Despite what our writers like to think, it’s not all about content. Digital marketing is also about math. Social media runs on numbers after all. Since we just presented at PIE Live in Boston last week, we are pretty sure there is a pun about the value of pi and algorithms here somewhere.
While marketers don’t need to build the algorithmic equations that power social media platforms, understanding how they work, or rather the intent of why they work, does matter.
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Social media algorithms evaluate and prioritize user behavior. These algorithms, a set of rules and signals that rank content, are proprietary and organize social feeds based on user interaction. Each algorithm aims to create highly relevant, interesting content for individual users, which is of course the crux of our society’s love-hate relationship with this addictive medium.
Today we dive into the intent behind the feeds of 5 top platforms so you can better fit and filter the content you’re pushing out to prospective students. We break down how algorithms differ across major social media platforms (TikTok, Instagram, Facebook, LinkedIn, and X). You’ll want your team to keep this post handy when thinking on your social media marketing strategy. Read on…
What’s driving the feeds on top social media platforms? And how do you get your content to go viral? As if that is a button on your keyboard, right? We get into it below. But first, a short, simplified lesson on how algorithms work.
There are two ways to disseminate content on social media – the paid way and the organic way. First, the pay-to-play way.
Social media algorithms for paid content
Let’s say you’re running four student recruitment ads on Instagram. The ad (or ads) that gets the most clicks or engagement is what the platform will favor. Yes, you have some control over parameters within which the algorithm must stay – age, gender, location, language, interests, user behavior, website visitors, email lists, lookalike audiences, etc., depending on the platform – but users ultimately see the ads Instagram deems most suitable based on their demographic data that matches what you selected. This is overly simplified, but you get the point.
Social media algorithms for organic content
The virality of organic content – that which is not paid but posted from your account for free – is driven by user engagement. The more interactions with your post, the more people are likely to see it. Unlike paid content, you can’t set parameters for who ultimately views your content; placement is strictly driven by the platform. So, know your audience, create content for that audience, and your content is more apt to be seen by said audience.
This is, of course, a generalization. We’ll get more granular into platform-specific intent in a minute.
Pro tip: Create content in formats being pushed by the platform on which you’re posting. For instance, LinkedIn recently launched its Articles format so they have a vested interest in pushing that. As a result, when you post an "Article" (as opposed to a standard post), the algorithm appreciates it. Same goes for Reels format on Instagram, etc. Let the trending formats help drive format and content decisions. Standard formats do work, but this tip will give you a little boost.
Social media platforms in a nutshell
Each social media platform has its own set of goals and therefore prioritizes different types of content. Consider this your cheat sheet for knowing what type of content works best for each platform.
TikTok
TikTok’s algorithm is biased toward discovery and virality, meaning it prioritizes new, relevant content so users discover new videos that align with their preferences even if they’re not following the creator. The algorithm actively tests content with small groups of users before scaling to larger audiences if it performs well. TikTok allows even unknown creators to go viral. Consider the relative unknown Nathan Apodaca in August 2022, skateboarding while drinking Ocean Spray Cranberry Juice and listening to Fleetwood Mac’s “Dreams”...80 million views and counting.
- Algorithm influencers: Video completion rates, likes, shares, comments, re-watches, hovering, pausing
Instagram uses multiple algorithms tailored to the various app features – Feed, Stories, Explore, and Reels – with a focus on engagement and relevance. This platform algorithm aims to balance personal connections with discovery, emphasizing recency and interactions.
- Algorithm influencers: Post engagement, recency, relationship strength with creator, user content preferences
The Facebook algorithm prioritizes content based on user interactions, favoring posts from friends and groups, while also considering content type, recency, and engagement metrics based on a user’s behavior. You perform better as your content produces connections/followers/likes/shares.
- Algorithm influencers: Content from close connections (family, friends), engagement patterns, recency, and personalized interests
LinkedIn’s algorithm values professional relevance and considers direct connections, engagement metrics, professional relevance, recency, and meaningful conversations when ranking posts.
- Algorithm influencers: Content related to career development, thought leadership, industry insights, and job updates. You perform better as your content produces connections/followers/likes/reposts.
X (formerly Twitter)
The algorithm for X prioritizes real-time updates and trending discussions; however, it has shifted from posting in a purely chronological order to a ranking-based system that promotes more engaging (top-performing) and relevant content. Its trending topics are based on location and interests. This platform grew quickly back in the day, in part, due to traditional media (reporters) flocking in. In our view, it has become a content wasteland with fewer and fewer reporters grudgingly holding on to it. The content mix and user base are losing value.
- Algorithm influencers: Recency, engagement, user interests, and interactions
The bottom line: It’s all about your audience.
Yes, know how these platforms work. Publishing platform-appropriate content is key in creating relevance for your brand. Even more important, though, is understanding your audience. They’re the not-so-secret ingredient driving results across platforms. It all comes back to understanding user interests and their behaviors – online and off. That’s all of marketing, though, right?
Provide relevant information to your audience segments and prompt them to think something, feel something, or do something.
On that note, if you haven’t yet read our post on persona development, now’s a good time to check it out. Happy to dive further into a social media marketing discussion with you one on one. Be in touch.
We hope to see you at the AIRC Conference next week!
