Ever wondered why the TikTok you spent hours making barely reached anyone, but the one you threw together in two seconds went viral? Or why that Instagram post you sweated over only got one like? You’re certainly not alone!
In the early days of social media things were simpler. Posts showed up in a chronological order and your followers actually saw them. Fast-forward to 2025, and every platform has its own way of ranking content. Now it’s not just about creating great posts but also keeping the algorithm happy and staying up to date with constant changes – all whilst trying to stay visible.
It’s not as scary or impossible as it sounds though, because when you do get it right, your content is more likely to reach people who genuinely care which makes engagement much more meaningful.
What do social media algorithms actually do?
Algorithms decide what content you see by looking at your past activity, from the posts you like, to the videos you watch and the accounts you follow. These all tell the algorithm what you’re interested in, building a feed completely tailored to you. The goal? Keeping you interested and engaged.
Now that we understand what an algorithm is, what makes each platform unique?
It’s safe to say Instagram’s algorithm has changed a lot over the past few years. From a simple chronological feed to one that uses lots of different signals, all the changes can feel confusing!
In 2025, Instagram’s algorithm prioritises:
- Watch time
- Likes
- Sends
So, the more people interact with your posts, the more the algorithm will show your content in peoples feeds.
TikTok
The TikTok algorithm uses a points based system to decide what shows up on people’s For You Page.
How it works:
- Your first video is shown to a small test group
- TikTok learns how people interact (likes, comments, shares, watch time)
- If engagement looks good, your videos will be pushed to a wider audience
The more people engage with your content early on, the more the algorithm will reward it.
LinkedIn’s algorithm doesn’t chase virality, but focuses on meaningful engagement and genuine interactions. Source
It looks at things like:
- How long people spend interacting
- How people react, comment or share
- Whether you’re offering real value to your audience
If you consistently share genuine, engaging posts the algorithm will push your posts to the right people.
YouTube
YouTube’s algorithm is all about viewer behaviour:
- What people watch
- How long they watch
- What they skip
YouTube itself recommends making videos that your viewers enjoy to keep them returning for more and engaging with your content. Source
Although each platform has its own algorithm with different ways of ranking content, they all have one thing in common. Rewarding content that keeps people engaged.
From attention-grabbing TikTok’s and Instagram Reels to insightful LinkedIn posts, consistently posting content your audience enjoys will all help to increase engagement and visibility over time.
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