Part 10 – Social Media Back to Basics Series.
The word “algorithm” gets thrown around a lot, and it can feel like some kind of mysterious formula working against you. But understanding the basics of how social media algorithms work can help you create content that performs better and reaches more of the right people.
Put simply, the algorithm is the system a platform uses to decide what content appears in someone’s feed. It’s not random. It’s based on signals that suggest what someone wants to see and engage with.
While each platform has its own unique approach, most algorithms look at a few key things:
- How much engagement a post gets (likes, comments, shares, saves, replies)
- How quickly that engagement happens after posting
- How often your audience interacts with your content in general
- How relevant your content seems based on topics, keywords, or behaviour
The algorithm’s goal is to keep users on the platform longer by showing them content they’re likely to enjoy or engage with. Your goal is to create content that helps the algorithm see your posts as valuable.
Here are a few practical ways to work with the algorithm, not against it:
- Post consistently so your account stays active
- Encourage conversation by asking questions or prompting comments
- Respond to comments quickly to keep the engagement going
- Use relevant hashtags and keywords to help categorise your content
- Share a mix of formats (images, video, stories, carousels) to keep things interesting
Remember – the algorithm doesn’t “hide” your content. It simply prioritises content that seems useful or interesting to your audience. That means if you focus on creating posts that genuinely connect with your ideal customer, you’re already on the right track.
You don’t need to master the algorithm overnight. Small, consistent changes can have a big impact over time.
If you want help analysing what’s working on your platforms or understanding how to boost your reach, I can help.
Sarah Taffe
Freelance designer, artist and writer.
