How Algorithms Work

What Is a Social Media Algorithm?

A social media algorithm is a set of rules and calculations platforms use to automatically sort and prioritize content. With billions of users generating content every second, algorithms help filter out what’s relevant to each individual user based on behavior, preferences, and platform goals.

Each platform has its own system, but they all aim to maximize engagement by keeping users scrolling longer.

How Algorithms Work (By Platform)

1. Instagram

  • Signals: Engagement (likes, comments, saves, shares), recency, relationships (DMs and tags), content type (Reels, carousels, etc.)

  • Tips to Win:

    • Use Reels—Instagram heavily favors short-form video.

    • Post when your audience is active (use Insights).

    • Encourage comments and saves (not just likes).

2. TikTok

  • Signals: Watch time, replays, likes, shares, completion rate, user interactions

  • Tips to Win:

    • Hook viewers in the first 3 seconds.

    • Use trending audio with original spins.

    • Post frequently (quantity helps discoverability).

3. Facebook

  • Signals: Comments over likes, shares, click-throughs, time spent on content, friends/family content preference

  • Tips to Win:

    • Start conversations (ask questions or use polls).

    • Join and engage in relevant Groups.

    • Native videos tend to perform better than YouTube links.

4. LinkedIn

  • Signals: Dwell time, early engagement, comments from 1st-degree connections, hashtags relevance

  • Tips to Win:

    • Use 3–5 hashtags per post.

    • Write text-heavy posts with clear formatting.

    • Engage with others right before and after you post.

5. YouTube

  • Signals: Click-through rate (CTR), average view duration, watch time, session length, engagement (likes/comments)

  • Tips to Win:

    • Design eye-catching thumbnails and titles.

    • Encourage longer views with storytelling and playlists.

    • Post consistently to build viewer habits.

How to Use This Knowledge to Your Advantage

1. Play to Each Platform's Strength

Tailor your content format and strategy to what each platform favors. Reels for Instagram, short punchy videos for TikTok, long-form tutorials for YouTube.

2. Focus on Engagement, Not Just Impressions

Algorithms are obsessed with how users interact with your content. Prompt responses with questions, polls, call-to-actions (CTAs), or even controversial takes.

3. Post Consistently

Recency matters on almost every platform. The more consistently you post, the more “data” the algorithm gets about your content—and the more it will surface your posts.

4. Leverage Trends—but Add Value

Hop on trends, but personalize them to your niche. Algorithms boost trend-adjacent content as long as it doesn’t feel spammy.

5. Experiment and Analyze

Track metrics like reach, engagement rate, watch time, and saves. Let the data tell you what the algorithm likes—then double down on it.

The Algorithm Isn’t Your Enemy—It’s a Game

Once you stop fighting the algorithm and start understanding it, you can turn it into a powerful ally. Whether you're building a brand, selling a product, or just growing your audience, learning how algorithms work is like getting the playbook to the biggest stage on the internet.

Remember: algorithms reward content that keeps people on the platform. If your post does that—through value, entertainment, education, or emotion—you’ve already won.