The social media algorithms are often portrayed as mysterious gods that you constantly have to feed, to not anger and to guess what will make them happy today. I like to think of them more as overworked people-pleasers.
At its core, the algorithm has one job: keep your feed as engaging and relevant as possible so you keep scrolling!
With well over a billion new posts going out every single day, that’s not an easy job. Especially when you consider that, even for one person, what they want to see most isn’t always the same.
So what does that really look like, and what does it mean for your small business? Let’s dive in!
It’s not one algorithm
Social media is far more complex, and we ask too much of it for just one algorithm to run each platform. Each space is run by its own algorithm with its own priorities.
For example, the algorithm behind your main Instagram feed is more likely to prioritise content from your friends or the people you’re talking to, while the algorithm behind your Instagram Reels is more likely to prioritise content based on your interests and your friends’ interests.
This is why it can feel like the algorithm is impossible to please; which algorithm are you targeting?
Quality posts aren’t obvious
The algorithm wants you to stay on the platform, and that means making sure you stay engaged by high-quality content. You don’t want to scroll through endless clickbait, spammy or unoriginal content. You want to feel seen, you want to be educated, you want to have a laugh, you want to feel part of a community.
But the algorithm has no idea how much time you spent on a post or where you got the idea from. Instead, it has to look at what your post is made of and how people interact with it.
This is why you’ll hear things like “the algorithm doesn’t like links” – the truth is, people don’t like dodgy-looking links!
It’s not just about the posts
What you say and the format you say it in are only a small part of what the algorithms need to consider.
Some things you can influence: how active you are on the platform, what conversations you’re joining, who you’re talking to, what your page/profile says about you, where you’re based, etc.
Some you have no control over: how strong their internet connection is, when they’re not in the right frame of mind, etc.
This is why it can feel like you have to constantly feed it. If you disappear, the algorithm has to get to know you all over again.
Want to dive deeper?
Every platform does have a more or less detailed explanation about its goals and how they try to curate content:
- Check out what Instagram says
- Check out what Facebook says
- Check out what LinkedIn says
- Check out what TikTok says
I help passionate small business owners with their social media so that they can create a powerful and supportive space to promote their business.
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