There can be a lot of guesswork involved in trying to figure out how to appeal to the ranking algorithms of various platforms. Google alone has 200 ranking factors. What can be done to increase visibility in such a complex system?
How Do Algorithms Control Visibility?
Content isn’t really shown in order anymore, and it’s definitely not evenly distributed. Platforms decide what gets pushed based on how people react to it, which makes getting seen feel a lot less predictable.
Cooperative Computing claims that today’s digital landscape revolves around algorithmic branding, where algorithms play a pivotal role in determining the visibility, context, and frequency of brand information to consumers.
The Boston Institute of Analytics highlights that each social media platform adopts distinct algorithmic priorities. For instance, platforms like Instagram, TikTok, and LinkedIn prioritize content based on engagement signals such as likes, shares, comments, and watch time, as well as user behavior patterns. Consequently, a brand post that garners early engagement receives amplification, while those that fail to do so are overshadowed. Additionally, recency, the strength of the brand’s relationship with its audience, and the content format (video generally outperforming static content) also contribute to the algorithm’s decision-making process.
On the other hand, search engines like Google employ a different approach to content ranking. They consider various factors, including user experience, expertise, authoritativeness, and trustworthiness signals. Brands that optimize their content to align with these factors tend to appear higher in search engine results, thereby driving organic traffic from Google.
Why Does Content Need to Be Built for the Feed?
Not every piece of content works the same anymore. The stuff that performs the best usually fits by employing quick hooks, familiar formats, and something that gives people a reason to stop for a few seconds.
Each social media platform has its own purpose, personality, and audience, which are constantly evolving. For instance, while still the largest platform, Facebook has lost many of its younger users to Instagram and TikTok. According to Ironmark, 68% of Instagram users are under 35. TikTok has a significant Gen Z audience, with 18% of users in the 12–17-year-old age range, and they average 54 minutes on the platform daily.
Brands must not only understand their audience but also select the appropriate content styles, such as photos, long-form or short-form videos, or user-generated content. Each platform requires a unique approach to reaching an audience.
It’s also crucial to consider the distinct design requirements of each social media feed. For example, Instagram, Facebook, X, LinkedIn, and TikTok each have specific aspect ratios and image dimensions, as well as their own platform-specific aesthetic. Buffer provides specifications for each platform, and it’s essential to be aware of these details. For instance, on Instagram, there are different sizes and aspect ratios for profile photos, square post images, vertical post images, horizontal post images, Instagram Stories, and Reels thumbnails. It can get quite complicated.
How Does Consistency Signal Relevance?
Showing up consistently still matters. When a brand is active and posting regularly, it gives more opportunities for content to land and keeps it from disappearing entirely.
Brand Ambition emphasizes that consistency is a fundamental principle for any social media platform’s algorithm. Success hinges on maintaining consistency across all aspects of your social media presence, benefiting both the algorithm and your audience’s engagement. Consistency is a crucial factor for any business and social media marketing efforts, especially when it comes to content that directly influences the algorithm’s decisions. While it’s important to keep things fresh and intriguing, certain elements must remain constant.
Algorithms have fundamentally become prediction engines, primarily determining whether a piece of content will maintain user engagement. Consistency provides them with the historical data needed to confidently answer this question. Consequently, a consistently predictable account tends to outperform a brilliant but erratic one over time.
What Drives Distribution? Engagement!
When people interact with something, it tends to go further. All engagement types help content reach more people, especially when it happens early. Graphic Language explains that while reach (the number of people who see your content) and engagement (interactions) work together, engagement is the key to building relationships. A high engagement rate indicates that your audience isn’t just scrolling past; they value your content and express their appreciation through likes, comments, and shares, which encourages them to stay engaged.
Social media engagement spreads your message through several interconnected mechanisms:
Algorithmic Amplification: Platforms like Instagram, TikTok, and LinkedIn reward content that generates likes, comments, shares, and saves by displaying it to a wider audience. Initially, this is done to a small test audience, and if engagement continues, the content is progressively shown to a larger audience. High engagement signals relevance, which earns more reach without the need for paid promotion.Shares and Reposts: Sharing your content is the most powerful distribution mechanism. When someone shares your content, they’re essentially endorsing it to their own network, giving you access to audiences you wouldn’t reach organically. Each share acts as a distribution node that can trigger further shares, creating a chain reaction.
Comments: Comments create dwell time, which platforms interpret as a sign that content is compelling. A post with 50 comments indicates active community interest, prompting the algorithm to push it further. Comment threads also keep content alive longer in feeds.
Saves and Bookmarks: Saves and bookmarks signal deep interest rather than passive consumption. Platforms treat saves as a strong quality indicator and often boost saved content more aggressively than liked content.
Cross-platform Spillover: Spillover occurs when content goes viral on one platform and is then screenshotted or reposted on others, resulting in multi-channel distribution.
A strong content strategy isn’t just about what you say anymore, it’s about how your content moves once it’s posted. When brands start thinking that way, getting seen becomes a lot more realistic.
To create an effective long-term strategy for your brand, it’s crucial to understand how algorithms work and what actions need to be taken to achieve a high ranking. It requires significant planning and experience to know how to make a variety of social platforms each work for your brand.
Fortunately, McFadden/Gavender’s team of experts possesses years of social media skills. They can build a strategy that generates engagement, interest, and trust in your brand on every social platform. What do you have to lose? Give us a shout and let us take your brand further. Karen G’s cell is 520.603.4200 or karen@mcfaddengavender.com.
