Let's talk about the social media algorithm? We hear a lot about its power, but do you know what it is?
Imagine a large, almost infinite library, with new works every second, where the librarian chooses the most relevant books for you, based on your literary genre preferences and reading history.
This is more or less how the algorithm works, selecting what is most interesting for the user.
Come and better understand how social media algorithms can help your account grow and be relevant to your customers.
What is an algorithm in social media?
Social media algorithms are complex sets of rules and calculations that platforms use to determine what content appears in each user's feed.
In simple terms, it's a filter that organizes and prioritizes what you see based on your past actions, such as likes, comments, and shares.
Imagine a friend who knows your tastes and suggests movies and music that you’re likely to like. Algorithms work in a similar way, but on a larger scale and with ever-increasing accuracy.
How do social media algorithms work?
Social media algorithms have the function of ranking and filtering posts, highlighting the most relevant ones for each user.
Although each platform has its own specific rules and methods, the basic principle is the same: ensuring that users see the content that interests them most and stay on the platform for as long as possible.
“Calm down! So you’re telling me that on Instagram, Facebook, Twitter and LinkedIn, the posts that appear first are filtered by the algorithm?”
Exactly!
These algorithms analyze a variety of factors, such as how often you interact with certain profiles and types of content, and adjust your feed to show you what's most relevant to you.
This creates content bubbles and helps you see and hear people who share the same tastes and interests as you.
Understanding how these algorithms work can transform the strategy that brands develop on social media, for example:
- On Instagram, the algorithm values quick and meaningful interactions, such as likes and comments;
- On Facebook, posts that generate conversations and interactions between friends and family are prioritized;
- TikTok loves it when we share videos with other contacts or when we watch the video until the end and even return to it right after.
Each social network has its own particularities, but they all aim for the same thing: keeping users engaged and satisfied with the content they see.
Therefore, knowing how algorithms work can help you develop more effective strategies and achieve better results on social media.
How to use algorithms to your advantage?
Each social network has its own characteristics and nuances. Knowing these details is essential to optimize your posts and maximize reach and engagement.
Let's see how this works for different platforms:
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Instagram has come a long way since its early years, when posts were displayed in chronological order.
After being acquired by Facebook, Instagram introduced a more refined algorithm to improve the user experience. This algorithm takes into account three main factors:
- Original content: The platform now prioritizes original content over reposted content. Despite the repost Also factoring into the engagement calculation, accounts that post originals will have priority in content distribution. This means that if you create new and unique content, you will have a better chance of reaching more people.
- Time and frequency: The time you post still matters. Recent posts have a slight advantage, ensuring that your feed doesn’t completely lose chronological order;
- Engagement: the algorithm prioritizes posts that receive more likes, comments and shares, the latter was mentioned by Instagram itself in a recent statement, the network is prioritizing content that generates inbox conversations. The more interactions a post receives, the greater its visibility;
- Relationship: Posts from accounts you interact with frequently appear higher in your feed. The algorithm values these connections to show you content that you’re likely to find relevant.
To make the most of the Instagram algorithm, try:
- Post at the right time: Experiment with different times to find out when your audience is most active. Post at these times to increase visibility;
- Encourage engagement: Create posts that encourage likes, comments, and shares. Use engaging images and captions that encourage interaction.
- Strengthen the relationship: interact with your followers by responding to comments and participating in discussions. The more you engage with other users, the more your posts will appear to them;
- Reels and stories: Currently, video posts capture more attention than photos, so delivery is better than posts and carousels, with more screen time, the platform will understand that this @ has potential.
Facebook's algorithm has also undergone several changes over the years to improve the user experience.
Initially, the social network displayed posts in chronological order, but over time, this changed to a system that prioritizes relevant content for each user.
Currently, Facebook's algorithm considers several factors to determine which posts appear in the feed:
- Significant interactions: Facebook prioritizes posts that generate meaningful interactions, such as comments, reactions, and shares. The algorithm values authentic conversations and engagement between friends and family;
- Content type: Different types of content, such as live videos, photos, and links, are treated differently by the algorithm. Live videos, for example, tend to generate more engagement than single photos;
- Relevance: content relevant to the user's interests has a greater chance of appearing in the feed.
To get the most out of Facebook's algorithm, follow these practices:
- Stimulate discussions: Create posts that encourage conversation and interaction. Open-ended questions and content that encourages followers to comment can increase the visibility of your posts.
- Use different types of content: Experiment with different formats, such as videos, photos, and live streams. Live videos, in particular, can generate high levels of engagement;
- Focus on authentic relationships: Interact authentically with your followers. Reply to comments and participate in discussions.
Understanding and working with the Facebook algorithm can significantly increase the reach and engagement of your posts, helping you build a stronger, more effective presence on the platform.
YouTube
YouTube's algorithm is one of the most sophisticated among social networks. It's designed to keep users on the platform for as long as possible by recommending videos they're likely to watch.
The algorithm considers several factors to determine which videos appear in recommendations, on the home page, and in search results:
- Viewing time: YouTube values the total time users spend watching videos. Videos that keep viewers engaged for longer are prioritized;
- Viewing history: the algorithm takes into account the user's viewing history to recommend personalized content. It analyzes the types of videos the user has previously watched and suggests similar content;
- Titles, descriptions and thumbnails: The way you present your video is also important. Compelling titles, detailed descriptions, and eye-catching thumbnails help attract clicks and improve the visibility of your content.
Make the most of YouTube's algorithm by:
- Create engaging content: focus on producing videos that keep viewers’ attention from start to finish. Well-structured and interesting content can significantly increase viewing time;
- Encourage engagement: Encourage viewers to like, comment, and subscribe to your channel. Asking for interactions naturally at the beginning or end of videos can increase engagement;
- Understanding your audience: Analyze your audience’s viewing history to understand what types of videos they prefer. Use this information to create content that meets their preferences and interests.
- Optimize titles, descriptions and thumbnails: Create captivating titles that reflect the content of the video. Use detailed descriptions with relevant keywords and create attractive thumbnails that stand out and encourage clicks.
- Post regularly: Maintaining a consistent posting frequency helps keep your audience engaged and can improve your channel's visibility in the algorithm.
X (formerly Twitter)
X takes freedom of expression and trending topics very seriously.
It basically follows the algorithm of the most common social networks, such as engagement, relationship and relevance, but the great highlight of this network is definitely the trend topics.
Keywords are in search order and comments in the famous magnifying glass. And it changes all the time, with no prediction of how long it will remain there.
To maximize the effectiveness of your Twitter posts, consider the following practices:
- Create trending content: Post content that encourages likes, retweets, and replies. Questions, polls, and calls to action can increase engagement, but remember, the more current and trending, the better.
- Interact regularly: Engage with your followers in an authentic way. Respond to mentions, participate in conversations, and share relevant content. The more you interact, the more your posts will be prioritized by these users;
- Use hashtags and keywords: Include popular hashtags and relevant keywords in your posts to increase visibility. This can help your tweets get discovered by users interested in specific topics.
- Take advantage of different formats: Use images, GIFs, and videos to make your tweets more engaging. Visual content tends to generate more engagement and can be favored by the algorithm.
LinkedIn is a platform focused on professional connections and content related to careers and business.
LinkedIn's algorithm prioritizes posts that generate engagement and foster relevant conversations.
So here, engagement, professional position, number of connections and relevant content are well ranked to appear to more people.
LinkedIn is a safe space to talk about the challenges of the job market, opportunities and job vacancies, so not all content on this network works and performs.
Get to know the platform’s environment and users so you know what to say, when to say it and what tone of voice to use.
To optimize your presence on LinkedIn, try taking advantage of the algorithm like this:
- Engage with other users: actively participate on the platform by commenting on and sharing posts from other professionals. Your interaction with the community can increase the visibility of your profile and your own posts;
- Reinforce conversations: Ask questions and encourage discussion in your posts. This can encourage comments and shares, helping to increase the reach of your content;
- Demonstrate expertise: focus on creating well-structured and informative posts. LinkedIn prioritizes content that contributes to professional knowledge;
- Update your profile regularly: Keep your profile updated with new achievements and experiences. An active and updated profile can improve the visibility of your posts and increase your professional connections.
Understanding how the LinkedIn algorithm works and applying these practices can help increase the visibility and engagement of your content, promoting effective growth of your professional network, including making you an authority on certain topics.
TikTok
TikTok's algorithm is famous for its ability to turn videos into huge viral hits in no time, but just as a video can become a hit in a matter of hours, it can also fall into oblivion just as quickly.
Initially, TikTok was known as the dance network, but it has now evolved into a versatile platform that also serves as a significant search tool, especially for Gen Z.
To maximize the impact of your content on TikTok, consider the following strategies:
- Create engaging, short videos: focus on producing short videos that quickly capture viewers’ attention. Short lengths should be used to create engaging and to-the-point content;
- Take advantage of popular trends and music: Use trending music and challenges to increase visibility for your content. Participating in current trends can help get your videos in front of a larger audience.
- Focus on quality and relevance: Make sure your videos are visually appealing and relevant to your audience. Well-produced, stand-out content is more likely to be shared and recommended;
- Interact with your audience: respond to comments and actively participate in trends. Engaging with viewers can increase the number of interactions and, consequently, the visibility of your content;
- Monitor and adjust: Track how your videos are performing and adjust your strategies as needed. Testing different types of content and posting times can help you figure out what works best for your audience.
Competitive advantages of the algorithm
Understanding algorithms in social networks offers a series of competitive advantages.
Content creators who master these mechanisms have the ability to reach a wide and diverse audience, increasing their chances of going viral.
The algorithm is a great ally and allows highly relevant content to be presented to the right users, boosting audience engagement and loyalty.
This means brands and influencers can build a strong and impactful presence across platforms, leveraging trends and interactions to create a meaningful connection with their followers.
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