The ever-changing social media algorithms and how to deal with them?


Can you tackle social media algorithms?

You can’t. Thank you for this quick read on this week’s topic, follow us for many more tips and tricks from the industry.

Don’t scroll away – just kidding! The algorithm may be practicing jokes on us, we can still offer you information on many ways to grow and glow on users’ feeds. Let’s discuss.

What is a social media algorithm?

What worked yesterday may not work today. The world of social media is a constantly evolving beast.

The algorithms that determine what content gets shown to whom and when are always changing, which means that if you want to be successful on social media, you’ve got to keep up with the times. They can be a real pain, but they’re not impossible to work around. It’s never a good idea to try to game an algorithm on social media, but understanding the most important ranking signals can give you a strategic advantage over your competitors.

But how?

Well, as always, we’re here to help! We’ll go over what a social media algorithm is and how they work.

Facebook algorithm

First, it’s important to know that Facebook’s algorithm isn’t just for filtering posts in your newsfeed—it also determines which posts appear in sponsored ads, who sees updates from your business page (and what kind of content), and even how much visibility your post gets on third-party websites like Instagram and Twitter when people share it through those platforms’ sharing features.

In fact, this last part is one of the primary ways businesses have been able to game the system: by sharing their posts on other social media platforms that have more active communities (like Reddit or Tumblr) so they can get more eyeballs on their content than they would otherwise.

Instagram algorithm

Tag your location

Just like hashtags, geotagging your posts with a specific location helps Instagram understand the context of your content and can increase its visibility. When you tag a location, your post may appear in the Explore page or in the feed of people who follow or search for that location.

For example, if you’re at a popular tourist spot or attending an event, tagging the location can help your post reach a wider audience who are interested in that specific place or occasion.

Create high-quality, visually appealing content

Instagram is a visual platform, so it’s crucial to create high-quality and visually appealing content that catches the attention of users as they scroll through their feeds. Invest in good photography or design skills, use engaging captions, and consider using eye-catching colours or compositions to make your posts stand out.

Whether you’re sharing photos, videos, or Reels, aim for content that is visually appealing, tells a story, and resonates with your target audience. The more visually engaging your posts are, the more likely they are to receive likes, comments, and shares, which can positively impact their visibility in the algorithm.

Experiment with different content formats

Instagram offers a variety of content formats, including photos, videos, Stories, and Reels. To keep your content fresh and engage with a wider audience, experiment with different formats, and see which ones resonate the most with your followers.

For example, if you notice that your followers respond well to your Stories, try incorporating more of them into your content plan.

Analyse your data and adapt your strategy

Finally, regularly analyse your Instagram insights and data to understand what type of content performs well and resonates with your audience. Pay attention to metrics such as reach, impressions, engagement rate, and follower growth to identify patterns and trends.

By understanding what works and what doesn’t, you can adapt your content strategy accordingly. Experiment with different posting times, hashtags, captions, or content themes based on your insights to optimise your reach and engagement.

TikTok algorithm

It’s not rare for people to obsess over numbers of their following. You must have heard about many “regular” people and businesses going viral on TikTok. Exactly that is what makes TikTok defy people’s knowledge about algorithms.

Much like the Instagram algorithm, the TikTok algorithm bases recommendations on a user’s interactions with content on the app. What kind of interactions? Anything that offers clues about the kind of content the user likes or doesn’t like.

When it comes to editing, apart from CapCut that is “good friends” with TikTok, make sure to edit within the TikTok app (it has improved greatly since it’s beginnings), use in-app captions. It helps searchability.

The For You page recommends content based on several factors, including:

  • Longer videos you watch all the way to the end
  • Content you create on your own account
  • Which accounts you follow
  • Comments you’ve posted
  • Creators or sounds you’ve chosen to hide
  • Videos you’ve liked or shared on the app
  • Videos you’ve added to your favourites

Have fun on TikTok. It’s always „quality over quantity“, but TikTok is the right place to experiment with humour, jokes and „spilling the tea“.

Oh, yes – make sure never to post duplicate content. Ever!

YouTube algorithm

Our good old friend YouTube is still on fire in 2023, regardless of the exponential rising of short-form content.
Creating a successful YouTube channel requires a strategic approach to content optimisation. To help you get started, here are the tips that will enhance your YouTube mastery and improve your rankings:

Improve Your Keyword Research

Keyword research is essential for YouTube success. Use tools like YouTube’s search bar, view page source, or TubeBuddy to identify relevant keywords and keyword phrases. These insights will guide you in creating optimised titles, descriptions, and scripts for your videos.

Optimize Video Titles

Craft compelling titles that include at least three of the following elements: urgency, usefulness, uniqueness, and specificity. Consider using words that trigger FOMO (fear of missing out) and highlight the value your video offers. Additionally, align your titles with your thumbnail designs to create intrigue and attract clicks.

Create Compelling Descriptions

Write informative and engaging video descriptions that provide viewers with a clear understanding of your video’s content. Include relevant keywords, timestamps for easy navigation, and any tools or resources covered in the video.

Transcribe Your Videos

Transcribing your videos benefits both accessibility and SEO. Transcripts help viewers with hearing impairments and cater to the 69% of people who watch videos without sound. Use YouTube’s auto-transcribe feature or upload your own transcriptions/subtitles/captions to improve the user experience and retain more viewers.

Create Custom Thumbnails

Design visually appealing thumbnails that capture viewers’ attention and entice them to click. Follow these steps for captivating thumbnails: use action-driven still images from your video, include human faces expressing emotion, pique curiosity with intriguing visuals or open questions, and leverage colour contrast to stand out on the platform.

Conclusion? Make your content as accessible for the user to consume as possible.

By implementing these strategies, you’ll optimise your YouTube content, increase visibility, and attract more viewers to your channel. These tips provide a solid foundation for building a successful presence on YouTube and growing your audience organically.

How to outsmart the Social Media Algorithm

But, can you really? Yes. Yes, you can.

Trending topics keep people scrolling and engaged, so social platforms want to serve up more of that content. You don’t want to leap on every trend that comes along. But if something emerges with real potential to align with your brand messaging, it’s worth putting some of your best social minds on it. Use tools like Google Trends to see what’s trending online in general, and a social listening program to understand what’s happening in your industry specifically.

Clickbait is never an option. It was a real problem in the early 2010s. and as a result, all the platforms have trained their algorithms to essentially downvote content that appears misleading or spammy. It can only help you really short term but be a downfall of the credibility of your content. Make sure your headline, caption, and hashtags are accurate and clear.

Feeling hungry for clicks? Find out more about how snackable content here.

Quality content is crucial

Best content must be evergreen. What does that mean?

When your content is save-worthy, it becomes a digital treasure trove for your audience. It’s like building a personal library filled with insights, inspiration, and practical tips that they can revisit time and time again. By providing this level of value, you position yourself as a trusted resource, cementing your brand’s authority and fostering a loyal following.

Here’s a quack tip:


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A post shared by Kontra (@kontraagency)

So, how can you make your content save-worthy? Here are a few key strategies to consider:

Be a problem solver: Identify the pain points, challenges, or questions that your audience faces and provide them with practical solutions. Offer step-by-step guides, actionable tips, or how-to tutorials that empower your audience to overcome obstacles and achieve their goals.

Offer exclusive insights: Go beyond surface-level information and provide unique perspectives or industry insights that can’t be found elsewhere. Share your expertise, dive deep into topics, and offer fresh perspectives that spark new ideas or help your audience gain a competitive edge.

Tell compelling stories: Humans are wired to connect with stories. Craft narratives that resonate with your audience on an emotional level. Whether it’s sharing personal experiences, customer success stories, or narratives that highlight the impact of your brand, stories have the power to leave a lasting impression and motivate your audience to save and share your content.

Visualise information: Make your content visually appealing and easily digestible. Utilise eye-catching graphics, infographics, or charts that enhance understanding and make your content more memorable. Visual elements not only make your content aesthetically pleasing but also facilitate comprehension and retention.

Provide ongoing value: Consistency is key. Regularly deliver high-quality content that your audience can rely on. Whether it’s a weekly series, monthly roundups, or informative newsletters, consistently offering valuable content ensures that your audience keeps coming back for more and saves your content for future reference.

By implementing these strategies, you’ll create a force that compels your audience to save your content. Each time they revisit that saved folder; they’ll be reminded of the value you provide.

Best times to post?


Look at when your audience is most active online.

Many social media algorithms prioritise recency. Why? Because people care about what’s new — especially given how frequently we check our feeds these days.

Posting when your followers are online is one of the easiest ways to work with (not against) both algorithms. By predicting when your followers are likely to be browsing their feeds, you maximise the chances that your content will reach and connect with them.

Regardless of the timing within the day, the one practice that is always spot on is keeping with a schedule. Don’t have oscillations with activity.

Moreover, posting frequency plays a vital role in maintaining top-of-mind awareness. In a world of short attention spans and fleeting online experiences, regularly appearing in your audience’s social media feeds keeps your brand fresh in their minds. It reinforces your presence, making it more likely that they will think of you when they require the products, services, or expertise you offer.

Consistent posting also maximises the potential reach of your content. Social media algorithms favours accounts that regularly post high-quality content. By maintaining a consistent frequency, you increase the likelihood that your posts will be seen by a wider audience. This expanded reach not only boosts engagement but also attracts new followers and potential customers to your brand.

It’s important to note that maintaining a consistent posting schedule does not mean sacrificing quality for quantity. The content you share must always provide value, resonate with your audience, and align with your brand’s messaging. Consistency should be coupled with relevance, authenticity, and creativity to ensure that your posts leave a lasting impact.

Video content

Unsurprisingly, Instagram Reels and TikTok are platforms with most watch time in leisure hours, which tend to be later in the day. If you’re in an industry that does well on most channels in the early morning — such as finance or politics — you’ll want to adjust your posting times to later.

Don’t get discouraged if your post doesn’t garner a lot of views in the first couple of hours it’s posted. Videos tend to need 24 hours to be fully pushed out, so we recommend keeping the post out even if it doesn’t receive enough engagements right off the bat.

Endless pursuit of trends

In the dynamic world of social media trends, it’s crucial to navigate the shifting currents with strategic finesse. We understand the importance of staying informed about emerging trends. However, we also recognise the need to preserve your brand’s authenticity and carve out a unique position in the market.

Trends can generate initial excitement and capture the attention of users worldwide. But just as quickly as they appear, they can fade away, leaving businesses and creators wondering why they invested resources in chasing a passing wave.

While it’s important to stay informed about trends, it’s equally vital to maintain your brand’s distinct identity. After all, you’ve worked hard to build a reputation, a voice, and a unique value proposition that sets you apart from competitors. Relying solely on trends is like relinquishing your brand’s personality to a passing breeze, diluting its essence in a sea of similarity.

Have fun with trends, as they can be a great “metrics-grab”. But, it’s all about showcasing your expertise, building genuine connections with clients, and staying true to your brand’s core values. By grounding your strategies in authenticity, you establish trust and foster long-lasting relationships that transcend the fleeting whims of trends.

Now, consider an alternative approach: dare to become a trendsetter in your industry. Break free from conventional thinking and embrace innovation. By leveraging your deep understanding of your market, clients, and your strengths, you can chart a new course.

So, whether you choose to ride the wave of trends or chart your own course, remember that the key lies in an unwavering commitment to your brand’s core.

Encourage user interactions

We’ve already made it clear that interaction with posts is the one single recipe that works across all platforms.
Don’t forget to respond to people’s comments and make it known that there is a real human behind that username. People love to have the opportunity to get their voices heard and valued.

In the digital landscape, the best audience is the one that forms a community. It’s a powerful network of individuals who support, inspire, and uplift one another. By nurturing this community, you unlock a world of endless possibilities, where your brand becomes a catalyst for meaningful connections, shared growth, and returning customers. So, build your community with care, foster engagement, and watch as it blossoms into a force that propels your accounts to new heights.


All theories aside, there is only one truth – superior quality honest content always finds its way to the top. Stay consistent and don’t forget to have fun with your crafting along the way. Keep in mind that every trend, rule, and practice is always susceptible to change. It’s your brand and your creativity. Keep an open mind and make your audience have a great time interacting.

We wish you the best of luck with our social media adventures.