If you are new to the social media world, you might have heard the word ‘algorithm’ getting thrown around once or twice. But what actually is it??
That’s what we’re here for, we want to help you understand the chaotic world of social media. In today’s episode we’re tackling algorithms ……. oooo scary (just kidding).
Algorithms are a mythical, magical kind of thing, so it’s okay to be a bit confused by them – we are too. The platforms like to keep their cards close to their chest… and so share limited information about how they work. However, from the snippets we get from the social media overlords (aka platforms), we can make assumptions about how best to leverage each algorithm.
What we do know for certain is – social media algorithms are determined by an automated calculation that dictates what posts show up at the top of users’ feeds and what posts do not. The main purpose of social media algorithms is to give all users a customised experience by showing content that is relevant to them.
The algorithms are influenced by a few factors such as engagement, however, it varies across each platform – otherwise it would be too easy. 😆
So, let’s look at how to optimise your algorithm for each platform. ⬇️
Instagram 📸
How it works
Things are constantly changing in social media and Instagram is no exception. In early 2025 Instagram moved towards an AI based algorithm. Essentially, their AI will interpret user behaviour to work out which posts should be shown to that person. Lucky for you, Instagram prioritises both business content and ‘casual-user’ content equally, making it easier for you to increase brand awareness and engagement for your biz with the help of the algorithm.
Instagram prioritises the following factors:
- Number of likes
- Recency of posts
- Posts using trending hashtags
- Posts with high engagement
Tips
- Experiment with different types of content e.g. Reels and carousels seem to be prioritised right now
- Try going ‘live’ every now and then – the Instagram algorithm loves that!
- Create high quality content – put a liiiiittle bit 🤏 of effort into it
- Encourage engagement through thought-provoking captions
- Respond to comments as soon as possible (don’t just ‘post-and-ghost’)
- Try out different hashtags
- Consistency is key – post regularly to improve your chances of showing up on your followers’ feed.
Facebook 👥
How it works:
Regardless of its notorious reputation as the app for mums and millennials, Facebook is still one of the most used social media platforms. Facebook’s algorithm prioritises personal content over business-related content, so it can be harder for businesses to break-through and get that much needed engagement. But never fear, we’re here to help you beat the odds.
Facebook prioritises the following content and actions:
- Content from people users typically engage with
- Number and length of comments (so try to get people to add sentences instead of just emojis)
- Number/variety of reactions (so instead of a thumbs up – try to get people to use the heart or laugh ‘reactions’)
- Shows recent content from top friends (these are the folks you react/respond to the most)
- Content with high engagement (that’s likes, comments, shares etc)
- Content types that users engage with most frequently will be shown most often e.g., if your audience engages with your video content more often than images, they will be shown more of your videos.
Tips:
- Ask questions or create content that encourages users to comment (with long sentences) and react to your post
- Set posts to ‘Public’ to reach wider audiences
- Experiment with different hashtags
- Acknowledge what type of content performs best and implement more of that content type e.g, video vs static images.
- Use all the functions – create events, upload reels, carousels and stories, go live – allllll the things…
TikTok 🎵
Ah TikTok, some of us love it, some of us hate it. Regardless of which side of the fence you sit on, TikTok is a powerful platform for business content and understanding the algorithm can help you grow faster. The algorithm in TikTok is super fast and super sophisticated – and is a BIG part of the reason why the US of A wants to get their grubby hands on it… because it is elite.
How it works
TikTok will first test your video on a smaller audience, and then depending on how well it performs it will get pushed to a larger audience on the For You Page.The best part about TikTok’s algorithm is that you don’t need to have Kardashian-level followers to get break through. You literally could be on the platform one day and post one video and go viral… that’s why it’s so amazing.
TikTok prioritises the following metrics (and this ranking):
- Watch time (most important!!)
- Shares
- Saves
- Comments
- Likes
Tips:
- Make sure your content offers users value (entertainment, education, motivation etc).
- Utilise trending TikTok sounds and audio to stay relevant.
- Find your niche – stick to content that resonates with your business and you’ll end up in front of the right audience
- Pay attention to trending hashtags and use them in your content
- TikTok loves a bit of rage baiting… so if you can (and want to) – be a little controversial… that said, TikTok’s rage pile-on can be intense, so make sure you’re prepared for that too.
LinkedIn 💼
LinkedIn, the place where everyone pretends to be motivated but actually we’re all dying inside…joking. 👀
Understanding the LinkedIn algorithm is important for growing your brand image and community connection.
How it works
Unlike other platforms, LinkedIn is not designed for virality. The algorithm will not be your friend if your only goal is to be viral. Instead, LinkedIn focuses on showing users’ the most relevant expertise and professional advice within their area of interest. Recent updates from LinkedIn suggests that focusing on sharing your own expertise and creating content within your niche will result in greater community engagement.
LinkedIn prioritises the following factors:
- High quality content – LinkedIn will categorise your content into three sections; spam (nobody wants that), low quality and high quality… and this is how it decides which bucket you are in:
- If you have strong engagement
- How relevant the content is to your audience
- Posts with lengthy comments
- ‘Dwell time’ (aka how long people’ spend reading/engaging with your content)
Tips:
- Spark up conversation!! Get your audience involved by asking their opinion or answering their questions
- Use strong hooks to get the conversation started
- Be relevant and informative
- Be very careful when choosing your hashtags – if you use too many (more than 5) or if they’re not relevant LinkedIn might flag your content as spam. Algorithm +1 You 0
- Experiment with different content types
You don’t need to know EVERYTHING about the algorithms but knowing a little bit can get you a long way. Using our tips and prioritising the right metrics can help make sure your content lands in front of the right people at the right time with the help of the algorithm.