6 Social Media Algorithms Marketers Need to Know About in 2023

Although social media algorithms are always altering, they don’t seem to be out to cover your content material from the plenty. 

Every main platform has an algorithm that works otherwise, and understanding the fundamentals will be useful by way of understanding learn how to create the content material that truly reveals up in entrance of your viewers. 

We have put collectively this easy information on how the algorithm works on Fb, Twitter, Instagram, and TikTok. Let’s dive in. 

Observe: Take into account that the algorithms are always altering. We’ll proceed to write down about main social algorithm adjustments as they occur.

Download Now: The 2023 State of Social Media Trends [Free Report]

Desk of Contents

Primarily, social media algorithms analyze person conduct and prioritize content material the platform believes the person desires to see and is almost certainly to interact with.

image showing how social media algorithms work

Image Source

News Feed Algorithm

Each major social media platform has its own version of a “news feed” style algorithm. Below we’ll dive into the specifics of feed algorithms for Facebook, Twitter, Instagram, and TikTok, but here’s an overview of what the algorithms for these platforms factor in when prioritizing content.


When you first create an account on a social media platform, you’re more likely to see a mix of random content that may not align with your interests. But over time, you’ll see the content will be more in line with your interests. How does that happen?

Social media platforms quickly learn your interests and preferences based on what kind of content you engage with. Once a platform has a good idea of what a user is likely to engage with, they are going to prioritize that type of content in the user’s feed.

Time on Platform

Why does what you engage with matter so much? Well, the more time you spend engaging, the more time you’re likely to spend on a platform. When you spend more time on a platform, you’re susceptible to see (and buy from) advertising that is shown to you. And the more time you spend engaging on a social media platform, the more insight that platform has into your preferences, purchases, and habits.

Now let’s get into the details of how the Facebook, Twitter, and Instagram algorithms work.

Facebook’s News Feed Algorithm

Since the inception of the largest social media platform to date, Facebook’s news feed has been focuses on personalizing the social media app’s user experience.

How It Works

The Like button has always been the epicenter of Facebook’s user experience — not only because we see it on everyone’s posts but because it allows us to personalize our experience (and influence everyone else’s). 

Nowadays, the algorithm that governs Facebook’s News Feed has become much more sophisticated. It isn’t just about the Like button anymore — and not just because reaction buttons are now in the mix. In fact, Facebook’s algorithm is by far the most complicated of the three social networks covered in this post.

Facebook provided more information about how its algorithm works in late 2022, and we know that its Feed algorithm works to prioritize the most meaningful posts at the top of your Feed in a four-step process. Here’s a quick rundown of the most important things Facebook’s Feed algorithm considers. 


Inventory is the total number of posts you might see when you open Facebook. Posts that friends share, pages you follow, and groups you’ve joined are prioritized, followed by content recommended based on your activity. 


For each post in your “inventory,” the algorithm considers who posted it, how you’ve interacted with similar posts in the past, the format, how popular it is with factors like your friends’ interactions with it, and what pages have reshared it. Each of these factors is a signal, and signals help the algorithm decide what content from your inventory to feature. 


Predictions are the third step in the ranking process. The algorithm uses signals to make personalized predictions of how relevant a post is to you from things like:

  • If it’s from friends and family
  • How likely you might be to interact with it
  • If it’s content you’d be able to find on your own
  • Quality indicator (original content)
  • Surveys sent to other users to ask if content is “worth their time.” Posts ranked as more worthwhile show up higher in your Feed.

Relevancy Score

Relevancy scores are calculated by weighing signals and predictions. Once every post in your possible inventory is assigned a relevancy score, they’re sorted and ranked for your feed. Higher relevance scores mean a post is more likely to interest you and is placed higher in your Feed. 

Every time you log in, the post you see at the top of your News Feed was chosen over thousands of others as the one most likely to make you react and engage.

Ads get relevancy scores, too, and Facebook shows users ads that might matter most to them. 

Again, this is supposed to give users a better experience — but it’s also helpful for the businesses paying for the ads. It’s calculated based on the positive feedback (video views, conversions, etc.) and negative feedback Facebook expects an ad to receive from its target audience. (Learn more about the relevancy score for Facebook ads here.)

Ways to Customize Your Facebook News Feed

As a Facebook user, you can customize your Facebook Feed to see more of what you want. 

When you want to prioritize a person or page to “see first,” their posts will appear at the top of your News Feed. To prioritize the people or pages you want to see first: 

  1. Click your profile picture
  2. Tap the gear icon to open Settings & privacy
  3. Tap News Feed under Preferences
  4. Tap one of the five list options to manage what you’ll see in your feed. Here’s what each option means: 
  • Favorites – People and pages to prioritize
  • Snooze – Snooze content to temporarily stop seeing posts
  • Unfollow – Unfollow people, pages, or groups to stop seeing their posts
  • Reconnect – Reconnect with those you’ve unfollowed
  • Reduce – Manage content that you’ve reduced or moved lower in your feed

Twitter’s Timeline Algorithm

Whereas Facebook makes most of the decisions about what will show up in your Facebook News Feed, Twitter’s historically taken a very different approach with what it calls the “Timeline.”

As of 2023, there are two timelines you’ll see content on: For You and Following. 

How It Works

Following Timeline

Your Following is the stream of Tweets you see from the users you follow. Tweets in this tab used to be in chronological order but now are ranked based on factors like: 

  • Interactions – Accounts you interact with frequently or are more likely to interact and engage with 
  • Recency – The recency of the topics discussed and how much engagement content is getting
  • Activity – The algorithm also monitors how long it has been since you were last online and the likelihood of you having missed content from accounts you often engage and interact with

For You Timeline

According to Twitter, the For You timeline reveals prompt content material from accounts and subjects you’re fascinated about or have displayed curiosity in. The advice system for a For You timeline follows three fundamental steps: candidate sourcing, rating, heuristics, filters, and product options. 

  • Candidate sourcing – Discovering candidates (particular person Tweets) from folks you observe (in-network) and don’t observe (out-of-network). Twitter says there’s a 50% stability of in and out-of-network content material. 
  • Rating – Candidates get a predictive rating of relevance to your pursuits.
  • Heuristics, filters, and product options – After rating candidates, it applies product options (like accounts you mute), creator variety (avoiding too many Tweets from one creator, and content material stability (out and in of community tweets). 

With these three steps, the algorithm ranks content material in your For You timeline along with social proof, which is excluding out of community tweets with out a second diploma of connection to you. As soon as every little thing is ranked, you’re fed a collection of Tweets blended with adverts and observe suggestions.

Is Twitter Shifting Away From a Actual-Time Timeline?

Twitter has moved away from what authentic customers may name an actual timeline, the place Tweets have been displayed chronologically. Now there are two timelines to view, and Tweets on each are displayed based mostly on various factors and chronology. 

Twitter is not the one social media platform iterating its algorithm to point out essentially the most attention-grabbing content material first — Instagram’s algorithm is giving Fb and Twitter a run for his or her cash.

The Instagram Feed’s Algorithm

As of June 2023, Instagram has greater than 2 million energetic customers on the platform, making it a hotspot for entrepreneurs in practically any business. 

Instagram makes use of machine studying to find out what content material you’ll recognize most and creates a Feed that prioritizes that content material from folks you observe, really useful accounts, and adverts. 

Instagram says the indicators (rating elements) it makes use of are: 

  • Your exercise – Posts you’ve appreciated, shared, saved, or commented on to evaluate what you’re fascinated about.
  • Details about the submit – How standard a submit is relating to engagement amongst different customers (likes, velocity of likes, shares, feedback, and so on.) and placement knowledge, if accessible.
  • Details about who posted it – How attention-grabbing an individual may be to you and the way many individuals have interacted with them up to now few weeks.
  • Your interplay historical past – How you’re in seeing posts from a particular individual or matter.

It additionally considers latest posts from the folks you observe, posts from accounts you don’t observe however may be fascinated about, and the format (i.e., should you choose photographs, you’ll see extra photographs).

From there, the algorithm makes predictions on how possible you’re to take motion, and the extra possible you’re to take motion, the extra closely it’s weighted and the upper it will likely be in your feed.

What in regards to the Reels, Store, and Discover pages?

Every Instagram characteristic has its personal algorithm tailor-made to how folks use it. 

The Tales algorithm defines the potential tales shared by accounts you observe based mostly on enter indicators like:

  • Your viewing historical past of an account’s Tales to prioritize these you don’t need to miss.
  • Engagement historical past and the way typically you interact with an account’s Tales.
  • Closeness, or your general relationship with the poster.

It then predicts how possible you’re to discover a story related and helpful, faucet via, or transfer on to a different Story and place these with greater scores first in your Tales tray. 

The Discover web page algorithm defines posts based mostly in your previous exercise of what you’ve appreciated, shared, saved, and dedicated on. As soon as it finds content material of curiosity, it’s ranked by how possible you’re to have an interest and interact with each. Discover rating indicators so as of significance are: 

  1. Details about the submit,
  2. Your exercise in discover,
  3. Historical past of interplay with the poster,
  4. Details about the one that posted.

The Reels algorithm seeks to share essentially the most entertaining movies based mostly on how possible you’re to reshare a Reel, watch it via, prefer it, and go to the audio web page to make your individual impressed Reel. The rating indicators by significance are: 

  1. Your exercise
  2. Historical past of interacting with the poster
  3. Details about the reel (like audio observe, recognition)
  4. Details about the one that posted

Is Instagram eradicating likes?

We might be remiss if we did not point out one of many extra controversial Instagram algorithms updates — eradicating likes. Eradicating some of the standard options of the app was initially examined as a measure in opposition to bullying and elevated stress to submit content material that garners an increasing number of social approval for younger Instagrammers. The change started in a number of international locations, together with Canada, Brazil, and Australia. 

After the trial, Instagram moved ahead by permitting customers to decide on to cover like counts. 

Instagram users can adjust which posts display like count

Picture Supply

TikTok For You Web page Algorithm

In line with TikTok, the For You Web page algorithm suggestion system options content material that every person is almost certainly to be fascinated about and is related to their pursuits. 

After an increasing number of time, the TikTok algorithm weighs person interactions, video data, and machine and account settings. 

  • Consumer interplay – The movies you want or share, accounts you observe, feedback, and content material you create
  • Video data – Hashtags, sounds, captions
  • Machine and account settings – Language, nation, kind of machine. These elements have decrease weight within the suggestion system.

Different Key Algorithms

Let’s focus on among the different key algorithms that affect what content material customers see and when.

Inappropriate Language

Social media platforms are always looking out for tactics to maintain customers secure, particularly youthful customers. Platforms could scan content material for sure phrases or material that could be deemed inappropriate, which may result in that content material being deprioritized within the feed.

Copyrighted Content material

Have you ever ever tried so as to add copyrighted music or video clips to a bit of content material? Likelihood is, it was both shortly flagged and eliminated or doubtlessly had decrease attain. That’s as a result of copyrighted content material is usually not included within the licensing agreements social media platforms have, and generally is a legal responsibility, and may impose authorized penalties for customers and platforms accountable for distribution.

It’s finest to keep away from together with copyrighted parts you don’t have the rights to and observe the particular platform’s tips for applicable methods to include parts corresponding to music in your content material.

Cross-Platform Content material

Whereas repurposing content material is a typical finest observe amongst entrepreneurs and creators, doing so can have implications on content material attain.>

In early 2021, Instagram introduced the algorithm will prioritize recommending Reels that don’t have seen TikTok logos, in an effort to discourage customers from cross-posting TikTok content material to Instagram. Which means if a person downloads a video they’ve created on TikTok and shares the identical video with the TikTok watermark to Instagram, the Instagram algorithm will doubtlessly present that content material to fewer folks.

For optimum engagement potential, Instagram’s @creators account encourages customers to create contemporary content material for Instagram as an alternative of cross-posting content material from different platforms (notably TikTok). To get round this, some customers take to third-party web sites to obtain their TikTok with out watermarks and submit to Instagram.

It is All About Content material High quality

The important thing takeaway for manufacturers and people alike is that this: High quality is Queen.

Algorithms filter out irrelevant and poor-quality posts in order that the highest-quality content material will get via. Management over what customers see and do not see is a collaboration between the social platform and the person. 

The large lesson for Fb, Twitter, and Instagram entrepreneurs like us is to keep in mind that it is our job to submit content material to social that is attention-grabbing, entertaining, useful, and/or related to our audiences. This implies choosing related subjects, writing pleasant copy, and posting compelling pictures and movies.

Editor’s notice: This submit was initially printed in April 2016 and has been up to date for comprehensiveness.

New call-to-action

Latest news
Related news


Please enter your comment!
Please enter your name here