Social Media Algorithms: How they work

Social media is so ingrained in our culture that it’s now a daily activity for the majority of people around the globe. New platforms such as TikTok and Twitch are attracting brands who want to advertise to engage new audiences. With so many users using Tik Tok, Instagram, and other popular platforms, there’s a need to create order and relevancy, and an algorithm does just that.

Social media algorithms are always changing, making it difficult for marketers to keep up. The algorithm in play dictates where you rank in social media ads and content placement on a user’s feed. Below we will have a look at how social media algorithms actually work, what are the different social media algorithms and how you can use them to optimize your content distribution and reach your engagement.

Social Media Algorithms

So, what is a social media algorithm? An algorithm is a mathematical set of rules specifying how a group of data behaves. Social media algorithms are used to help the account maintain order and assist in ranking search results and advertisements. For example, on Facebook, there is an algorithm that directs pages and content to display in a certain order. Algorithms are so crucial in determining the validity and placement of social media accounts and content. However, there is any simple guide on how to maintain them. In the past few years, one of the most major shifts has been a user-friendly focus, much like the one Google ranks by. This encourages social media users to submit relevant, high-quality content, and engage with consumers.

Why do Algorithms Change?

Algorithms are used on social media to sort content in a user’s feed. With so much content available, it’s a way for social networks to prioritize content they think a user will like based on a number of factors.

Algorithms are usually used to filter out any irrelevant content and mostly focus only on high-quality content. Sometimes this can put your content at risk, algorithms may hide your content from feeds if it does not fit the criteria. A recent analysis of YouTube found that videos got millions of views even though they were not relevant to the user, but were chosen by the algorithm.  Social networks regularly tweak their algorithms to improve user experience. This means that your content is high quality, relevant and appealing while keeping an eye on any algorithm changes to see if you need to tweak your social media strategy.

TikTok and Instagram Algorithms Explained

Social media algorithms vary by platform. The main platforms are Facebook, Pinterest, LinkedIn, Twitter, and Instagram. Below we will have a look at how two of the most popular platforms TikTok and Instagram rank content and users.

TikTok

In the last 3 years, TikTok is a social media channel that’s exploded in popularity. TikTok’s personalized algorithm works so well, due to its categorize addictive ‘For You’  (fy, fypage) feed with videos.

How does TikTok algorithm work

There are a few simple ranking signals for TikTok content which include:

-User interaction
-Video details such as captions and hashtags
-Device and account settings which include country and language

The exciting thing about TikTok is that recommendations are not based on how many followers you have or video success. Ultimately TikTok is a platform that loves good video content so everyone has a chance to get their content seen by users, brands, and creators. TikTok is a valuable platform for marketers that want to engage a young demographic with clever and short video content.

Instagram

Instagram’s algorithm looks at six key factors:

-Interest

-Relationship with a user

-Following

-Session time

-Time posted and user session time

On Instagram, Carousels get three times more engagement than other post types while Reels are currently boosted so people use the new feature. This means your brand shouldn’t be afraid to try new features to grow engagement and get noticed on Instagram.

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