Social media algorithms

Social media algorithms might be a popular phrase on the internet, but not so many people understand what this concept is all about.

Most of us might have heard someone reply “It’s the algorithm” to a complaint or “This algorithm is frustrating me.” How well do you understand these sentences? Let’s find out what this algorithm is all about.

What are social media algorithms?

Social media algorithms which were introduced in the year 2009 by Facebook with EdgeRank being the first algorithm, are simply a set of guidelines, rules, and patterns various social media platforms use in assessing content.

This determines the visibility of your post, the type of content you see on your news feed, and the type of person or content suggested for you.

How do social media algorithms work?

Social media algorithms follow various processes to carry out their function effectively, these processes include:

Analyzing the data/information you input:

Here, the social media algorithms assesses your data input in the form of social media engagements, search history, saves, retweets, family, friends, people you’re following, pages you visit frequently, etc.

After taking note of all these, the algorithm tends to sort the content on your news feed and give suggestions based on this information.

Example: When you engage frequently on posts that talk about content writing, you will notice that related and similar posts tend to come first on your news feed.

Relevance and timely:

This algorithm pattern works most on TikTok, Twitter and Instagram. It sorts posts based on trend and popularity demand; if it’s what people will love to read.

Example: A post made in June 2023, about the February election, will be moved to a lesser feed while a post concerning Messi’s iconic free kick goal at Inter Miami will have more visibility.

Hashtags:

In this process, the social media algorithms arranges content with the same or similar hashtags. Whenever anyone searches for content related to the keyword in the hashtag, all content with that hashtag pops up.

An example is when you search for “dance challenge” on TikTok, all videos with the “dance challenge” hashtag pop up. 

Are social media algorithms biased?

Due to so many reasons, some social media users think that the social media algorithms are biased.

This is because the algorithm chooses/rates one content above the other, sometimes ignoring the quality of the content.

Also, since social media algorithms show and suggest content that shares the same view and belief as you do. This makes you ignorant of other people’s points of view thereby limiting your knowledge to only what you know.

Some social media algorithms such as TikTok, Instagram, and Twitter, make it easy for wrong Information to trend. This is because it sorts content based on the number of likes, shares, saves, retweets, and timelines. This means that content will get more visibility if it checks all the algorithm’s boxes, even though it contains wrong information.

These and more are the reasons why some people believe that social media algorithms are biased. 

How to use social media algorithms to your favor

Social media algorithms have their negative sides, but if you know your onions well, you can manipulate them to work positively for you.

Here are some ways in which you can use social media algorithms  to your favor:

Knowing how the algorithm of a particular social media platform works:

Understanding the pattern of a particular algorithm helps you tailor your content to satisfy it. This will give you more visibility, which subsequently increases your chances of reaching your target audience.

Creating quality and optimized content that will pass the algorithms relevance test:

This way, the algorithm will suggest your content to people who search for posts related to your content, helping you reach your target audience and as well, increase your visibility.

Creating quality content does not just give you more followers, it is equally important in retaining them.

Proper use of captions and hashtags:

Making use of the right captions and hashtags in posts advertising your brand, makes it easier for your target audience to find you.

For instance, If you turn your keyword or brand name to a hashtag, clicking on it will bring out all of your brand posts. If someone searches for the keyword you used in your hashtag or your content caption, your content will pop up.

Engaging on posts related to your brand or business:

This will make the algorithm suggest similar brands you can follow, connect and link to, thereby increasing your backlinks. 

Also, the algorithm tends to suggest you and your content to people who follow the same page or brand as you. This means the more people you engage on their post, the more visibility you get, and since the algorithm makes sure it is people with a common interest that views your post, your posts reach the target audience more easily.

Conclusion 

There are always two sides to a coin, and social media algorithm is not an exemption, the most important thing is how to work our way around it and maximize its benefits and escape its downsides.

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