The Social Playbook October edition: How social media algorithms work

The Social Playbook October edition: How social media algorithms work



You post two Reels in the same week. One gets 200 views, the other gets 20,000. Same account, same camera. Different results.

Why? Maybe one Reel grabbed people's attention in the first few seconds, while the other didn't. Maybe viewers shared one with their friends but scrolled past the other. These small differences in how people respond to your content can influence how far each Reel travels.

That's where social media algorithms come in. They use signals such as watch time, shares, and viewer interests to predict which content people are likely to enjoy and recommend it to them. Understanding how this works can help you make better content choices.

Let's break it down.

What is a social media algorithm?

A social media algorithm is a system that determines the order in which posts appear on your feed or other parts of a platform. It uses different ranking signals to decide which content to show, where to show it, and when.

Each platform has its own way of ranking content, designed to make the experience relevant to its users.

Different platforms, different algorithms

Social media platforms don't show every post in the same way. They rank content differently depending on where it appears and what people are likely to find interesting.

Here's a quick look at how it works:
  1. Instagram: Feed shows posts from followed accounts and recommended content. Reels and Explore help people discover videos, creators, and topics they may enjoy.
  2. YouTube: The homepage recommends videos based on viewing habits, while Up next suggests videos related to what someone is watching.
  3. TikTok: The For You feed recommends videos based on people's interests and activity, such as what they watch, like, share, or skip.
  4. LinkedIn: The Feed uses signals such as a post's topic, a member's interests, and their professional network to show relevant content.

How does your post reach more people?

Your content can reach existing followers and new audiences through feeds and recommendation features. These are some of the factors that can influence how content is ranked.
  1. Watch time: Create videos that hold attention. TikTok considers how long people watch and whether they finish or skip a video.
  2. Likes and shares: These interactions help platforms understand what people enjoy. TikTok and YouTube both use engagement signals in their recommendations.
  3. Relevance: Make content that matches your audience's interests. Platforms use information about the content and people's activity to predict what they may want to see.
  4. Originality: Bring your own ideas and perspective. Facebook prioritizes original content in Feed and Reels and reduces the reach of unoriginal content.
  5. Viewer satisfaction: Look beyond views alone. YouTube uses viewer surveys, alongside other signals, to understand how satisfied people are with the videos they watch.
These factors don't guarantee reach. Each platform weighs them differently, and other factors can influence whether content is recommended.

How brands work with the algorithm

Understanding how recommendation systems work is useful. But how does that translate into a brand's content strategy? Duolingo offers a good example.

Duolingo: Testing what gets people watching

Duolingo didn't rely on traditional promotional videos to grow its TikTok presence. It built content around Duo, its green owl mascot, using humor, trending audio, and formats that fit TikTok's culture.

The team also adopted a test-and-learn approach, experimented with content, and engaged with other creators to connect with different audiences. It's TikTok following grew from around 50,000 to millions as this strategy developed.

Our key takeaway: Create content that fits the platform and resonates with its audience. Experiment with different formats, pay attention to how people respond, and use those insights to guide future posts. These choices can improve your chances of being discovered, although no tactic guarantees reach.

What can you do differently?

You can't control the algorithm, but you can make content more relevant to your audience and learn from how people respond.
  1. Know your audience: Create content around their interests, questions, and needs.
  2. Hook viewers early: Give people a clear reason to stop scrolling or keep watching.
  3. Give people something to share: Offer useful tips, relatable moments, or insights worth passing along.
  4. Check your analytics: Review watch time, shares, and other relevant metrics to identify what resonates with your audience.
  5. Adapt content to each platform: Tailor your format, message, and presentation to suit the platform and its audience.
  6. Add your own perspective: Use trends as inspiration, but bring something original to the conversation.

Mistakes to avoid

Some content practices can work against your reach or make it harder to understand what resonates with your audience.
  1. Chasing engagement for its own sake: Avoid asking for likes or comments just to boost numbers. 
  2. Using misleading hooks: Make sure your content delivers on what the opening promises.
  3. Relying on generic posting times: Test different posting times and use your own audience data to guide your schedule.
  4. Expecting every post to perform the same way: Reach varies with audience interests, content performance, and other factors. Review patterns across multiple posts instead of drawing conclusions from one.

Conclusion

You don't need to outsmart the algorithm. You need to understand how it works and what your audience responds to.
Create content worth watching, tailor it to each platform, and use your analytics to learn what works. There's no guaranteed formula for reach, but every post can teach you something about your audience.

Stay tuned for the next edition of The Social Playbook.