What Are Social Media Algorithms and How Do They Work?

Social media is an integral part of business marketing strategies. Small businesses and entrepreneurs recognise the importance of establishing a strong social media presence to engage with their audience. However, the algorithms governing these platforms can seem like a mystifying black box. As a social media agency London, we are here to help you understand the world of social media algorithms and how you can leverage them effectively.

The Importance of Algorithm Mastery

At their core, social media algorithms are complex mathematical formulas designed to personalise a user’s feed. They determine what content appears, in what order, and to whom. While the specifics vary across platforms, the overarching goal remains consistent: to enhance the user experience by showing content that is relevant and engaging.

Visibility and Reach

The primary function of algorithms for content creators is reach and awareness. Imagine you own a small bakery and you have crafted a stunning post showcasing your latest cake creation. If you crack the algorithm code, your post could appear on the feeds of local users interested in baking or desserts, greatly expanding your reach.

Engagement and Conversions

If you are an entrepreneur selling handmade jewellery, knowing how social media algorithms work can significantly boost engagement by cracking Instagram’s algorithm. By using the right hashtags and posting at peak engagement times, you can attract more likes, comments, and ultimately, sales.

Building a Community

Suppose you run a small fitness studio. You can build a thriving online community by understanding Facebook’s algorithm. You can create content that resonates with your audience, fostering a sense of belonging among fitness enthusiasts.

Efficient Ad Campaigns

Algorithms support both organic as well as paid campaigns of content creators. So, let’s say you are a startup offering eco-friendly products. You can optimise its ad spend on LinkedIn by understanding the platform’s algorithm. You can target your ads to reach professionals interested in sustainability, ensuring your budget isn’t wasted on irrelevant clicks.

The Major Players: Understanding Platform-Specific Algorithms

Each social media platform has its algorithm, tailored to its unique user behaviours and objectives. Here’s a glimpse into the algorithms of some major platforms:

1. Facebook Algorithm: EdgeRank

Facebook’s EdgeRank algorithm determines the content shown in a user’s newsfeed. It considers three main factors:

● Affinity: The user’s relationship with the content creator. Content from close friends is prioritised.
● Weight: The type of content. Photos and videos often carry more weight than text-only posts.
● Time Decay: How recently the post was published. Recent posts take precedence.

For example, if you frequently engage with a friend’s posts by liking, commenting, and sharing, their content will appear prominently in your feed.

Instagram Algorithm: Engagement-Based

Instagram prioritises content based on a user’s engagement history. If a user frequently interacts with a specific account’s content, that content is more likely to appear in their feed. It prioritises content based on:

● Engagement History: Posts with high likes, comments, and shares are favoured.
● Timeliness: Recent posts are given precedence.
● Type of Content: Instagram considers whether users engage more with photos, videos, or carousel posts.

So, if you consistently engage with posts from a particular fashion influencer, their new posts will be prominently featured in your feed.

Twitter Algorithm: Chronological, with Tweaks

Twitter primarily uses a chronological feed. However, it employs algorithms for:

● In Case You Missed It: To show relevant tweets you might have missed.
● What’s Happening: To curate timely content based on your interests and engagement history.

For instance, if you follow tech news accounts and frequently engage with their tweets, you will see their latest updates in your “What’s Happening” section.

LinkedIn Algorithm: Engagement and Relevance

LinkedIn’s algorithm assesses user engagement and content relevance. It factors in:

● Engagement Metrics: Posts with higher likes, comments, and shares are prioritised.
● Relevance to Audience: Content that aligns with a user’s professional interests and network is favoured.

So, let’s say you often interact with posts from industry leaders. You are more likely to have their content appear more prominently in your feed.

YouTube Algorithm: Watch History and Engagement

YouTube’s algorithm aims to keep users on the platform for as long as possible. It considers a user’s watch history, engagement metrics (likes, comments, shares), and how often users return to the platform.

This also explains why the platform’s search function sometimes appears to be broken because YouTube’s algorithm makes it nearly impossible to find new content that’s not already part of your user history.

Cracking the Code: Strategies for Algorithm-Friendly Content

Understanding how social media algorithms work is essential, but it is only half the battle. To maximise your social media reach, consider these strategies:

● Quality Content is King: Regardless of the platform, high-quality, engaging content is essential. Invest in compelling visuals, well-written copy, and content that resonates with your target audience.
● Consistency Matters: Posting consistently signals to algorithms that your account is active and relevant. Create a content calendar and stick to a posting schedule.
● Engage with Your Audience: Respond promptly to comments and messages. Engaging with your audience boosts your content’s visibility.
● Use Analytics Wisely: Most platforms offer analytics tools that provide insights into your content’s performance. Use these insights to refine your content strategy.
● Leverage Hashtags and Keywords: Utilise relevant hashtags and keywords to make your content discoverable to users interested in your niche.
● Experiment and Adapt: Don’t be afraid to try new content formats and strategies. Monitor your performance, adapt to changes in algorithms, and refine your approach.

While social media algorithms may appear daunting, they are ultimately tools designed to improve user experiences. By understanding these algorithms and tailoring your content and engagement strategies accordingly, businesses can navigate the digital landscape with confidence. All you have to do is stay informed, experiment, and prioritise high-quality, engaging content to harness the power of social media algorithms and grow your online presence.