The conversation about AI has exploded in the last year and a half or so. But the truth is that some form of AI has been guiding your online experience from the very first day you signed into Netscape Navigator (just me?).<\/p>\n
Social media algorithms are all powered by AI in the form of machine learning that incorporates various ranking signals to prioritize and personalize content for every user.<\/p>\n
It\u2019s never a good idea to try to game an algorithm in social media posts, but understanding the most important ranking signals can give you a strategic advantage over your competitors.<\/p>\n
\t\t\t\t\t\t\t\t\t\t\t<\/p>\n Get our 2024 Social Trends report,<\/strong><\/span> and dig into the juicy data that\u2019ll help you reach your goals in 2024\u2014which is shaping up to be social\u2019s best year yet.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n A social media algorithm is a set of rules and signals that rank content on a social platform. It organizes content on social feeds based on how likely each individual social media user is to like it and interact with it.<\/p>\n A social algorithm\u2019s purpose is to create a good user experience by making individual user\u2019s feeds interesting and engaging. Algorithms are the reason why no two users will see exactly the same social content, even if they follow all the same accounts.<\/p>\n As you can see from our algorithm definition, social media requires algorithms because they determine what you see out of the incredibly vast potential content pool. For brands, this means algorithms influence how likely your content is to be seen \u2013 both by your followers and by people who don\u2019t yet follow you.<\/p>\n And the algorithms can have exponential power. Social media algorithms are designed to serve up content they think a user will like, based on the history of past ranking signals (more on those later). If the user likes, interacts with, or follows any of these posts or accounts, the algorithm quickly learns to serve up and suggest even more of the same.<\/p>\n That\u2019s why following a couple of new accounts, or even liking a few posts from accounts you don\u2019t follow, can create an influx of related content in your feed. After all, what is an algorithm in social media for if not to deliver exactly what you\u2019re looking for to your social feed? Brands, you want to be part of that influx of content.<\/p>\n \t\t\t\t\t\t\t\t\t\t\t<\/p>\n \t\t\t\t\t\t\t\t\t Create. Schedule. Publish. Engage. Measure. Win.<\/strong><\/p>\n \t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tFree 30-Day Trial<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n There\u2019s a reason why the main TikTok user feed is called the For You Page<\/a>. It\u2019s content specifically selected for you<\/em>, based on the way you have interacted with the app in the recent past. X (formerly Twitter) has also adopted this terminology, offering users either a For You or a Following timeline.<\/p>\n But, of course, there\u2019s no human being sitting behind a desk shuffling content into the feed of each TikTok or X user. (What a job that would be!) Instead, those recommendations are made by algorithms.<\/p>\n The algorithms of all social media companies are different, but they are all based on machine learning and a set of factors called ranking signals. These are exactly what they sound like: signals used to rank the value of each individual piece of content for each individual user at a specific point in time.<\/p>\n While the science behind them is extremely advanced, the overall function is simple: They scan the entire pool of content available, then score and rank it to determine what appears in a user\u2019s feed.<\/p>\n For example, here\u2019s a visual representation of what\u2019s happening under the hood of the Facebook algorithm:<\/p>\n Source: <\/em>Meta<\/em><\/a><\/p>\n Ranking signals are individualized because they are often based on your previous interactions with the platform. And, like we said above, they\u2019re self-reinforcing with an exponential effect. The algorithm\u2019s behavior is entirely focused on keeping you on the platform by giving you content that you just keep watching, liking, or tapping on.<\/p>\n Sp that\u2019s how the algorithms work based on user behavior (in a nutshell). In the next sections, we\u2019ll talk about how content creators and brands can \u201ccommunicate\u201d with the algorithms that power social media (and help algorithms surface their content to more users). That requires an examination of the specific ranking signals for each social media platform.<\/p>\n We can never know all<\/em> the details of a platform\u2019s algorithm \u2013 social media networks guard that recipe like a secret sauce. But social platforms have become more open in recent years about their ranking signals, and how their algorithms work in general.<\/p>\n That information can guide meaningful adjustments to your content strategy so the algorithms work for you, rather than against you.<\/p>\n Here are the most important known ranking signals for each social platform.<\/p>\n Instagram revealed last year that each part of the platform is powered by a different algorithm. Here are the known ranking signals for each.<\/p>\n Note that Stories don\u2019t include posts from accounts you don\u2019t follow, except for ads. So for Instagram Stories, the algorithm social media context is all about sorting the priority of content posted by accounts you follow.<\/p>\n For brands, that means you won\u2019t get new eyeballs here, but you still need to understand the algorithm to extend your organic reach.<\/p>\n Instagram says the Explore algorithm is specifically designed to show you the types of content you are likely to \u201cdo something with.\u201d The most important actions here are liking, saving, and sharing.<\/p>\n Your own personal Explore Page is practically a personality statement in one screen.<\/p>\n The ranking signals are:<\/p>\n Brands, take note. Instagram says Reels have \u201can emphasis on entertainment.\u201d Here, they want to show content that users are most likely to reshare, watch through to the end, and like. (Hint: Entertainment is also an important driver of ROI.<\/a>)<\/p>\n Interestingly, they also want to show you content where you are likely to visit the audio page, since they use this to get a sense of whether you\u2019re inspired to make a similar Reel of your own.<\/p>\n Here are the ranking signals:<\/p>\n Tip: Eileen Kwok<\/a>, Hootsuite\u2019s Social Marketing Specialist, recommends keeping up with Head of Instagram Adam Mosseri\u2019s weekly video updates<\/a> to stay on top of new features and hints at what the Instagram algorithm favors.<\/p>\n For more key insights, check out our full blog post on how to work with the Instagram algorithm<\/a>.<\/p>\n TikTok\u2019s algorithm is especially important to understand because unlike most social platforms, TikTok is designed to surface new content rather than showing content from people you already follow. Here are the known ranking signals:<\/p>\n \u201cA good way to find out whether the TikTok algorithm favors your content is checking the percentage of users that saw your videos on their For You page,\u201d says Eileen, who runs Hootsuite\u2019s TikTok account<\/a>. \u201cA high number means that the algorithm is helping you get discovered by a wider audience by placing your videos in their home feed.\u201d<\/p>\n For more details, check out our full blog post on everything you need to know about the TikTok algorithm<\/a>.<\/p>\n Known Facebook ranking signals:<\/p>\n Find more details in our post on how the Facebook algorithm works<\/a>.<\/p>\n Like TikTok, YouTube is less about who you follow and more about what the algorithm serves up for you to watch. And take note! While there are certainly ranking signals involved, the \u201cNorth Star\u201d should be the long-term value you provide to your audience. That\u2019s according to Todd Beaupr\u00e9<\/a>, YouTube\u2019s Director of Growth and Discovery<\/p>\n Known ranking signals:<\/p>\n Source: <\/em>YouTube Creators Insider<\/em><\/a><\/p>\n Learn more in our post on how to increase views with the YouTube algorithm<\/a>.<\/p>\n Heads up! The LinkedIn algorithm underwent some significant changes in June 2023. (Get all the details in our full post on the LinkedIn algorithm<\/a>.)<\/p>\n Here\u2019s a quick visual of how it works:<\/p>\n Source: <\/em>LinkedIn Engineering Blog<\/em><\/a><\/p>\n And here\u2019s one important thing brands should keep in mind. You\u2019re not going to go viral on LinkedIn. The algorithm is specifically designed to prevent that. This is a platform where understanding your audience and creating top-notch content that serves their specific needs is the best way to get noticed.<\/p>\n Known LinkedIn ranking signals:<\/p>\n We get into much greater detail in our post breaking down the intricacies of the LinkedIn algorithm<\/a>.<\/p>\n X allows users to choose between a For You timeline and a Following timeline.<\/p>\n Source: X<\/em><\/p>\n Here are the known X ranking signals for For You:<\/p>\n Get the full scoop in our post on the X algorithm<\/a>.<\/p>\n Pinterest works a little differently from the other social platforms. It\u2019s much more focused on search.<\/p>\n That said, even the ranking of search results requires an algorithm. Pinterest has specifically said<\/a> that, \u201cQuality and relevance matter more than frequency.\u201d Here are the known Pinterest ranking signals:<\/p>\n Learn more in our post on Pinterest SEO<\/a>. It shares lots of juicy details you can use to make your Pins more discoverable.<\/p>\n In case that brings up even more questions, we\u2019ve also got a blog post all about social SEO<\/a> and how it\u2019s different from social media algorithms.<\/p>\n Threads is still a baby of a social platform, but it\u2019s up to 130 million monthly active users as of Q4 2023. For brands wanting to get in during these relatively early days, here are the known ranking signals:<\/p>\n Learn more in our post on all things Threads<\/a>.<\/p>\n You now know why social media algorithms exist and how they differ across platforms. Here are some overarching tips for scoring points with social media algorithms in general.<\/p>\n Wait, aren\u2019t we talking about algorithms here? Now you have to understand search engine optimization too?<\/p>\n Here\u2019s the thing. As we mentioned in the Pinterest algorithm section above, even search engine results are driven by algorithms, so the two topics are absolutely interrelated. To succeed with either one, you really need to understand both.<\/p>\n And remember how popularity was a key ranking signal for so many of the social media algorithms we outlined above? Social SEO is an important way of getting your content in front of more people, increasing your popularity and feeding good signals back to the algorithm. Like we said, it\u2019s all connected.<\/p>\n In general, social SEO focuses on increasing discoverability through tactics like keywords and alt text. We\u2019ve got a whole post to walk you through it<\/a>.<\/p>\n Content relevance is a ranking signal for all the social algorithms. That\u2019s because the entire point of algorithms in social media is to show people high-quality content they\u2019re likely to be interested in.<\/p>\n Spoiler alert: People are not generally interested in content that can be deemed irrelevant.<\/p>\n The details of relevance can vary by platform, but it\u2019s always about understanding your target audience<\/a> and creating content that appeals specifically to them.<\/p>\n Many of the algorithms include recency and early engagement as key ranking signals. That means you need to know when your audience is most likely to be online and actively engaging with each social platform.<\/p>\n Start free 30-day trial<\/a><\/p>\n For general recommendations, check out our post on the best times to post on every social network<\/a>. But remember that while these times are a good place to start, they won\u2019t necessarily be most effective for your followers.<\/p>\n To get custom recommendations for the optimal time to post for maximum engagement based on your own followers\u2019 behavior, check out the best time to post recommendations built into Hootsuite<\/a>.<\/p>\n As we just said, engagement \u2013 especially early engagement \u2013 is a key ranking signal for all the social media algorithms. One easy way to get more engagement is simply to ask for it.<\/p>\n We\u2019re not suggesting you plead with followers to like or share your posts. Instead, create content that naturally encourages followers to engage, both with your content and with each other.<\/p>\n One tried-and-true way to encourage engagement is to run a social media contest<\/a>. But, of course, you don\u2019t want to run a contest in every post.<\/p>\n Another great way to boost engagement is to ask a question or start a debate. And make sure that you get involved in the conversation yourself! Reply to all relevant comments and DMs (ideally from a centralized social inbox<\/a> that allows you to distribute this work among team members) to keep both algorithms and followers happy.<\/p>\n Start free 30-day trial<\/a><\/p>\n When you create especially informative content, encourage followers to share with others who could benefit from the resources, or to save the post for their own future reference.<\/p>\n Working with the social media algorithms is part science, part art, and a tiny bit of magic. While we can give you tips to help send the right signals to the algorithms, there\u2019s no universal formula for success.<\/p>\n That means you need to try new things, see what works, and refine your strategy over time. All good digital marketers know the manta \u201cAlways Be Testing.\u201d It\u2019s the only real way to learn what\u2019s working right now, for your brand, in real time.<\/p>\n And don\u2019t let the idea of running complicated experiments discourage you \u2014 testing doesn\u2019t have to be complicated. Keep an eye on trends you notice in your own social media feeds to look for inspiration.<\/p>\n We\u2019ve got a blog post that outlines how to run social media tests<\/a>. For inspiration, check out the experiments playlist at Hootsuite Labs<\/a>.<\/p>\n Social platforms are leaning hard into video \u2013 especially short-form video. Posting more video content aligns your brand\u2019s social strategy with the direction the platforms are headed.<\/p>\n In particular, Meta platforms provide lots of opportunities for users to discover short-form video content (i.e., Reels) from brands and content creators they don\u2019t follow. Reels are an important way to reach new users and send relevance signals to the algorithms.<\/p>\n That said, you shouldn\u2019t focus exclusively on video if still images are your comfort zone. Still images make up nearly half <\/a>of content consumed on Instagram. If you want to use stills, try making them more interactive with carousels or music effects. Carousels still have huge reach on Instagram, and multiple photos mean multiple chances for the post to show up in the feed.<\/p>\n And of course, you can always use a Reels template to make a video out of stills<\/a>, too.<\/p>\nWhat is a social media algorithm?<\/span><\/h2>\n
Why are social media algorithms important?<\/span><\/h2>\n
![](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2023\/01\/Inpost-CTA-Planner.png?ssl=1\"\/)
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\n\t\t\t\t\t\t\t\t\t\t#1 Social Media Tool\t\t\t\t\t\t\t\t\t<\/span><\/p>\nHow do social media algorithms work?<\/span><\/h2>\n
![\"Facebook](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/03\/social-media-algorithms-1-620x344.png?resize=620%2C344&ssl=1\")
<\/a><\/figure>\n8 social media algorithms explained<\/span><\/h2>\n
1. Instagram algorithm(s)<\/h3>\n
Instagram Feed algorithm<\/h4>\n
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Instagram Stories algorithm<\/h4>\n
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Instagram Explore algorithm<\/h4>\n
![\"Instagram](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/03\/social-media-algorithms-3-620x338.png?resize=620%2C338&ssl=1\")
<\/a>Source: Instagram<\/em><\/p>\n\n
Instagram Reels algorithm<\/h4>\n
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2. TikTok algorithm<\/h3>\n
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3. Facebook algorithm<\/h3>\n
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4. YouTube algorithm<\/h3>\n
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![\"YouTube](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/03\/social-media-algorithms-4.png?resize=308%2C381&ssl=1\")
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5. LinkedIn algorithm<\/h3>\n
![\"LinkedIn](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/03\/social-media-algorithms-5-620x377.png?resize=620%2C377&ssl=1\")
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6. X (formerly Twitter) algorithm<\/h3>\n
![\"X](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/03\/social-media-algorithms-2-620x152.png?resize=620%2C152&ssl=1\")
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7. Pinterest algorithm<\/h3>\n
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8. Threads algorithm<\/h3>\n
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How to make social media algorithms work for you: 7 tips<\/span><\/h2>\n
1. Understand social SEO<\/h3>\n
2. Get to know your audience<\/h3>\n
3. Know the best times to post<\/h3>\n
![\"Hootsuite](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/03\/social-media-algorithms-6-620x357.png?resize=620%2C357&ssl=1\")
<\/a><\/figure>\n4. Encourage comments, saves, and shares<\/h3>\n
![\"Hootsuite](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/03\/social-media-algorithms-7-620x314.png?resize=620%2C314&ssl=1\")
<\/a><\/figure>\n5. Experiment (a lot)<\/h3>\n
6. Post more video<\/h3>\n