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How does the social media algorithm determine what you see?

We scroll through our feeds daily, but have you ever wondered why you see certain posts more often than others? This has everything to do with the social media algorithm. As soon as you open a social media app, you immediately land in a personalized world, also known as the “for you” page, with content that perfectly matches your interests and behavior. Everyone sees different content on the opening page. The algorithm determines what you see and don't see. 

 

What is a social media algorithm?

A social media algorithm is an automated system that determines what content is shown in a user's feed. It does this by analyzing your behavior: what posts you like, what you respond to, how long you watch a video, and even what content you share. Based on this data, certain content is prioritized in your feed. Each platform uses their own algorithm with unique characteristics, but for each platform the goal of the algorithm is the same: to keep you on the platform as long as possible with relevant and engaging content.

 

Wat is het social media algoritme

Algorithms per platform

TikTok: the platform for viral content

TikTok is all about fast and catchy content. The algorithm mainly shows videos from accounts you are not yet following. This provides opportunities for brands to reach a large audience quickly. 

  • Focus op trends: Videos with trending music, hashtags or effects score better. 

  • Interaction is crucial: The faster a video gets likes and comments the greater its reach.

  • Number of followers is less important: Even an account with few followers can go viral. 

LinkedIn: the power of relevance

LinkedIn works very differently from TikTok. Here, it's all about valuable content and professional interaction. 

  • Use the right keywords: LinkedIn recognizes relevant terms and shows your content to the right audience. 

  • Quality over quantity: A post with lots of meaningful interactions (such as long comments) gets more reach.

  • Connections matter: The closer a connection is to you, the more often your content appears in their feed. 

Instagram: focus on interest

Instagram is heavily based on personal interests and offers a personalized experience by analyzing user behavior. What you like, save or respond to determines what content you see more often.

  • Reels have the greatest reach: This format is prioritized in the algorithm.

  • Stories are ideal for existing followers: Here you mainly reach people who already follow you.

  • External links lower your visibility: Instagram prefers to keep users on the platform.

Facebook, YouTube & Pinterest

  • Facebook focuses mainly on content from friends and groups. Posts with lots of comments or shared content get more visibility.

  • YouTube encourages videos with high view time and lots of interaction. Videos that are frequently viewed and shared receive higher rankings.

  • Pinterest is often used as a search engine, with pins with the right keywords and consistent activity getting higher visibility.

 

Advantages and pitfalls of social media algorithms

Advantages:

The biggest advantages of social media algorithms are the personalized experience and the relevance of the content displayed. As a user, you primarily get to see posts that match your interests. For businesses, this offers the opportunity to create targeted campaigns that specifically appeal to their target audiences. 

Pitfalls:

However, there are also risks in using algorithms. One of the biggest drawbacks is the so-called filter bubble, in which you mainly see content that confirms your existing beliefs and preferences. This can lead to a narrow view of the world. Moreover, algorithms can lead to you no longer encountering new or diverse perspectives.

 

How do you cleverly capitalize on social media algorithms?

Companies can benefit greatly from understanding how social media algorithms work. By tailoring your content strategy accordingly, you can increase your visibility and engagement. 

  1. Create platform-specific content: Create content that matches the preferences of each platform. For example, this means creating short, trendy videos on TikTok and sharing long, valuable posts on LinkedIn.
  2. Encourage interaction: Actively respond to comments and encourage followers to join conversations.
  3. Use trends and relevant hashtags: Capitalize on current trends and use popular hashtags to increase your reach.
  4. Post at the right time: Make sure you post when your target audience is most active. This can vary by platform and target audience.
  5. Data analysis: Monitor the performance of your posts and adjust your strategy to keep optimizing.

The social media algorithm is constantly changing, so it's important for businesses to stay flexible and experiment with new content strategies. By implementing the right strategies, businesses can significantly improve their visibility and engagement.

 

Need help optimizing your social media strategy? At The Dare Company, we'd love to help you with a data-driven approach to increasing online visibility and engagement. Contact us for tailored advice.