Everything You Need to Know About Social Media Algorithms

None of us could have predicted the ways in which social media would change our world years ago. To many of us, setting up a new Facebook or Twitter profile was just a fad, sure to fade in time much like MySpace eventually did. Who would have thought that all these years later, not only would our personal lives revolve around the interconnected world of social media, but that our businesses would heavily rely on it too?

Here’s the thing: social media is all fun and games — until you mess up your social media algorithm. Even if you have no clue what that word actually means, it’s safe to say you’d notice if it weren’t working the way it should be. So, what exactly is a social media algorithm?

What is an algorithm?

According to Merriam-Webster’s Dictionary, an algorithm is a set of steps that are followed in order to solve a mathematical problem or to complete a computer process.

When it comes to social media, your algorithm is the technical means of sorting posts based on relevancy as opposed to when it was published, which prioritizes the content you as a user will see first, based on the likelihood that you’d want to engage with that content. 

Essentially, Instagram, Twitter, Facebook, LinkedIn, YouTube, TikTok, and all the other social media platforms available will push content to you as the user based on your past behavior on the platform. It wants to show you things it thinks you’ll like, so it’s more useful for you, creating a curated feed of sorts.

How do you control your algorithm?

Algorithms are designed to take into account a variety of things. Some of these things are content-based, hoping to match posts to your specific tastes based on your social profile, past likes and engagements, etc. Once you’ve shown interest in a specific category or hashtag, you’re likely to see it regularly on your social feeds. 

The way the algorithm works really depends on the channel. For example, Facebook announced in 2018 that the platform would start prioritizing personal connections and meaningful interactions between friends and family as opposed to advertising and marketing content. 

Why do social media algorithms exist?

If you really think about it, algorithms are essential to sifting through the thousands of posts, photos, and videos that are published every minute. Without it, so many things would get lost in the shuffle for both users and brands. 

But there’s also a theory that social media algorithms exist to push brands to pay a premium to have their social ads appear in front of their target audience. After all, both paid and organic social media content is at the top of nearly every thriving business’ marketing plans - and for good reason. 

Social media has been instrumental for a lot of businesses in building brand awareness, generating and nurturing leads, and growing an online community. So it would appear that algorithms help both sides of the equation to win: businesses get their content in front of the right audience and users get a curated feed, just for them. Everyone gets what they want — or do they?

Why are algorithms controversial?

Like all things, there’s a bit of controversy surrounding social media algorithms. Facebook and Instagram are under increasing pressure to change the way the platforms are built to be less addictive for users. 

Algorithms can also be used to push content for an agenda: during the 2020 election, the Facebook platform was used to spread a significant amount of misinformation. Instagram has also been accused of pushing harmful content to its younger, more easily influenced users, on topics of body image issues, mental health, and bullying. 

There’s also a continued lack of transparency around how these platforms are constantly changing and tweaking the algorithm. In some instances, their push for paid advertising directly affects a business’ organic post’s reach, all because of the “pay to play” concept. Content gets hidden, and rather than a natural, organic feed of information, users are only given what the platform’s algorithm deems important. 

What to keep in mind about algorithms as a business

Because social media algorithms are constantly evolving, keeping track of your monthly analytics is very important. This will help you to see seasonal trends on each platform, understand what type of content does best, and hone in on what your target audience enjoys engaging with. Diversify your content and remain consistent for at least six months to a year to truly understand how things work in the social space!

What to keep in mind about algorithms as a user

The number one thing to remember about social media as a user is that the platform wants you to spend as much time as possible on it. It’s meant to be addicting, offering you content at the speed of light. Set boundaries for yourself, make sure you understand your social media privacy settings fully, and enjoy the knowledge that the algorithm is always at work. 

Next Page is here to help

Frustrated by your analytics, or not sure where to start to make changes? The Next Page team is here to help! Contact us to get started, today.