Social Media Algorithms: How to Make Them Work for Your Brand

WRITTEN BY: DARLINE E. FLORENTINO, MBA

Introduction

Social media algorithms are the invisible force shaping what content users see, making them one of the most powerful yet misunderstood tools in digital marketing. As a marketing expert and content creator, I’ve seen firsthand how these algorithms can either make or break a brand’s online presence. The key to success isn’t fighting against the algorithm—it’s learning to work with it. By understanding how these algorithms function and strategically tailoring content, brands can maximize their reach, engagement, and overall digital impact.

How Social Media Algorithms Work

Every social media platform has its own way of prioritizing content. Some emphasize engagement, while others analyze user behavior and professional relevance. Understanding these differences is crucial for creating content that aligns with each platform’s ranking system.

Instagram & Facebook

These platforms prioritize content that generates high interaction, such as likes, comments, shares, and saves. The more engagement a post receives, the more likely it is to appear in users’ feeds and explore pages. Instagram’s algorithm, for example, considers relationship factors (how often users interact with your content), interest (content users typically engage with), and recency (how new the post is). Facebook operates similarly but also favors longer comments and meaningful interactions.

TikTok

Unlike engagement-based platforms, TikTok’s algorithm focuses on content relevance. It pushes videos based on user behavior, such as watch time, interactions, and similar content preferences. This makes it easier for new accounts to go viral. TikTok’s “For You” page (FYP) is dynamic, and content that aligns with trending topics, sounds, and challenges has a higher chance of gaining traction.

LinkedIn

As a professional networking platform, LinkedIn favors content that sparks meaningful discussions. Posts that receive early engagement—especially through comments and shares—are more likely to be shown to a wider audience. The platform also values content that provides industry insights, professional advice, and thought leadership.

Strategies to Boost Algorithm Performance

To make social media algorithms work in your favor, brands must implement strategic approaches to content creation and engagement. Here are key tactics to improve algorithmic performance:

1. Post Consistently

Frequent and consistent posting signals to the algorithm that you’re an active creator. Maintaining a regular posting schedule ensures that your audience remains engaged and that your content stays visible. Brands that post daily or several times a week tend to experience higher engagement rates than those that post sporadically.

2. Encourage Engagement

Algorithms prioritize content that sparks interactions. Encourage your audience to engage with your posts by:

• Asking open-ended questions in captions.

• Including strong calls-to-action (CTAs) like “Comment your thoughts below!” or “Tag a friend who needs to see this.”

• Prompting users to save posts for later (especially useful for educational content).

• Engaging with comments promptly to boost discussions.

3. Leverage Trends

Trending content gains increased visibility on social media. Using trending audio, hashtags, and challenges can significantly improve your reach. However, it’s important to balance trends with brand consistency. Jumping on every trend without aligning it with your brand voice can come across as inauthentic.

4. Optimize for Each Platform

What works on Instagram might not perform well on LinkedIn. Optimizing content for each platform ensures that the algorithm prioritizes it. For instance:

• Instagram and TikTok favor short-form video content.

• Facebook performs well with longer posts and discussion-driven content.

• LinkedIn rewards in-depth articles, professional insights, and networking engagement.

5. Utilize Video Content

Video content, especially short-form videos, is dominating social media. Platforms like Instagram Reels, TikTok, and YouTube Shorts prioritize videos with high watch time and completion rates. To keep viewers engaged:

• Hook them within the first few seconds.

• Keep videos concise and value-driven.

• Add captions to make content accessible to all users.

6. Analyze & Adjust

Regularly reviewing social media insights allows brands to refine their strategies. By studying engagement metrics, businesses can determine what type of content performs best and adjust their approach accordingly. Key metrics to track include:

• Reach and impressions

• Engagement rate (likes, comments, shares)

• Watch time (for video content)

• Click-through rates (for links and CTAs)

Case Study: Gymshark’s Social Media Success

One brand that has mastered social media algorithms is Gymshark. The fitness apparel company strategically leveraged Instagram and TikTok through influencer marketing and engagement-driven content. By partnering with fitness influencers and creating shareable, relatable content, Gymshark successfully grew its digital presence and became a billion-dollar brand (Forbes, 2023).

Gymshark’s approach highlights several key algorithm-friendly strategies:

• Influencer collaborations: Partnering with influencers expanded their reach and credibility.

• Community-driven content: Engaging directly with their audience fostered brand loyalty.

• Consistent posting: Maintaining a steady flow of high-quality content kept their brand top-of-mind.

• Leveraging trends: Jumping on fitness challenges and viral workout trends maximized visibility.

Common Mistakes to Avoid

While understanding algorithms is crucial, there are common mistakes that brands should avoid:

1. Posting without a strategy: Randomly posting content without a plan leads to inconsistent engagement.

2. Ignoring analytics: Not reviewing performance data means missing opportunities to improve.

3. Overuse of irrelevant hashtags: Using too many or unrelated hashtags can reduce content visibility.

4. Not engaging with followers: Social media is a two-way street—brands that ignore comments or messages lose engagement potential.

5. Focusing on quantity over quality: Posting frequently is important, but quality content is what drives engagement.

The Future of Social Media Algorithms

Social media algorithms are constantly evolving. Emerging trends suggest that AI-driven personalization, voice search optimization, and deeper audience segmentation will play a larger role in content ranking. Platforms will likely continue prioritizing content that fosters meaningful interactions rather than passive scrolling.

For brands, staying ahead means continuously adapting strategies and embracing new content formats. Experimenting with AI-driven content recommendations, interactive features (like polls and live videos), and community building will be essential for future-proofing social media success.

Conclusion

Social media algorithms may seem complex, but they aren’t an obstacle—they’re a roadmap to success. By understanding how different platforms rank content and applying engagement-driven strategies, businesses can maximize their reach and create a lasting impact in the digital space. The key is to remain adaptable, data-driven, and authentic in content creation. Brands that stay ahead of algorithm changes and focus on meaningful audience connections will continue to thrive in the ever-evolving world of social media.

References

Forbes (2023). How Gymshark Leveraged Social Media to Build a Billion-Dollar Brand.