Social media algorithms are the invisible force behind what we see in our feeds, shaping everything from content visibility to engagement.
So understanding how these algorithms work is crucial for businesses and marketers, as it allows us to reach the right audience and boost performance.
In this post, we’ll discuss the key factors that influence algorithm visibility and share strategies for optimising your content and maximising impact.
No matter what your goal is for social media, understanding how algorithms work is essential. This is especially true considering that the overwhelming majority of companies want to increase brand awareness, which is built on visibility.
An algorithm is simply a set of rules or instructions a platform uses to decide which content gets shown, when, and to whom. On social media, they’re responsible for curating each user’s feed and determining what content appears. They’re based on an ever-shifting combination of signals like relevance, engagement, timeliness, and user behaviour.
What makes things tricky is that social media algorithms aren’t fixed. They’re dynamic and constantly evolving, shaped by data, machine learning, and changes in user behaviour. Every like, comment, share, and scroll contributes to what the algorithm learns and prioritises.
Platforms also regularly update these systems to meet their own goals. Those goals can include increasing time spent on the app, surfacing more paid content, or enhancing user experience.
Each platform has its own algorithmic logic. Instagram, for example, heavily weighs engagement and watch time on Reels.
LinkedIn prioritises relevance to your professional network and recent activity.
TikTok’s algorithm is arguably the most advanced at content discovery, surfacing videos based on nuanced user signals rather than who you follow.
That said, here’s a more in-depth look at each one.
Instagram’s algorithm is all about delivering relevant content that keeps users on the app longer. It considers several key signals to decide what shows up in the feed, Stories, Reels, and Explore tab. Like these:
TikTok’s algorithm is laser-focused on discovery, serving users content they didn’t know they wanted but can’t stop watching. It’s less about who you follow and more about what holds your attention.
Here’s how it works behind the scenes:
Facebook’s algorithm prioritises meaningful interactions and personal connections over passive content consumption. For brands, this means creating content that feels relevant, conversational, and community-driven.
Here’s what drives visibility on the platform:
✅Videos, particularly native uploads and live streams, get more reach than external links.
✅Posts that ask questions, invite discussion, or feel community-led.
✅Groups—content from active groups is more likely to appear in feeds, especially if the group is niche or local.
While LinkedIn and X (formerly Twitter) serve different audiences, both rely heavily on relevance, recency, and engagement to surface content. For businesses and thought leaders, creating timely, value-driven posts is key.
LinkedIn’s algorithm is designed to prioritise professional relevance and spark industry-related conversations. Here’s what influences reach:
X’s algorithm balances chronology with content relevance and user interaction patterns. Here's how it works:
No matter the platform, social media algorithms are driven by signals that help them determine what content deserves to be seen. While the specific rules vary from one app to another, a few core factors consistently influence how widely your content is distributed.
Here are three major drivers of algorithm visibility:
✅Engagement metrics. This includes likes, comments, shares, saves, profile visits, and clicks. Algorithms are built to reward content that sparks interaction. But it’s not just about quantity. Quality of engagement matters too. Thoughtful comments and discussions carry more weight than passive likes, especially on platforms like LinkedIn and Facebook.
✅Video watch time. This is especially relevant for platforms like TikTok, Instagram Reels, and YouTube Shorts. Watch time is a key indicator of content value. If users watch your video all the way through, it sends a strong signal to the algorithm that your content is engaging. Higher retention typically leads to greater reach.
✅Timeliness and consistency. Algorithms tend to favour recent content, but they also reward brands and creators who post regularly. A consistent posting schedule builds trust with the algorithm, while irregular activity can result in decreased visibility. Timeliness also refers to capitalising on trending topics or formats while they’re still hot. Jumping in early can give your content a visibility boost.
To maximise visibility, your content needs to work with the algorithm, not against it. Here’s how to fine-tune your posts for better reach and engagement across platforms:
Yes, hashtags do help social media algorithms when used strategically. They provide context about your content, allowing the algorithm to categorise it and show it to relevant users. However, quality and relevance matter more than quantity. Using a few well-chosen hashtags is far more effective than overloading a post.
Social media algorithms change frequently, often without warning. Platforms regularly tweak their systems to improve user experience, prioritise new features, or adjust to shifting behaviours. While some changes are minor, others can significantly impact reach and engagement, which is why staying agile and monitoring performance trends is key.
Yes, you can bypass algorithm limitations with paid content. Paid ads allow your posts to reach a broader, targeted audience, regardless of organic algorithmic restrictions. However, even with paid content, engagement and relevance still play a role in maximising performance, so it’s crucial to craft compelling, engaging ads.
Understanding social media algorithms is key to navigating the ever-changing landscape of digital marketing.
By optimising your content, staying consistent, and adapting to updates, you can ensure your brand stays visible and engaging. Keep testing, learning, and evolving to stay ahead of the algorithm curve!