content that appeals to them.
Relevance: Instagram evaluates how timely and trending a post is. Recent posts are more relevant, and those aligned with current trends receive higher visibility.
TikTok
The TikTok algorithm can help you thrive in its fast-paced video-based landscape. It determines what users will see based on what they currently interact with, video information, and device and account settings. For example, videos with captions, hashtags, and audio will be sorted accordingly.
For brands, focusing on digging into your niche is one key way to get in front of the right audience. Short videos do well, though TikTok has recently introduced long-form videos. Use hashtags and trending music to help yourself rank, too. Finally, make sure you have a solid hook because users are flicking through videos quickly and won’t stop if you don’t catch their eye.
Key Algorithms That Impact What Users See
Not all users will have a super-specific algorithm that hones in on exactly what they want to see. For instance, a new user will probably see a mix of content to gauge engagement, while a user who has been on social media often is more likely to be fed advertising (when they’re on their account often, they’re more likely to buy through ads there).
For digital marketers, understanding algorithms is vital for success. To make it easier, start by understanding the rules and data these algorithms use to make decisions. By aligning your content with these requirements, you can improve its visibility. Remember, each platform functions differently, so first define your target audience and determine where they spend most of their time. Then, craft content that matches the platform’s preferences to maximize your reach.
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