Can you really outsmart the algorithm?

No matter where you go, you can’t avoid the social media algorithm – it’s a beast and it needs to be understood to be tamed. This blog is here to help you understand how it works a little better.

 

Explaining the algorithm

First things first, what actually is this algorithm that people bang on about? Put simply, it’s a calculation that reads the content you post to determine whether it’s what people want to see, to then figure out how much it shows what you’re posting in people’s feeds.

Due to shifts in trends and user tastes, the algorithm is ever-changing. Oh, and different approaches work for different platforms too.

 

Taming the beast

Every brand is trying to win the affection of this digital overlord. But let’s be honest: the algorithm doesn’t care about your quarterly goals. It wants engagement, shares, viral moments…and maybe a cat video or two.

So, rather than beating the algorithm, your focus should be on making it work for you – using it to connect with people, add value to their scrolling and build a community.

While it may seem like a daunting feat, it is doable with a few key elements.

 

Making the algorithm work for you

Now, what does this mean per platform and what do they each look for? Let’s decode the patterns dictating the success of content in 2025…

 

Facebook:

• Prioritises content from the people you know rather than businesses, because – let’s face it – you’re more likely to interact with something your friend shares than what a business posts!
  • This means that content that businesses post needs to relate to people. If you’re sharing something featuring the team, are they more likely to share it so their friends see it and engage? Yes!
• Prioritises not only the number of reactions and comments but the length of them too.
  • Encourages people to join a conversation on your posts.
• Favours activity within groups, as these are a big reason why people use the platform.
  • So if you’re not posting and engaging with groups relevant to your business, you’re missing a trick! This doesn’t just mean selling, as you could very easily annoy users by doing this. But if you offer added-value content for people, they’re more likely to trust you and buy from you in the long run.

 

Instagram:

• Prioritises content from accounts that a user typically engages with.
  • If you use the platform, then we’re sure you’ve already seen this – the people/pages you interact with a lot will appear first on your timeline.
• Content that generates likes fast will get shared further and wider.
  • Instagram favours recent posts, so you can get quick engagement by posting at times when your audience is active. You could even make sure you and your team are engaging with it when it goes live, as you’re likely to see a positive uplift.
• Competitions won’t do you the same favours they used to.
  • Giveaways just aren’t being recommended anymore, as their click-bait nature isn’t very popular right now. So you’ll need to keep this in mind. If you’re still adding paid activity to them, then they’re likely to perform better, but don’t rely on the organic growth from them we’ve seen in the past.

 

LinkedIn:

• Like Facebook, it prioritises content from people rather than businesses.
  • Make sure your team are engaging with and sharing the content to help get the message out there.
• Favours hefty comments over large numbers of reactions – and the quicker you can achieve these after posting the better.
• It looks for content that adds value for the audience – an example is sharing learning or industry insights that can support other users.
  • LinkedIn LOVES this, so if you’re able to add a personal touch to content and give more context that will also benefit other platform uses, you’re likely to see the benefits, especially if you’re using native content, images or videos with text.

 

X (formerly Twitter):

• Prioritises recent content, especially that which has been posted in the last 24 hours…
  • If this is the platform you’re trying to focus on, make sure you’re posting multiple times a day to stay relevant and in the algorithm’s eye.
• Prioritises content that’s generating engagement.
  • It’s all well and good if you’re posting loads, but if none of it is generating engagement, you’re not likely to actually see much benefit, so encourage your audience to engage with your content.

 

TikTok:

• Unlike the other platforms, this platform has a priority order when it comes to how content is engaged with and which is how it determines how much your posts will be shown to users. This is what you need to know:
  • Watch time
  • Shares
  • Saves
  • Comments

 

Algorithm vs authenticity

So, we now have a few handy tips about what actually moves the needle in your social strategy. While posting hacks vary across platforms, you can’t go wrong by:

• Prioritising quality content
• Posting consistently
• Actively engaging with your audience

Basically, show you’re a real brand with real people!

And this is just the tip of the iceberg when it comes to the algorithms per platform! If you want to find out more, get in touch today.