How Social Media

Algorithms Work

The Mechanics of Social Media Algorithms 2023

CONTENTS

Introduction
The Mechanics of Social Transitioning Curated The Rise of Recommendation
03-10 Media Algorithms Algorithms to Enhanced Models Algorithms

Social Algorithms
Explained Unveiling the Moderation Unlocking the Growth Harnessing the Power of
Algorithm Algorithm Generative AI
10-20

The state of Meta, Meta's AI Algorithm and Breaking down the

Decoding the TikTok Algorithm
TikTok and LinkedIn the Road Ahead LinkedIn Algorithm
Algorithms

22-27

Actionable Insights Getting out of CTAs and Maximizing

for your Social Team Recommended Strategies
Algorithm Jail Engagement

29-34
 Introduction
The purpose of this whitepaper is to shed light on the intricate workings
of social media algorithms and provide actionable insights for next Leverage specific social network

1
expertise from today’s leading
level content creation. product managers across today's
top social networks
Drawing from our collective experience across TikTok, Meta, LinkedIn
and the creator economy - we aim to demystify the complexities
surrounding social media algorithms.

As marketers, we thrive when provided actionable insights that deliver

measurable success. We’d like to thank Jaskaran Saini and Dr. Use sophisticated insights about
Alexander Wissner-Gross for the knowledge, contribution and
insights.
2 the role Generative AI has on
social algorithms.

“ This whitepaper is made for social teams that want

to deepen their knowledge base and take their
content marketing to the next level.”
Improve the your social teams

3
knowledge and manipulate each
social platform to your brands
Jeremy Barnett benefit.

CEO and Co-founder

Capture and Maintain the The Mechanics of Social Algorithms
Attention of the Target Audience
The Challenge of Content Reach:

90
One prevailing concern voiced by users is the perceived hindrance
imposed by algorithms on content visibility. Undeniably, reaching
Over % your existing followers has become increasingly challenging.
However, it is vital to note that while connecting with your
of marketers believe that that creating established audience may present difficulties, forging connections
high-quality, engaging content is a with new potential followers is more accessible than ever before.
fundamental aspect of successful marketing

Understanding Algorithm Mechanics:

Less than 5 %
of digital marketers truly understand how
To navigate this landscape effectively, it is crucial to understand
how social media algorithms operate. These algorithms are
intricate systems meticulously designed to curate and prioritize
content based on a range of factors, such as user preferences,
engagement levels, and timeliness. By grasping these
algorithms work on the social channels they
market on fundamental principles, you can optimize your approach to
enhance your business's visibility and reach.

INTRODUCTION 2023
The Mechanics of Social Media Algorithms

Insights from Industry Experts and Internal

Product-led Initiatives.

In our collective capacity as industry professionals - we’ve

had the privilege of collaborating with uber-talented
product teams behind today’s leading social media
platforms.

These interactions have provided a multitude of insights

into the inner workings of social algorithms thus enabling
us to distill practical strategies to help elevate any brands
social media presence.

By incorporating the expertise gained from hundreds of

technical, creative and product focused collaborations -
we have developed actionable approaches to help
businesses thrive in the ever-changing universe of social
media.

INTRODUCTION 2023
 The Transition from Curated
Algorithms to Enhanced Models

During the nascent stage of social media, curated

algorithms played a crucial role in selecting and organizing
content from the accounts and individuals that platform
users chose to follow. This process was instrumental in
ensuring consistent content delivery and providing users
with an engaging social media experience.

However, this approach eventually revealed loopholes, as

social media platforms encountered one key challenge:
users reaching a saturation point and consequently
disengaging from the platform. Driven by the need to

“
address this issue, product managers initiated the
As social media users consumed
development of a new algorithmic model.
content, platforms faced the risk of
losing these same users who sought Limitations of Curated Algorithms:
fresh and engaging media.”
Curated algorithms initially served as the foundation for
content curation, providing users with content exclusively
from their selected network. While this approach aimed to
cater to users' preferences, it inadvertently resulted in a
systemic content saturation problem.
INTRODUCTION 2023
The Transition from Curated

1979
Algorithms to Enhanced Models

Pioneering Change:
Elaine Rich created unknowingly the first
Recognizing the potential drawbacks of curated algorithms, recommender systems (algorithm) Grundy.
platform pioneers like Mark Zuckerberg acknowledged the She looked for a way to recommend a user a book
need for a new, transformative solution. With the realization
she might like. Her idea was to create a system that
that user retention was critical for sustained platform
success, Meta product managers devised an innovative
asks the user specific questions and assigns her
algorithmic model that would address the content saturation stereotypes depending on her answers.
issue.

Birth of the Enhanced Algorithm:

The emergence of enhanced algorithmic models has

transformed the way we explore and discover social content.
2023
This new approach provides users with a continuous stream Almost every social network uses a form of content
of fresh and relevant content well beyond their curated recommendations. Collectively this technology
network. By incorporating additional factors such as user supports over $4TN in Market Capped social
behavior, engagement patterns, and trending topics, this
“enhanced algorithm” sought to offer users a more
economies.
personalized and dynamic experience.

INTRODUCTION 2023
Total users by platform The Rise of Recommendation Algorithms
In recent years, social media platforms have implemented
2.8B Users recommendation algorithms that track user behavior,
interactions, and conversations across various features such as
comments, stories, and other interactive elements.
1.5 Users
This shift in algorithmic focus began in 2015 when platforms like
Meta, Pinterest, and others emerged as highly valuable digital
500M Users spaces for businesses.

This new era propelled the rise of influencers promoting online

250M Users brands, as recommendation algorithms played a pivotal role in
amplifying engaging content to the masses. Since this
emergence, algorithms have evolved significantly thus
330M Users presenting businesses with new challenges in organic growth
due to heightened quality standards and guidelines.

1B Users
$25B Influencer Market Size, 2023
2B Users

INTRODUCTION 2023
The Rise of Recommendation Algorithms

This year-over-year
26.12%
Influencers and Online Brands
growth rate for 2020
is estimated at
The introduction of recommendation algorithms in the mid-2010s
marked a turning point for businesses across social media. With the
ability to analyze user behavior and preferences, algorithms empowered
influencers and online brands to reach wider audiences through their
engaging content. This shift led to the emergence of a new breed of This market will be
social media success stories, fueled by effective content marketing
strategies and the cultivation of organic influencers.
ACCELERATING at
CAGR of almost
30%
Continuous Algorithmic Development:

Since 2015, recommendation algorithms have undergone substantial

$3.58bn
development to enhance their effectiveness. Machine learning engineers INCREMENTAL
have refined these algorithms to ensure they deliver increasingly GROWTH
accurate and relevant content suggestions. As a result, platforms like
Meta, TikTok, Twitter, Pinterest provide users with hyper-personalized
social media experiences.
2019 2023

INTRODUCTION 2023
 The Rise of Recommendation Algorithms

Challenges in Organic Growth:

While recommendation algorithms have evolved to improve

user experience, organic growth has become more challenging.
The increased emphasis on quality while adhering to guidelines
makes it harder for businesses to expand their reach organically.

As algorithms prioritize content that meets their distribution

standards, businesses must invest in exceptional content
creation and strategic marketing efforts to effectively navigate
these complex landscapes.

Insights into Algorithmic Frameworks:

The algorithms powering platforms such as Meta, TikTok, Twitter,

Pinterest, and others are continuously evolving. It’s safe to
assume that engineers work tirelessly to optimize these complex,
algorithmic frameworks. Although the specific details of these
algorithms are not publicly disclosed - their core purpose
remains the same—to enhance user experiences and connect
users with the most valuable content

INTRODUCTION 2023
Social Algorithms Explained… a Deeper Look
Meaningful Interactions
Who a user interacts with, the type of media, popularity, timeliness and recency are all ranking signals within the algorithm

Who Type
Friends Videos
Celebrities Images
Brands Facebook lives
Companies Images
Show me more features
Why I am seeing this post feature

Popularity Timeliness
Reactions New post features
Shares Durations of engagements
Likes Time of the day
Comments
Unveiling the Moderation Algorithm:
Navigating Content Guidelines and
Relevance on Instagram, Twitter, and TikTok
Image
detection
Among the various algorithms employed by social media Crime Video
detection Analysis
platforms, the Moderation Algorithm holds significant importance,
as it acts as the initial gatekeeper for your content. Upon uploading
your post on Instagram, Twitter, or TikTok, this algorithm swiftly
analyzes your content, ensuring it complies with content guidelines
while determining its relevance to the platform. Cracking this
Behaviour Analysis Event marker
algorithm is imperative for content creators, as it directly influences
the reach and visibility of their posts, especially among existing
followers.

The Role of Write-Path Classifiers: Sentiment Analysis Anomaly

detection

Write-path classifiers serve as the core component of the

Moderation Algorithm, responsible for content moderation and
filtering. As you upload your post, this algorithm promptly examines
the content to ensure it does not violate any platform-specific Pandemic Business
guidelines. Simultaneously, it compares the content to existing intelligence

posts on the platform to gauge its relevance and suitability. Recommendation

SOCIAL ALGORITHM EXPLAINED 2023

 Unveiling the Moderation Algorithm:
Navigating Content Guidelines and Relevance
on Instagram, Twitter, and TikTok

Analyzing Content Elements:

Write-path classifiers employ various techniques to evaluate

your content. These classifiers scrutinize the pixels, visual
identity, captions, and textual elements within your images to
assess the content's appropriateness and adherence to
platforms guidelines.

Focusing on Existing Follower Engagement:

The Moderation Algorithm primarily concentrates on

facilitating engagement and reach among your existing
followers. While this initial algorithmic assessment does not
directly leverage engagement factors to expand content
visibility to a broader audience, it serves as a critical gateway
for your content to be displayed on the Home Page or
Following Feeds of your followers.

SOCIAL ALGORITHM EXPLAINED 2023

Unveiling the Moderation Algorithm:
Navigating Content Guidelines and
Relevance on Instagram, Twitter,
and TikTok

Implications for Social Growth:

Interaction
Driven
Notably, the moderation algorithm does not directly
contribute to reaching new followers through the
Explore and/or For You pages. However, successfully
passing this initial “algorithmic test” is vital to garner Discovery-Oriented Clique-Oriented

engagement and reach from your existing follower

base.

Content
It is worth mentioning that from 2015-2017, many Driven
platforms primarily relied on this algorithm, resulting
in creators and businesses experiencing faster
growth when compared to the current social media
landscape in 2023.

SOCIAL ALGORITHM EXPLAINED 2023

 People Content Strategies Cons
Unlocking the Growth Algorithm:
• 25-34 • Photos & links • Local marketing • Weak organic
• Boomers • Informations
• Live video
• Advertising
• Relationship
reach
Leveraging Read-Path Models on
Instagram, Facebook, and Twitter
• 18-25 • How-tos • Organic • Video is
• 26-35 • webinars • SEO resource-heavy
• Explainers • Advertising
In today’s social media landscape, understanding the
Growth Algorithm is paramount for reaching new followers
• 18-25, 25-35 • Inspiration • Ecommerce • High Ad cost
• Millennials & adventure • Organic and driving ROI on platforms such as Instagram, Facebook,
• Questions/polls • Influencer
and Twitter. While this algorithm exists across various
platforms, its significance is less pronounced on TikTok and
• 25-34, 35-49 • News • Customer service • Small Ad YouTube Shorts.
• Educated/wealthy • Discussion • Ads for males audience
• Humor

Known as the "Read-path model," this algorithm differs from

• 45-55 • Long-form content • B2B • Ad reporting & Write-path classifiers as it incorporates the crucial factor of
• Professionals • Core values • Organic custom audience
• International engagement. By analyzing content based on visual and
textual identity, this algorithm moves beyond the initial push
to existing followers and considers engagement metrics
• 10-19, 35-49 • Entertainment • Influencer marketing • Relationship
• Female (60%) • Humor • Series content building such as comments and likes to propel content to broader
• Challenges
audiences.

• 13-17, 25-34 • Silly • Video ads • Relationship

• Teens • Feel-good • Location-based building Successfully navigating this algorithm grants access to
• Trends marketing
• App marketing organic social media feeds, enabling growth opportunities.

SOCIAL ALGORITHM EXPLAINED 2023

Unlocking the Growth Algorithm:Leveraging Read-Path Models on Instagram,
Facebook, and Twitter

The Role of Engagement Metrics:

The Read-path model takes engagement metrics into account and recognizes their importance for content amplification. Once
content passes the initial evaluation based on its visual and textual identity, this algorithm shifts focus to factors like comments
and likes. These engagement metrics act as indicators of content quality and audience interest, determining whether the content
merits a second push to reach more followers.

Data Features Home mixer Filtering

Follow graphs SimCluster In Network Social Proof, (likes, Ads

comments, engagements)

RealGraph, T&S
Tweet engagements TwHIN
Visibility (T&S)

User data RealGraph Embedding Space

Ranking Mixing Timeline
Author diversity
SimCluster, TwHIN
Trust & Safety

Content balance
Social graph

Follow graph,
Feedback fatigue Who to follow
engagements

SOCIAL ALGORITHM EXPLAINED 2023

 Unlocking the Growth Algorithm:
Leveraging Read-Path Models on
Instagram, Facebook, and Twitter

Expanding Reach through Social Media Feeds:

Upon successfully passing the engagement validation, content is

pushed further through specific social media feeds:

Utilizes the Explore Feed, Hashtags Top Section, and

Reels Tab to expose content to a wider audience.

Employs the Topics Section, For You Tab, and Trending

Hashtags (referred to as "Trends for You").

Utilizes the Read-path model to display the best posts

from subreddits with which users have interacted but
not necessarily joined.

Employs a "Suggested For You" approach that

recommends content to users.

SOCIAL ALGORITHM EXPLAINED 2023

Unlocking the Growth Algorithm:
Leveraging Read-Path Models on
Instagram, Facebook, and Twitter

Tailoring Content Strategy for Growth:

Understanding the Read-path model can provide valuable

insights for optimizing content strategies on Instagram,
Facebook, and Twitter. It is essential to identify and understand
the key personas who regularly engage with your content.
Understanding your target customers' profiles and unique
interests enables you to effectively reach customers who align
with your business.

Nurturing Authentic Engagement:

It is crucial to prioritize authentic engagement rather than

relying solely on friends and family for engagement. There are
several “hacks” that influencers use like encouraging
connections to share content in their stories or via DMs with
their friends that support engagement that don’t compromise
the integrity of an audience. Building audiences based on
genuine interest and engagement ultimately fosters a more
meaningful and valuable community.

SOCIAL ALGORITHM EXPLAINED 2023

Text Video Harnessing the Power of Generative AI:
Amplifying Engagement on Meta, TikTok,
LinkedIn, and Twitter

In the ever-evolving landscape of social media, platforms like

Meta, TikTok, LinkedIn, and Twitter have embraced the potential
Chat
of generative AI algorithms to enhance in-app engagement and
encourage users to spend more time on relevant content.

The Role of Generative AI Within Meta:

Generative AI algorithms play a pivotal role in recommending

Images Audio content to users based on their interactions and preferences. In
early 2023, Meta confirmed the integration of AI into their
platform, acknowledging its positive impact on user
engagement.

With Meta doubling down on the usage of AI to further enhance

Code Gaming
content recommendations - generative AI technologies are
predicted to materially impact content strategies for years to
come.

General Intelligence, Text, Chat, Video, Gaming,

Audio, Images, Code, B2B, and Data

SOCIAL ALGORITHM EXPLAINED 2023

Harnessing the Power of Generative
AI: Amplifying Engagement on Meta,
TikTok, LinkedIn, and Twitter

Expanding Reach through Generative AI:

Generative AI algorithms analyze user behavior and preferences

to recommend content that aligns with their interests. Each social
platform leverages these algorithms to provide their users with a
hyper-personalized experience. On platforms like TikTok, LinkedIn,
and Twitter, generative AI algorithms also play a crucial role in
content discovery and recommendation, thus ensuring users are
exposed to a variety of relevant and engaging content.

Implications for Engagement and Growth:

The integration of generative AI algorithms has significant

implications for user engagement which ultimately translates into
growth. By leveraging AI-driven recommendations, content
creators and businesses are able to reach a wider audience that
share similar interests. These algorithms enable the discovery of
new and engaging content and often foster user interaction that
leads to a desired outcome and/or call-to-action (CTA).

SOCIAL ALGORITHM EXPLAINED 2023

The state of Meta,
TikTok and
LinkedIn Algorithms

How to strategize and navigate industry

leading social algorithms
 The State of Meta, TikTok and
2020 “News credibility” update + more tools to help users
LinkedIn Algorithms
customize their data sharing preferences

2019 Introduction of the “Why am I seeing this post?” tool While Meta claims an overall increase in in-app
engagement through 2022, the current state of their AI
2018 “Meaningful interactions” update i.e., the algorithm has raised concerns amongst users and content
prioritization of posts that receive comments creators.

2017 “Reactions” are weighted more than “Likes”

These concerns, validated or not, have led to a rapid pace of
innovation across competitive platforms and the pace is
2016 Prioritizing content based on the amount of
time a user spends with it only quickening.

2015 Introduction of the “See First” feature

The Problem with Meta

Many individuals have reported experiencing difficulties in

2009 Invention of the “sorting order” for the
newsfeed(i.e., the algorithm reaching their intended audience across Meta platforms
with their content being shown primarily to the same list of
2007 Invention of the “Like” button followers. Furthermore, non-follower engagement has also
been affected, with users encountering irrelevant content on
2006 Invention of the “newsfeed” Explore pages, leading to frustration and/or abandoning the
platform all-together. These negative user experiences are
2004 Facebook is born
popular topics across discussion platforms like Reddit and
and these problems are well known across sophisticated
content creators.
THE STATE OF META, TIKTOK AND LINKEDIN ALGORITHMS 2023
The State of Meta, TikTok and
LinkedIn Algorithms

Decoding TikTok's Algorithmic Power:

TikTok’s AI algorithm continuously adapts to user

interaction, and mimics real life engagement. Arguably, the
most innovative algorithmic solution in the modern social
media era.

The algorithm suggests new content based on user

preferences and behaviors. This, in-turn encourages users
to explore new interests whether it be from their
connections or elsewhere.

Ultimately, the TikTok algorithm is designed to show content

to its users based on recent interactions. This means that
when a user's preferences or interactions change, their
entire TikTok feed can also change accordingly. This
algorithmic phenomenon leads to various TikTok trends and
encourages authentic engagement based on users’
discovering new moments.

THE STATE OF META, TIKTOK AND LINKEDIN ALGORITHMS 2023

Is TikTok safe to use?
Is it safe for the average user but comes with several privacy and security
The State of Meta, TikTok and
concerns, from invasive data harvesting to phishing scams
LinkedIn Algorithms
Common TikTok Scams

● Fake Giveaway ● Fake Accounts

Decoding TikTok's Algorithmic Power:
● Catfishing ● Manipulative Adult Content
● Bots ● Shady Businesses
● Crypto Scams ● Phishing The highly targeted nature of TikTok's algorithm can be
viewed as both a blessing and a curse.
Is the informations you share on TikTok private?
While it allows for personalized content recommendations,
TikTok privacy has been one of the biggest concerts about the website to date. This information you
share on TikTok is not private, and third parties can use this information as they wish. TikTok isn’t a real it also accentuates the need for a better moderation
threat directly, but it has to do so to provide its users with and experience curated for them.
algorithm to control AI-based recommendations. This
helps ensure a positive user experience and mitigate any
What happens if we delete TikTok?
potential negative impacts.
Deleting the app will simply remove it from your phone, You must fill out the form to ensure that TikTok
removes anything you share on the platform. After you fill that and delete account, can you finally be
sure that TikTok is not using any of your informations against you? Understanding the complex dynamics of the TikTok
algorithm can provide insights into how content is
How dangerous is TikTok Usage suggested and how users interact with the platform.
The danger of TikTok are still valid and lurking, such as:
Oddly, this dynamic also explains how normal everyday
● Affect Mental Health
● Privacy & Security people produce viral content.
● Inappropriate Content

THE STATE OF META, TIKTOK AND LINKEDIN ALGORITHMS 2023

 Respond to comments
Posting is NOT enough within 1 hour Avoid commenting first on your
post it will slow down growth

20% growth
Nurture your post after publishing & Short comments have half the impact of
stick around to engage with other posts comments that contain more than 12 words

Engage with at least 3 Every comment you receive will increase the
20% reach
posts from your network reach of your post 4% in your network 3% in the
network of the person that commented

Wait at least 10 minutes

Aim for 1200-1600
before you edit your post
characters per post

SELFIES deliver…
@ Use TAGS wisely! 3x more engagements
Any tagged person or company that
does not engage slows down the Algorithm report Up to 2.5x more reach
growth of the post

Linkedin analysis the type of content

you are consuming and show you more
Use more than 3 and Create a personal of it (videos, polls, document posts…)
less than 10 hashtags hashtags (still relevant)

You will see all new posts INFLUENCE YOUR FEED

from new connections for
CONSISTENCY is the Key the first two weeks

Commenting on a post increases

If you post regularly(minimum 2 post a week) and the chance of seeing the next post
stop posting for more a month the first 4-5 posts Liking a post increases the from the same author by 70%
will receive about 30% less reach than before chance of seeing the next
post from this author by 30%

THE STATE OF META, TIKTOK AND LINKEDIN ALGORITHMS 2023

 Linkedin has 830 million members currently.
The State of Meta, TikTok and
LinkedIn Algorithms
As of April 2022, the US had 190 million LinkedIn
users, making it the country with highest user Breaking Down the LinkedIn Algorithm
base worldwide.

The LinkedIn algorithm has evolved significantly in recent years, driven

India is the platform’s second-largest market by the integration of AI technologies and a troubled job economy that
with 87 million users, followed by Brazil
has spurred user growth.
with 54 million users.

The shift from a curation-based algorithm to a recommendation

More than half of all LinkedIn users in the US algorithm, coupled with the introduction of generative AI content
are from high-income families. recommendations underscore LinkedIn's commitment to enhancing
user engagement with personalized experiences. By understanding
and leveraging these algorithmic features, professionals can make the
According to estimates, LinkedIn's premium most of their LinkedIn presence, fostering meaningful connections and
subscribers will bring in about staying informed within their industries.
$4.45 billion USD in 2021.

AI Adoption on LinkedIn:
LinkedIn's ad revenue increased from
$3 billion in 2020 to $3.82 billion in 2021.
AI is integral to LinkedIn's vision and strategy In 2023 with a substantial
portion of LinkedIn's updates revolving around AI-driven
By 2026, it is predicted that LinkedIn will enhancements, indicating the platform's commitment to leveraging
generate yearly ad sales of almost $8 billion advanced AI-based technologies for improved user experiences.

THE STATE OF META, TIKTOK AND LINKEDIN ALGORITHMS 2023

 The State of Meta, TikTok and
Number of Linkedin Users LinkedIn Algorithms
Over a 14-year Period
Surge in Daily Active Users on LinkedIn:

The impact of massive layoffs in various industries has

1000 resulted in a notable increase in the number of daily

822M
active users on LinkedIn. Professionals seeking new

740M
675M
800
opportunities and connections are flocking to the

590M
platform, creating a larger and more diverse user base..

548M
480M
433M
600 364M
Introduction to the LinkedIn Recommendation
Algorithm:
296M

400
218M

LinkedIn has traditionally relied on a curation algorithm,

161M
102M

200 where content in users' feeds is primarily sourced from

64M

their network based on engagement factors. While

37M

curation provides tailored content, it does not keep users

engaged for extended periods. To address these
Q1 Q1 Q1 Q1 Q1 Q1 Q1 Q1 Q1 Q1 Q1 Q1 Q1 Q1
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 limitations, LinkedIn has incorporated a
recommendation algorithm that suggests new content
based on a user's previous interactions and interests

THE STATE OF META, TIKTOK AND LINKEDIN ALGORITHMS 2023

The State of Meta, TikTok and
LinkedIn Algorithms

Generative AI Content on LinkedIn

Recently, LinkedIn has introduced generative AI content

recommendations to further enhance user engagement
and retention. These content recommendations are
personalized based on users' preferences and interactions
and aim to provide a curated experience while
encouraging users to explore new content.

Understanding the intricacies of the LinkedIn algorithm and

it’s target evolution can be helpful for professionals looking
to maximize their “on platform” presence. Users can
leverage the recommendation algorithm by exploring and
engaging generative AI content suggestions.

LinkedIn's continued investment in AI technologies suggests

a future where the platform will further refine and invest
into its algorithm to offer new, relevant experiences for its
users.

THE STATE OF META, TIKTOK AND LINKEDIN ALGORITHMS 2023

Combining Authenticity and Generative AI

The Solution and Challenge

Generative AI promises to make social media platform user experiences
much more personalized and engaging, and radically reduce the cost of
content, but at the cost of human authenticity.

Content Authenticity is King

On the other hand, conventional social media content preparation offers

more authenticity, but can also come with high creation costs.

Best of Both Worlds

As Generative AI makes content post-scarce, the most effective

campaigns will need to combine the best of human authenticity and AI
optimization.

A 3D pop art rendering that shows how

DALL.E humans and AI when combined create better,
more authentic content.

THE STATE OF META, TIKTOK AND LINKEDIN ALGORITHMS 2023

Actionable Insights for
your Social Team

Putting all of this information into action

 Getting out of Algorithm Jail:

Understanding common algorithm factors across various social

media platforms is crucial for effectively reaching and engaging
with your target audience. While there are similarities among
these factors, each platform has its own unique preferences and
considerations.

Engagement Factors:

Engagement factors play a significant role in how algorithms

promote content. Posting times, hashtags, and relevancy
commonly influence content visibility. These factors hold
importance across platforms and shape content distribution
strategies, reach and performance.

Content Engagement Platforms:

Platforms like TikTok, Pinterest, YouTube, and even Netflix prioritize

content engagement. Any form of interaction with a piece of
content, such as watching, likes, comments, or shares, informs the
algorithm to recommend similar styles of content.

ACTIONABLE INSIGHTS FOR YOUR SOCIAL TEAM 2023

Getting out of Algorithm Jail:

Content Preferences:

One of the most important factors that comes into play

across all social media platforms is the content
preferences of the audience.

While connection and content engagement are vital,

understanding the specific preferences and interests of
your target audience is what ultimately delivers a
winning strategy. Different platforms cater to different
content styles and formats, and tailoring content to
match audience preferences enhances visibility and
engagement.

To successfully break the algorithm jail of each social

media platform, a combination of understanding
connection-focused and content engagement factors,
along with aligning content preferences, is essential. Our
hope is that readers will use this information to provide
an edge to their social content strategy.

ACTIONABLE INSIGHTS FOR YOUR SOCIAL TEAM 2023

 Putting The Information to Work
Understanding social media algorithms helps marketers develop
effective strategies that increase content visibility and reach. One
such strategy is called "Take One Out," which leverages validated
elements from successful content within your industry to enhance
your own posts. Examples of this can be validated across TikTok on a
daily basis.

Social Listening:

Social listening helps identify content that is generating significant

engagement within your industry. Pay attention to your competitors
and relevant posts that have gained traction. This step helps you
gather insights into what resonates with your target audience; revert
back to the “Take One Out” strategy.

Identify Common Elements:

Once you’ve identified the right content, to “learn” from - focus on

finding the common structures or frameworks utilized in those posts.
@MRBeast reproducing a Drake Meme; @maxgoodrich redoing a Drake Meme This could include aesthetic elements on Instagram,
giving credit to @maxgoodrish into a brand partner moment for cash app.
attention-grabbing hooks in Twitter threads, or trending topics on
LinkedIn. Look for patterns and elements that consistently capture
audience attention.

ACTIONABLE INSIGHTS FOR YOUR SOCIAL TEAM 2023

Strategies and Putting This
Information to Work

Incorporate Validated Elements:

Choose one validated element that aligns with your

brand and add it to your original piece of content. By
incorporating a proven element, you are leveraging
the existing validation and increase the chances of
your content being discovered by algorithms. It's
important to add your own unique value and
perspective to maintain authenticity.

Be Creative:

While it may be tempting to replicate viral content, it

is important to avoid becoming just another trend
follower. By incorporating one validated element
while keeping your content personalized, you
preserve the uniqueness of your brand.

The key point here is to integrate one successful

element while still presenting your own originality.

ACTIONABLE INSIGHTS FOR YOUR SOCIAL TEAM 2023

 CTAs and Maximizing Engagement
“Using a more indirect The use of effective call-to-actions (CTAs) on social media

approach in your CTAs platforms plays a crucial role in engaging audiences and
driving desired actions.
can help create a more
However, it is important to understand the psychology
positive response from behind CTAs and tailor them to suit the platform and
your audience.” audience.

Human Psychology on Social Media:

Use of Power words in CTA
Research indicates that people tend to treat each other differently
on social media platforms, and this behavior can vary across
different platforms. The relative anonymity provided by social
32.4% With Power words
media can impact how individuals respond to CTAs.

67.6% Without Power words

Avoiding Direct Commands:

Direct CTAs that sound demanding, such as "link in my bio," may

not resonate well with followers. Many people do not like taking
orders or feeling pressured to act.

ACTIONABLE INSIGHTS FOR YOUR SOCIAL TEAM 2023

CTAs and Maximizing Engagement

Creativity in CTAs:

Instead of direct CTAs, be creative in how you present your desired

action or what you are offering. Find unique ways to capture your
audience's attention and entice them to take the desired action.

Utilizing CTAs for Connection:

A strategic approach to CTAs involves using them as a means to

connect with your audience outside of social media platforms.
Encouraging followers to engage in direct messages (DMs) or
explore opportunities beyond the platform to foster deeper
connections isa great way to foster authenticity.

Crafting Personalized CTAs:

While templatized CTAs are readily available through a quick

Google search and/or GPT 4, the most effective CTAs will always
be specifically designed for your audience. Practice and
understand your audience's preferences and motivations to
develop CTAs that resonate at the personal level.

ACTIONABLE INSIGHTS FOR YOUR SOCIAL TEAM 2023

 The Big, Little Takeaway
Navigating social media algorithms and implementing
successful social media marketing campaigns require
a technical understanding, continuous tracking of
algorithm changes, and creative strategy.

While it may not be easy or quick, armed with this

knowledge, anyone can execute effective social media
campaigns and achieve growth.

Learn more about the RAD AI Way We love keeping our community updated with the
latest changes in social algorithms and remember -
the combination of technical insights with creative
execution is what separates greatness from mediocrity.

Harness the power of artificial intelligence to deliver ROI-based creative decisions, Big thank you to everyone that contributed to this
content strategy and high-performing influencer campaigns.
whitepaper as it was truly a labor of love.

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