Social media platforms are more than just places to connect; they are ecosystems driven by complex algorithms that dictate what content users see. These algorithms are the gatekeepers of information, influencing everything from social interactions to business strategies. Understanding how these algorithms work is crucial for anyone looking to maximise their reach or simply navigate the digital landscape more effectively.

You might just find our weekly trends useful in helping you with your content reach! (See This week’s trends here)

See the algorithms of five major platforms: Facebook, Instagram, Twitter, TikTok, and YouTube.

1. Facebook Algorithm (EdgeRank)

How It Works:

Facebook's algorithm, historically known as EdgeRank, has evolved into a multi-layered system that prioritises content based on user interaction. The algorithm evaluates every piece of content and assigns it a score based on three main factors:

• User Affinity: How often a user interacts with a particular person or page.

• Content Type: Different types of content (e.g., photos, videos, links) receive different weights.

• Recency: Newer content is more likely to appear at the top of the feed.

In recent years, Facebook has shifted its focus towards meaningful interactions. This means that content generating more engagement (comments, shares, and reactions) is prioritised, especially if these interactions occur between people rather than between people and pages.

For users, this means seeing more content from close friends and family, with posts from pages and businesses appearing less frequently unless they generate significant engagement. For creators and businesses, it emphasises the need for content that encourages discussion and sharing, as passive engagements like likes carry less weight. Your strategy therefore on Facebook is to build a community, where people react and engage rather than building business pointing content. Ask questions, share nice moments and let people know who you are behind the scenes. Use ads then for the more selling/ direct approach.

2. Instagram Algorithm (Engagement and Personalisation)

How It Works:

Instagram's algorithm, while initially similar to Facebook's due to the shared parent company (Meta), has developed its distinct features. The platform's algorithm focuses on:

• Engagement: Like Facebook, Instagram values posts that receive high engagement quickly. This includes likes, comments, saves, and shares.

• User Preferences: Instagram tailors the feed to individual user preferences, showing more content from accounts the user interacts with frequently.

• Content Type and Recency: Instagram prioritises recent posts and balances the feed by mixing content types (photos, videos, stories).

Additionally, Instagram has made significant use of machine learning to understand user behaviour better and personalise the feed accordingly. This includes predicting which posts a user is most likely to engage with based on past behaviour. Just take a look at your search section, it’s full of post suggestions that have a connection to posts you have looked and reacted to previously. If you change your habits and look at different content on Instagram so does your search suggestions.

Users are more likely to see content from accounts they interact with regularly, leading to a more personalised experience. For creators, the challenge is to create content that encourages quick and substantial engagement to stay visible in the crowded Instagram feed. To use Instagram in the best way, you should decide the types of content you are interested in, follow and engage and build up a personal history which Instagram will happily deliver your perfect audience to you to then be attached to (so stay away from funny cats and clickbait stories).

3. X (Twitter) Algorithm (Real-Time Updates and Relevance)

How It Works:

Twitter's algorithm is unique due to the platform's emphasis on real-time content. However, the introduction of the "Home" timeline has brought in algorithmic elements:

• Recency: Fresh tweets are crucial, with a timeline that blends the latest tweets with those considered most relevant based on user interaction.

• Engagement: Tweets that receive a lot of engagement (likes, retweets, replies) are more likely to be promoted in a user's feed.

• Personalisation: Twitter also personalises the content based on a user's interactions, including who they follow, what tweets they engage with, and what topics they seem interested in.

Twitter allows users to toggle between the algorithmic timeline and a chronological one, offering a unique blend of real-time updates and curated content.

For users, Twitter remains a platform where they can see real-time updates but also discover popular or relevant content they might have missed. Creators need to focus on producing timely and engaging content, as the platform rewards quick bursts of interaction.

4. TikTok Algorithm (Content Discovery and Virality)

How It Works:

TikTok's algorithm is a content discovery engine designed to surface new and engaging content to users, rather than just updates from people they follow. The algorithm relies heavily on:

• User Interaction: Likes, shares, follows, and even the time spent watching a video are key indicators.

• Video Information: Captions, sounds, and hashtags help TikTok categorise content and match it with users likely to enjoy it.

• Device and Account Settings: While less influential, these factors, including language preference and location, can help tailor content.

The "For You" page is where the magic happens, offering a personalised feed that adapts as the user interacts with different types of content.

For users, TikTok offers a highly addictive, ever-changing feed of content tailored to their tastes, often introducing them to new creators. For creators, TikTok provides a unique opportunity to go viral quickly, even with a relatively small following. The key is to create content that resonates with a broad audience and encourages repeated views and interactions.

5. YouTube Algorithm: Watch Time and Viewer Retention

How It Works:

YouTube's algorithm is heavily focused on maximising viewer retention and watch time. The platform uses several signals to determine which videos to promote:

• Watch Time: Videos that keep viewers engaged for longer periods are favored.

• Engagement: Likes, comments, and shares are important, but they are secondary to watch time.

• Click-Through Rate (CTR): The percentage of people who click on a video after seeing its thumbnail or title is a crucial metric.

• Personalisation: YouTube also personalises recommendations based on a user's history, subscriptions, and even the types of videos they have liked or commented on.

The algorithm operates across several surfaces, including the homepage, suggested videos, and search results.

For users, this means being recommended videos that YouTube predicts they will watch for longer periods. For creators, the focus should be on producing content that not only attracts clicks but also retains viewers throughout the video. Consistency in uploading and the ability to create engaging thumbnails and titles are also critical to success.

Conclusion

The algorithms of social media platforms are ever-evolving, driven by the need to maximise user engagement and retention. Each platform has its own rules and understanding these can make a significant difference in how content is consumed and created. For users, this knowledge helps in curating their feeds to better reflect their interests. For creators and businesses, it offers a roadmap to increase visibility and engagement, ultimately leading to greater success in the digital space.

The one common learning is that if you make content that is “React-able” in some way you will see an upturn in your content reach and success. The algorithms pick up when you stop, click, time spent on the content etc. so looping, carousels, videos, headlines (the list goes on) will help. Make your content fit a strategy where it’s important to you to keep the audience on that post for as long as possible by animating, stretching out the process (you might just like the results).