Social Media Algorithm Guide for Agencies

Audiences, especially non-followers, often don’t engage with your clients’ content for the simple reason that they don’t see the posts. One of the factors influencing this is the social media algorithm. The algorithm selects content for users’ feeds based on engagement levels and overall relevance.

While you can’t “control” the algorithm, you can implement strategies and create content influencing how it ranks and displays posts.  In this guide, we’ll explore the nuts and bolts of a social media algorithm and how it works, including tips, tricks, and tools to help you make it work for your clients. 

What is a social media algorithm?

A social media algorithm is a set of signals and rules that automatically decides which content to show on a user’s feed. The algorithm ranks social media posts based on how likely users will interact with and like them. Social media algorithms surface posts that match users’ interests, creating a more personalized feed experience.

How does a social media algorithm work?

How social media algorithms work can vary for each platform. However, all the algorithms are based on Machine Learning (ML) and a set of factors known as ranking signals. The signals are used to rank each social media content’s value for each user at a specific time. 

While the algorithms are based on highly advanced Artificial Intelligence (AI) processes, their goal is simple: index, score, and rank social media posts to determine what to show in a user’s feed. Ranking signals in social media algorithms are individualized since they’re often based on each user’s interactions with content on the platform. The algorithm aims to entice users to stay on the platform by showing them posts that keep them scrolling, watching, liking, and interacting.

How does each social media algorithm on each platform work?

The truth is that social media platforms don’t reveal exactly how their algorithms work. However, many share helpful details about their ranking signals and how these systems generally operate. Knowing this helps you adjust your clients’ content and strategies so they align better with what each platform favors. 

Understanding these signals gives you an edge because you can create content that feels natural to users while still aligning with what each platform’s system prefers to show. That said, below are the ranking signals known to influence major social media platforms. 

Facebook 

The Facebook feed ranking signals include the following:

• Content type. Facebook prioritizes showing users more of the content formats they interact with most, such as videos or photos
• Facebook connections. Feeds primarily show posts from Pages and people users follow and engage with regularly
• AI-driven personalization. Meta’s 2025 Content Discovery Engine uses advanced AI to predict post relevance and dynamically rank content for each user
• Likelihood of user engagement. The algorithm estimates how likely users are to like, comment, or share a post based on their past activity

Instagram algorithms

Instagram uses multiple algorithms for its Feed, Stories, Reels, and Explore features. Let’s go over each algorithm’s ranking signals. 

Instagram Stories algorithm

The algorithm for Instagram Stories sorts and prioritizes content posted by accounts a user follows, reflecting patterns seen in the Instagram following list order, where frequent engagement affects what users see first. With the algorithm set up this way, your clients won’t get new eyeballs in their Stories. However, you can still leverage how the algorithm works to help expand your clients’ organic reach. 

The Instagram Story algorithm ranking signals include the following:

• Engagement history. The algorithm prioritizes showing Stories from users you’ve interacted with before
• Viewing history. Frequently watching a user’s Stories boosts their placement on your list, while skipped Stories appear lower
• Closeness. The algorithm favors Stories from people it identifies as your friends or family, showing them first

Instagram feed algorithm

Instagram’s feed algorithm prioritizes content based on the following ranking signals. 

• User activity. The algorithm considers what you like, share, comment on, and save to tailor your feed
• Post information. Posts that quickly gain engagement or popularity are ranked higher in the feed
• Poster information. The algorithm gauges your interest in an account based on past interactions
• User history with the poster. You’ll see more content from people and accounts you follow, message, or engage with often

Instagram Reels algorithm

According to Instagram, its Reels algorithm prioritizes entertaining and engaging content that keeps users watching until the end and encourages them to interact or share it. Instagram unified its Reels and Explore discovery systems, giving short-form videos broader visibility to non-followers. This means high-performing Reels can now surface in Explore results even faster, expanding organic reach beyond existing audiences.

The IG Reels algorithm’s ranking signals include the following.

• User activity. Shares, likes, comments, saves….you know the drill
• User history with the poster. The algorithm considers the user’s previous interactions with the poster when “deciding” which content to show and display first
• Reel information. This ranking signal factors in visual and audio track details, including the speed and level of engagement with the Reel
• Poster information. The algorithm will consider the poster’s number of followers and level of engagement when ranking reels 

Instagram Explore algorithm

Instagram combined its Explore and Reels Discovery features to make short videos more visible to new audiences. This means your clients’ Reels now have a higher chance of showing up in discovery feeds, even for people who don’t follow them yet.

The Explore Page algorithm’s ranking signals include:

• User activity in Explore. The ranking signal is similar to the Feed algorithm’s, but this one focuses more on the content type
• Post information. The Explore Page algorithm looks at the speed and level of interaction the user has with a post when determining which content to feature first
• Poster information. Similar to the Feed algorithm, the Explore algorithm looks for content from accounts with more followers and engagement

Threads algorithm

Since Threads has grown steadily since its launch, the platform now uses a more refined algorithm that works closely with Instagram’s recommendation system. It pulls from trending discussions and user interests to suggest threads you’re most likely to join or respond to.

The platform’s known ranking signals include:

• User interactions. This refers to the number of times a user has liked the poster’s posts (thread) and how often the user viewed the poster’s profile on Instagram
• Popularity. This is the number of times people have viewed or responded to a specific post (thread), and the number of times people have clicked on the account’s profile

TikTok algorithm

TikTok’s algorithm works a little differently because it focuses on showing fresh content instead of just posts from creators people already follow.

The TikTok algorithm’s known ranking signals include the following:

• User behavior on Discover. This ranking signal analyzes the content’s characteristics, such as sounds, trending topics, effects, and captions
• Previous interactions. The algorithm considers signals such as accounts the users have followed and hidden, including the content the user marked as not interesting or engaged with
• Trends. TikTok’s algorithm tends to favor content that includes trending effects and sounds
• Location and language. TikTok now prioritizes localized content, giving creators and businesses more visibility among users who share their region or language

TikTok also continues to strengthen localized visibility, ensuring that regional creators and brands appear more often on users’ For You Pages, especially when the content feels relevant to local culture or trends. Contrary to popular belief, TikTok’s algorithm doesn’t consider follower count a ranking signal. 

One way to determine whether TikTok’s algorithm favors your client’s content is to check the percentage of users who saw the videos on the For You Pages (FYPS). A high number can mean that the algorithm is placing your clients’ videos in other users’ home feeds, drawing more eyeballs to the posts. 

LinkedIn algorithm

LinkedIn’s algorithm isn’t designed to make any content go viral. The best way to get your clients to stand out is by creating high-quality content that genuinely connects with what their audiences care about most.

LinkedIn now focuses more on how long people stay to read and engage with a post. When your content sparks real conversations or teaches something valuable, it’s more likely to perform well. The algorithm now favors meaningful discussions over quick likes, so take time to create posts that make your audience think and respond.

The LinkedIn algorithm’s known ranking signals include the following:

• Content. LinkedIn ranks content based on factors such as what and who is mentioned in the post, how meaningful the comments section discussion is, and the post’s popularity
• Identity. The algorithm considers how closely a user is related to a follower or someone in their extended network, including the user’s profile location
• Member activity. The algorithm looks at the hashtags, groups, people, and pages followed, including a user’s interactions with posts about similar topics, to rank content

YouTube algorithm

Like TikTok, YouTube’s algorithm focuses more on showing users new content than videos from subscribed channels. 

The platform’s known ranking signals are:

• User activity. YouTube’s algorithm suggests new videos based on the user’s previously watched content
• Channel and topic watch duration. YouTube will show more content from channels that users frequently watch content from
• Videos that are often watched together. YouTube’s algorithm factors in other user behaviors, such as other videos the user watches, to identify content they potentially like and will watch
• Video performance. YouTube’s algorithm looks at the average view duration, likes and dislikes, and post-watch survey feedback 
• Viewer satisfaction and repeat viewership. The YouTube Shorts algorithm rewards creators whose videos keep viewers watching and returning for more

X (Twitter) algorithm

The X (Previously Twitter) algorithm’s For You page ranking signals include the following:

• Content quality. X’s algorithm ranks and recommends content based on its relevance, credibility, and whether it is safe for all users
• User connections. The algorithm can recommend content based on the topics and accounts the user already follows
• Popularity. X’s algorithm ranks content based on how people in the user’s network interact with a post

To get better visibility on X, focus on starting meaningful conversations and posting consistently around topics that matter to your audience. The algorithm rewards genuine engagement, so reply to comments often and join discussions that feel relevant to your clients’ community to help their posts appear more frequently on users’ For You pages.

Pinterest algorithm

Pinterest’s algorithm focuses more on search, which is slightly different from most social media platform algorithms. Essentially, the platform’s algorithm ranks content based on relevance and quality over frequency.

Pinterest’s known ranking signals include the following. 

• Metadata. Pinterest now uses advanced AI tagging and visual search to match product Pins with user intent, even when keywords don’t align
• Active engagement. Pinterest’s algorithm looks for high signals of meaningful engagement, which often translates to saves

What are the top tips to score points with the social media algorithm?

Winning the favor of social media algorithms takes the right strategies. Below are several best practices to help your clients get on the good side of social media algorithms. 

1. Get to know social SEO

Wait a minute. What do social media algorithms have to do with social Search Engine Optimization (SEO)? A lot, actually, since social SEO helps boost the discoverability and visibility of your clients’ content, making them noticeable to algorithms.  For instance, SEO practices such as adding relevant keywords in your clients’ post descriptions, profiles, hashtags, and more help algorithms determine the content’s relevance, which is a key ranking signal. 

Use Vista Social to find relevant and popular hashtags in your industry, niche, or among your clients’ audiences. The social media management platform has an AI-powered hashtag generator that simplifies hashtag research and discovery.

2. Understand your target audience

What audiences deem relevant content can depend on their demographics, interests, pain points, and needs. That is why it’s crucial to understand your clients’ target audiences to tailor social media content that addresses their specific needs. 

Relevant content that resonates with your clients’ followers can get the algorithm’s attention. It increases the chances of the algorithm putting your client’s content first in their audiences’ feeds.

3. Identify optimal posting times

Many social media algorithms consider early engagement and recent interactions critical ranking signals. That said, knowing when your clients’ target audiences will most likely be active and ready to engage on each social media platform is crucial. 

Finding optimal posting times is easy with Vista Social’s social media publishing feature. After creating and customizing your client’s post in the Publisher, you can set your preferred auto-posting schedule or choose from the platform’s suggested optimal publishing times. 

The platform analyzes your clients’ audience engagement patterns, content velocity, and other key factors to determine the most active times to ensure authentic and maximum engagement. It’s no longer about posting whenever you feel like it. The right timing can greatly influence reach, so keep testing different hours and refine your schedule as you learn more about your audience.

4. Encourage interactions and engagement

Engagement is a crucial social media algorithm ranking signal, especially early engagement. An easy yet effective way to generate more engagement is to ask for it. No, I don’t mean begging followers to share or like your clients’ posts. Instead, create content that people can’t help but engage with. 

For instance, you can host Instagram giveaways, Facebook polls, TikTok challenges, and more to encourage engagement, especially shares,  similar to a Social Media Interaction Post that sparks conversations naturally.

Another excellent engagement-boosting tactic is to engage with your clients’ followers. Jump into the comments section and answer questions or start conversations which can lead to more engagement.

Engagement works best when it feels genuine. If you take a moment to reply thoughtfully or add a bit of humor, people notice and naturally feel more connected. Simplify tracking, managing, and responding to all your clients’ social interactions with Vista Social’s social media engagement feature.  It includes a unified Social Inbox where you can manage all client interactions from one place.

This way, you won’t miss any engagement opportunities and respond to inquiries promptly. It helps your clients provide seamless user experiences to followers and customers. 

Use the AI Assistant to generate relevant and engaging replies quickly. You can also use the AI Assistant in Vista Social’s Publisher to generate and refine post descriptions and taglines to make your clients’ posts more engaging. 

Remember, social media algorithms favor content and accounts with high engagement rates, so engage your clients’ audiences wherever and however you can.

5. Experiment and get creative

The reality is that making social media algorithms work for your clients is a science and an art. Plus, social media platforms constantly update their algorithms, so what may work for your clients now may not work as well in the future. 

Your best approach is to keep up with how social media algorithms evolve and adjust your clients’ strategies whenever new ranking signals or trends emerge.  Also, experiment with your clients’ posts and tactics to see what works best for their audiences and the algorithms. 

Key metrics like engagement and reach can give you a clearer idea of what content formats resonate most. Use Vista Social’s social media analytics feature to monitor performance and refine your clients’ strategy based on real data. 

The platform also lets you create custom reports and set schedules to auto-generate and share the reports with clients and other stakeholders. 

Mix and match your clients’ content, formats, visuals, captions, and more to create content that engages audiences and catches the algorithm’s attention. 

6. Share more videos

Many social media algorithms embrace videos, especially short-form videos since these tend to get the highest engagement rates. 

Think of viral TikTok videos. To capture the attention of social media algorithms, create more videos that align with your clients’ social media strategies and the platforms on which they are published. You can help boost your clients’ engagement by creating and sharing more TikTok videos, Instagram Reels, YouTube Shorts, Facebook feed videos, etc. 

However, don’t neglect other visual social media content, especially if they win over crowds. Include other visually compelling content such as carousels, animations, slideshows, GIFs, infographics, and others. 

7. Jump into trends

Trending posts and topics keep users engaged and scrolling for more, making them the go-to content for social media algorithms to feature. Help your clients join the fun by creating content incorporating trending topics or activities into their social media posts. 

It can be anything, from a fun TikTok dance challenge to popular sounds or audio clips. However, avoid jumping into every trend you see in the name of popularity. Be selective and consider only weaving in trends that align with your clients’ brands, including their tone, style, messaging, current campaigns, and social media guidelines.

The best place to start is to listen to what your clients’ followers are saying on social media through social listening. Use Vista Social’s social media listening feature to set up Listeners. The Listeners can track and pull conversations around your specified keywords or topics across your clients’ connected profiles.

Social listening helps you understand what’s buzzing, including audience sentiment. This allows you to find trends to incorporate into your clients’ content strategies and score points with the algorithms.  

Ready to make the social media algorithm work for your clients?

There is no one-size-fits-all formula to winning over social media algorithms. However, you can boost the chances of the algorithms favoring your clients’ content by understanding how they work and knowing the effective strategies to make the algorithms work for them. 

Use the right social media management tool to help put your clients in good standing with social media algorithms. If you’re ready to make social algorithms work for your clients, now’s the best time to take action

What are the social media algorithm FAQs?

Check out the commonly asked questions about social media algorithms below.

Which platforms have the best social media algorithms?

YouTube, Instagram, and Facebook are considered to have the strongest social media algorithms. The platforms leverage advanced algorithms to surface and personalize relevant content for users. The platforms also use their algorithms to stop the spread of hate speech and misinformation. 

What is one disadvantage of social media algorithms?

One downside to social media algorithms is their tendency to be biased, such as featuring specific types of content over others or highlighting one voice while silencing others. It can reinforce existing biases and inequalities in society, shaping how social media users think and behave both online and offline.

How do social media algorithms impact businesses?

Social media algorithms can shape your client’s marketing strategies in powerful ways. The algorithms essentially dictate what social media users see on their feeds, which significantly impacts how your clients’ brands engage audiences, the visibility of their content, and the effectiveness of their social media marketing efforts. 

When you understand how each algorithm works, you can plan smarter and reach a wider audience while building genuine relationships through outsourcing social media marketing. As social media algorithms continue to evolve, agencies that adapt quickly will always have the upper hand. Rather than trying to beat the system, focus on understanding how it moves and adjusting along the way. 

Keep a close eye on performance trends and make gradual improvements to your content strategy. This steady approach helps your clients stay visible and relevant, even as platforms keep changing.