A lot of businesses create their social media once, and then share it across all their other social media. But if you create a post for one platform then share it to another unrelated social media platform, that second platform is not going to feature your content heavily. And here’s another thing: different social media platforms use different algorithms. Although most platforms regularly update their algorithms, following are some basics you will want to know if you want to increase the reach and engagements of your posts.

Understanding Social Media Algorithms

Social media algorithms funnel specific content to users to interest and engage them. What the algorithms decide to prioritize has a vast impact on who sees your content and whether or not it goes viral or languishes. Understanding algorithms is your first step toward increasing the visibility of your small business’s posts.


Facebook’s algorithm prioritizes content that fosters interactions such as comments, shares and reactions. The recency of posts, content type and the relationship between the poster and viewer are key factors. Posts from family and friends typically rank higher than business content, because, let’s face it, most of us are a lot more interested in what our families and friends publish than the posts of some business. But that means businesses often need to use paid boosts for greater visibility.


As most of us know, Instagram and Facebook are now both owned by Meta. Instagram’s algorithm also favors high-engagement posts but places more emphasis on timeliness and user viewing duration. It prioritizes content from accounts that users interact with regularly. For businesses, this underscores the importance of creating consistently engaging content that prompts user interaction.

X (Formerly Twitter)

Yes, people are still on X, the platform formerly known as Twitter, though the daily app users decreased 23% from November 2022, just after Elon Musk took it over, to February 2024.It has undergone significant changes but still values recency and relevance. X aims to show users content they will find engaging based on past interactions. For businesses, this means that timely content that garners immediate engagement tends to perform better. It also prioritizes content according to keywords users follow.


LinkedIn’s algorithm is designed to encourage professional and conversational engagement, prioritizing posts likely to spark discussions among connections. You are likely to see content that your first degree connections are interacting with. For businesses, sharing insightful content related to industry news, achievements and professional development can resonate well.

Adapting Content Strategy for Algorithm Changes

To stay competitive, small businesses need to adapt their strategies in response to ongoing changes in social media algorithms.

Creating Engaging Content

Universal Strategy: The cornerstone of organic reach is engaging, valuable and shareable content. This includes:

High-quality visuals: Images and videos generally engage users more than text-only posts.
Interactive content: Posts that invite user comments or opinions tend to increase engagement.
Value-added content: Whether educational, entertaining, or insightful, content should enrich the audience’s experience.

Emphasizing Video Content

Key for Facebook and Instagram: Videos often achieve higher engagement rates. Incorporating live videos, tutorials, and behind-the-scenes content can foster a stronger connection with the audience.

Timing Your Posts

Important for Instagram and X: Posting during peak user activity can significantly increase engagement. Analytics tools can help identify the best times to post.

Building Community

Effective Across Platforms: Developing a sense of community can boost engagement. Engaging regularly with followers and participating in relevant social media groups can strengthen connections.

Leveraging User-Generated Content

Effective on Instagram and Facebook: User-generated content not only provides authentic material but also motivates other users to engage and share their own content, expanding reach and enhancing credibility.

Implementing Contests and Giveaways

Boosts Engagement: These strategies are particularly effective on platforms like Instagram and Facebook, helping to increase followers and enhance brand visibility.

Optimizing for Social Media Search

Often Overlooked: Enhancing your posts for search through relevant hashtags and keywords can improve visibility and discoverability on social media platforms.

Monitoring and Adapting to Algorithmic Changes

Keeping abreast of algorithm updates is crucial as platforms frequently adjust their algorithms. Regular experimentation with different content types and strategies can help pinpoint what resonates with your audience and what doesn’t.

Need Help with Social Media and Social Media Algorithms?

For small businesses, mastering social media algorithms is crucial to boosting organic reach and engagement. By crafting engaging, timely and valuable content tailored to the nuances of each platform, businesses can effectively navigate the complex social media environment. Staying flexible and responsive to algorithm updates ensures sustained success in the digital marketplace.

If you are busy focusing on other aspects of your business and would like help with your social media, schedule a free consultation with an Umbrella Local Expert through our website or by calling (646)440-1426.