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Ever posted something on social media, only for it to get about three likes (one of which was from your mum)? Meanwhile, a random video of a cat falling off a chair goes viral.

It can feel a bit personal, can’t it? But it’s not you, it’s the algorithm.

If you’ve ever felt like you’re shouting into the void on social media, you’re not alone. The mysterious forces that decide who sees what can feel impossible to understand. But what if I told you that with a little insight, you could make these algorithms work for you, not against you?

This post is your friendly guide to the world of social media algorithms. We’ll break down what they are, how they work, and most importantly, how you can use this knowledge to make sure your brilliant content actually gets seen. Let’s get started!

Think of a social media algorithm as a very picky, very efficient personal assistant for your feed. Its main job is to sort through the mountain of content posted every second and show you only the bits it thinks you’ll find interesting. It wants to keep you on the platform for as long as possible, so it’s constantly trying to guess what will make you laugh, learn, or engage.

To do this, algorithms look at a few key signals:

• Your Past Behaviour: What have you liked, commented on, or shared before? If you’ve double-tapped a lot of dog videos, expect to see more fluffy friends in your feed. The algorithm assumes your past interests predict your future ones.

• Engagement on the Post: How are other people reacting to this content? Posts that quickly gather lots of likes, comments, shares, and saves are seen as high-quality. The algorithm pushes this “popular” content to a wider audience.

• Relationship to the Poster: Are you close to the person who posted? If you frequently interact with their content (or they with yours), the algorithm prioritises their posts in your feed. This is why you always see updates from your best mate, but might miss your cousin’s holiday snaps.

• Timeliness (or Recency): Newer posts are often given more weight than older ones. While this is less of a factor on platforms like TikTok, it’s still important on feeds like X (formerly Twitter).

• Time Spent: How long do you spend looking at a post? If you stop your scroll to watch a full video or read a long caption, the algorithm takes that as a strong signal that you found the content valuable.

Each platform has its own secret sauce, of course. TikTok’s algorithm is famously good at discovering what you like, even if you don’t follow many people. Instagram now prioritises Reels.

LinkedIn pushes content that sparks professional conversations. But the core principles are pretty much the same across the board: show people what they want to see to keep them scrolling.

Understanding the algorithm is the difference between your content reaching its intended audience and it getting lost in the digital noise. If you’re a small business owner, a creative, or just someone trying to build a community online, you can’t afford to ignore it.

When you create content that aligns with what the algorithm likes, you’re rewarded with greater visibility. This means more eyes on your posts, which can lead to:

• Increased Engagement: More people seeing your content means more opportunities for likes, comments, and shares.

• Audience Growth: When your posts are pushed to new people, you have a better chance of gaining new followers who genuinely connect with what you’re doing.

• Stronger Community: By consistently showing up in your followers’ feeds with valuable content, you build trust and a stronger sense of community.

• Better Results: For businesses, this increased visibility can translate directly into more website clicks, leads, and sales.

Ignoring the algorithm is like trying to sail a boat without paying attention to the wind and tides. You might get somewhere eventually, but it’s going to be a much harder journey. Working with it makes everything smoother.

Alright, so how do you actually put this knowledge into practice? You don’t need to be a data scientist. It’s really about creating good content with a few strategic tweaks.

1. Create content people want to save and share

Think about what makes you hit the “save” button. It’s usually something super useful, inspirational, or beautiful. A handy checklist, a recipe, a list of book recommendations, or a workout routine are all great examples. When people save your content, it tells the algorithm that your post has long-term value. Similarly, create content that people will want to send to their friends—funny memes, relatable quotes, or a hot take on a trending topic.

2. Spark a conversation

Don’t just post and run! Ask questions in your captions to encourage comments. For example, instead of just posting a photo of your morning coffee, ask, “What’s your go-to coffee order? Let me know below! ☕” Respond to comments as they come in to keep the conversation going. This back-and-forth signals to the algorithm that your post is creating a lively discussion.

3. Use the right formats

Each platform has its favourites. Right now, Instagram and Facebook are all about Reels. TikTok is built on short-form video. LinkedIn loves a text post with a good story. Pay attention to what formats are being pushed and lean into them. This doesn’t mean you have to abandon photos if that’s your thing, but mixing in some video content can give your reach a significant boost.

4. Post when your audience is online

Check your social media analytics (most business accounts have this feature for free) to see when your followers are most active. Posting during these peak times gives your content a better chance of getting that initial burst of engagement it needs to be shown to more people. It’s a small change that can make a big difference.

5. Build relationships

Remember the social part of social media! Don’t just focus on your own content. Spend time engaging with other accounts in your niche. Leave thoughtful comments, share other people’s work, and build genuine connections. The algorithm notices these interactions and is more likely to show your content to those you engage with, and vice versa.