Algorithm
The automated system determining what content users see in their feeds based on predicted relevance and engagement.
Definition
In social media context, an algorithm is the automated system each platform uses to determine what content appears in users' feeds and in what order. Rather than showing all content chronologically, algorithms predict what each user wants to see based on past behavior, engagement patterns, relationships, content type, and numerous other signals.
Algorithms constantly evolve as platforms optimize for user engagement and time spent. Understanding algorithmic preferences helps marketers create content more likely to be distributed, though platforms rarely reveal exactly how their algorithms work.
Why It Matters
Algorithms determine organic reach—whether your followers actually see your content. Creating "algorithm-friendly" content (high engagement, native formats, early momentum) significantly impacts organic distribution and growth.
Algorithm changes can dramatically affect marketing effectiveness overnight. Staying informed about platform updates and adapting strategy accordingly is essential for maintaining organic reach.
Examples in Practice
A brand shifts to video content after algorithm changes prioritize Reels, recovering reach that had declined with static images.
A publisher posts at times when their audience is most active to generate early engagement signals that boost algorithmic distribution.
A company responds to every comment within an hour, signaling active engagement that algorithms reward with increased visibility.