If you’ve ever wondered why some posts go viral while others struggle to get noticed, the answer lies in social media algorithms. These intelligent systems determine which content appears in users’ feeds, prioritising engagement, relevance, and timeliness.
Understanding how social media algorithms work is the key to increasing your content’s reach and ensuring your brand stays visible in an ever-competitive landscape. In this article, we’ll break down how social media algorithms function and provide five expert-backed strategies to boost your content’s visibility on various platforms.
What is a Social Media Algorithm?
A social media algorithm is a set of instructions or rules that controls the filtering, ranking, and content recommendations to account users on a social media platform. These algorithms prioritise content that is more likely to engage users, keeping them on the platform longer.
Much of what you see on social media is influenced by social media algorithms. These algorithms help to sort and match content to suit your preferences. Understanding the ranking signals of each platform allows you to tailor your content strategy accordingly, ensuring it reaches the right audience.
How Social Media Algorithms Work
Social media algorithms use a mix of factors to determine what appears on users’ feeds.
When you publish content such as a TikTok video or a Facebook post, algorithms begin acting like librarians, sorting out the content amongst many others and connecting users to their activities. For instance, Facebook and Instagram analyse user interactions such as likes, shares, comments, and time spent on posts, while TikTok and YouTube focus on watch time, shares, and user preferences.
Some key elements that determine what users see include:
- User Engagement – Posts with higher interactions (likes, shares, and comments) rank higher.
- Content Relevance – Algorithms analyse past behaviours to predict what users might like.
- Timeliness & Recency – Newer posts often get prioritised, especially on platforms like Twitter/X.
- Video & Rich Media Preference – Video content tends to be favoured over text-based posts.
- Hashtag & Keyword Optimisation – Strategic use of trending keywords helps increase discoverability.
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5 Ways to Get Your Content Seen on Social Media
You have to pay attention to the unique algorithm that controls content curation and display for the different social media platforms. One way to get on top of these algorithms is to discern and follow their ranking signals.
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Different social platforms have unique algorithms, but certain universal ranking strategies can significantly enhance your content’s reach.
1. Spark deep engagements on Facebook and Instagram
There are up to 22 factors that influence Facebook’s algorithm when it decides the tendency of a user to like a particular content. The Instagram algorithm is all about enhancing user experience. This is true for the 5 sections of instagram which includes Feeds, Reels, Stories, Explore, and Search.
It is possible to run paid ads to create awareness and boost visibility. In addition, you can use the following strategies to send ranking signals to the Facebook and Instagram algorithm and improve content visibility:
- Create Share-Worthy Content: Use compelling visuals, storytelling techniques, and thought-provoking questions to encourage interactions. Your content should be able to get audiences to share in-depth comments, like, share, and save them.
- Sustain Interactions with Connections: This involves following connections and replying to comments and messages.
- Post Original and High-Quality Content: Keep your posts original, relevant and trending.
- Follow Instagram’s Rules: Do not share fake news or post low-quality content. Also follow Instagram’s Community Guidelines.
- Optimise Post Delivery: Research audiences and post when they are most online for greater reach and engagement.
- Use Relevant Hashtags: Do not forget to leverage hashtags so the algorithm can better understand your post and share it to the right demographics.
- Add Location Tags: This improves your reach to local users and those seeking specific content.
- Post Consistently: It is important to maintain a regular and consistent posting schedule. This is important for boosting reach, engagement, and number of followers.
- Reels are Trending, Use Them: For example, you may ride the wave of trending songs that match your brand voice.
- Monitor Analytics: Occasionally check your analytics to gain insights on optimal posting times, hashtags, and relevant content.
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2. Leverage Professional Insights and Connections on LinkedIn
The LinkedIn algorithm favours meaningful professional interactions and content that offer value over mere updates from unconnected users (users who don’t know each other). As such, while your network (followers and connections) may be able to see your personal and professional updates, other users (such as friends-of-friends) are less likely to see them.
Here are some ways to boost your reach on LinkedIn:
- Post Original, Relevant and Valuable Content: Post long-form articles, thought leadership posts, and carousels. Also ensure the use of great visuals including pictures and videos. Do not forget to be original with content such as behind-the-scenes or live content.
- Optimise Post Delivery: Again, you have to post when your connections and followers are active.
- Promote Engagement: Encourage conversations by being active and involved. Ask industry-related questions.
- Use LinkedIn’s ‘Featured’: Use LinkedIn’s “Featured” section to showcase top-performing content.
- Use LinkedIn Analytics: Remember to track important metrics like click-through rates (CTRs) and video views and refine strategies where needed.
- Build and Strengthen Connections: As you join groups, grow your network and connect with relevant people, try to strengthen bonds with your connections.
- LinkedIn Profile Optimisation: Optimise your LinkedIn profile with relevant keywords to improve searchability.
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3. Dominate X (formerly Twitter) with Regular Activities
The X algorithm uses a combination of machine learning and ranking signals to sort content. These ranking signals include user interactions (the accounts and posts users engage with), what’s recent and trending, and levels of engagement.
To gain traction X, use the following tips:
- Post Frequently: Be consistent and actively engage your followers using great visuals, videos, polls, and other means. Tweet multiple times a day to stay relevant.
- Verify Your Account: The blue check that represents an X Premium (formerly Twitter Blue) account also comes with other features that improve user experiences.
- Use Hashtags: Relevant hashtags are important but do not overuse them.
- Hop In on Trending Topics: Be sure to join relevant discussions. You may even repurpose or repackage trending tweets and top content.
- Monitor analytics: Tracking what’s successful and using the insight to refine your strategies is important.
- Reply to Viral Tweets – Engaging with popular tweets increases visibility.
- Utilise Twitter Lists – Organise your feed to engage with key industry leaders.
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4. Build Brand Awareness, Reach, And Authenticity with TikTok
With over 1 billion monthly active users, TikTok has become a game-changer for brands looking to increase visibility and engagement. Its unique algorithm prioritises discoverability, meaning even small businesses and new creators can go viral overnight. If you’re not leveraging TikTok’s potential, you’re missing out on a powerful branding opportunity.
TikTok’s For You Page (FYP) is the heart of the platform, pushing content to users based on:
- User Interactions: The algorithm notes what users like, follow, shares, watch time and scroll past.
- User location and language settings: The algorithm may prioritise local content and the user’s language.
- Trending sounds and effects: Using them can improve content discoverability.
Unlike other platforms, TikTok rewards creativity over follower count, making it the perfect place for brands to reach new audiences organically.
Meanwhile, you can use the following tips to get your content seen on TikTok:
- Hook Viewers in the First 3 Seconds: Be sure to keep your intros captivating so as to grasp the attention of viewers within the first few seconds of your content.
- Optimise keywords and Leverage Hashtags: Use trending and relevant keywords to boost discoverability and searchability. You may research relevant and trending hashtags and use them to amplify reach. Also explore them to discover groups that share your interests.
- Leverage Trends and Sounds: Jumping on trending sounds, hashtags and challenges can skyrocket your content’s reach. TikTok’s algorithm favors videos that use popular audio clips, increasing the likelihood of appearing on users’ FYP.
Use tools like TikTok’s Creative Center or third-party platforms like TrendTok to find trending audio before they peak.
- Short-Form Storytelling Wins: TikTok thrives on bite-sized storytelling that’s engaging from the first second. Hook your audience immediately, whether through a bold statement, an unexpected visual, or an intriguing question.
Example: A skincare brand can start with: “STOP doing this if you have acne!” before revealing a surprising skincare tip.
- Keep your content authentic: TikTok loves real, fun, engaging, and authentic content.
- Use Data to Refine Your Strategy: TikTok’s Analytics Dashboard (available for Business and Creator accounts) reveals key insights on video performance, audience demographics, and best-performing content.
Optimisation Hack: Track metrics like watch time and completion rate—if viewers drop off early, your content needs a stronger hook!
5. Maximise YouTube Visibility with SEO & Engagement
The YouTube algorithm prioritises the interests and viewing history of users when making personalised video suggestions. It also looks at how long you viewed a video, your likes, and dislikes, as well as engagement, regional settings, and language.
Considering that more than 500 hours of videos get uploaded to the YouTube platform every minute, it’s in your best interest to post content that tends to make your viewers happy if you want to beat your competition.
So, instead of focusing on the trendiest content, think about what’s relevant to audiences, what’s likely to engage them, what’s high-quality and trustworthy, and the preferences of audiences.
Here are some practical ways to get your YouTube content seen:
- Do Keyword research: Discover what terms your audiences use for searches.
- Perform keyword optimisation: Remember to optimise file names, video descriptions, titles, and scripts with primary keywords.
- Create Click-Worthy Thumbnails: Your thumbnails should be attractive. Eye-catching visuals improve CTR.
- Attract organic views: It’s effective to use paid ads to promote your videos, but you can also attract views using social media and other channels.
- Engage Audiences: As always, respond to comments and engage with creators as interactions boost rankings.
- Use good Timing: Research when audiences are active and post during such times.
- Provide value: Use high-quality content to engage your audience.
- Use analytics: Keep analysing and monitoring metrics and adapt your content as relevant.
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Master Social Media Algorithms for Enhanced Visibility
To thrive on social media, you must stay ahead of algorithm changes and adapt your content strategy. Focus on high-quality, engaging content, use platform-specific ranking signals, and analyse your performance regularly to refine your approach.
Remember to stay informed about algorithm changes and keep refining your approaches as necessary and you’re well on your way to getting your content seen on social media and achieving your business goals.
Ready to learn more about social media marketing and improve your online presence? Visit Exclusive Blueprint. Our blog is filled with actionable insights, emerging trends, and essential tools designed to help you understand and implement social media strategies, enhance your engagement, and amplify your brand visibility.
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