Creators rely heavily on social media for audience engagement and growth.
But with ever-evolving social media algorithms dictating what content gets seen, understanding these complex systems is no longer optional — in fact, it’s vital to your social media strategy as a creator or as anyone who earns money online.
Here, we’ll delve into the specific platform-specific strategies for channels like TikTok, Instagram, YouTube, Twitch, X, even LinkedIn, equipping you with platform-specific strategies to navigate the algorithm maze and achieve lasting creator success.
Social media marketing and algorithms: A brief history
Facebook’s algorithm (the “News Feed”), introduced in 2006, revolutionized the way social media platforms curate and display content to users.
By analyzing user behavior, including likes, comments, and shares, Facebook created a personalized stream of content for each user, prioritizing posts deemed most relevant or engaging. This approach maximized organic reach, improving the user experience, user engagement, and time spent on the platform, thereby setting a new standard for social media marketing strategies.
Subsequently, other social platforms like Twitter, Instagram, and LinkedIn adopted similar algorithmic models, tailoring content to individual users based on their interactions and preferences.
Facebook’s innovation essentially created the template for modern social media algorithms, fundamentally changing how users consume information online and shaping the digital landscape we know today.
A platform-by-platform breakdown
Here’s a breakdown of how social media algorithms work on each platform, and how to master algorithms to boost your business as a creator.
TikTok
The “For You” page on TikTok is exclusive to each user, showing them video content that’s relevant to their unique interests.
The system determines a viewer’s watch time, as well as user interactions (likes, comments, shares), and how many times the trending sounds are used, suggesting which videos they want to showcase.
To make your content more visible on TikTok, create engaging content for your target audience, use hashtags and trending sounds, and upload the high-quality videos regularly — not at a spammy rate, but at least once a day to maintain or boost engagement.
In the world of social media, TikTok’s algorithm is also one of the most misunderstood. While it’s a proprietary blend of the things mentioned above, it also frequently changes. If you’re a creator who monetizes your TikTok content regularly, it’s important to stay on top of these changes.
Instagram’s algorithm has expanded and changed with time, from recency in chronological order to relevance, especially once new features like Reels and Instagram Stories took off. Instagram’s algorithms favor early adopters to these new features, especially those who continue to use them after release.
Higher engagement is a crucial player that dictates your appearance in users’ feeds. Bonding with your audience through likes, comments, direct messages, and chat is an essential tip for Instagram growth.
Repurposing TikToks or creating new content for Instagram Reels, the platform’s short video feature, ensures that your content reaches a broader audience.
YouTube
YouTube’s algorithm uses a recommendation system, which includes both human and machine learning, scans viewers’ watch history, search queries, and engagement with videos to recommend relevant content.
Use digital marketing techniques strategic keyword research, and include the keywords in your titles, descriptions, and tags to make your videos easier to discover through SEO. This search-ability plays a significant role in your success on the platform.
Furthermore, it is crucial to generate high-quality content that captures viewers’ attention and invites them to watch more of your videos.
Twitch
Twitch’s unique algorithm prioritizes live streams actively viewed and interacted with by viewers. To increase your discoverability on Twitch, use relevant tags and categories when creating your streams, participate in community events and collaborations, and maintain a consistent streaming schedule. Building a loyal community of viewers is also crucial for long-term success on the platform.
X/Twitter
X/Twitter’s algorithm prioritizes tweets from accounts you follow and those likely to interest you based on your engagement history. This is essential for Twitter’s success. To get yourself noticed on the platform, add relevant hashtags and engage in trending topics. This will also help create a community of followers and implement consistent and engaging social media publishing that plays a big part in Twitter’s success. These platform-specific algorithms can propel your journey as a creator.
Cross-platform synergies
In today’s fragmented digital landscape, a multi-platform presence is essential for reaching a wider audience and maximizing your impact. By strategically promoting your content across social media platforms, you can amplify your reach, engage with new audiences, and drive traffic for creator success on social media.
Cross-promoting content effectively involves identifying the most suitable platforms for each type of content and tailoring your messaging to resonate with each platform’s specific audience. For example, you might share short video clips from your YouTube channel on TikTok or Instagram Reels or repurpose blog posts as Twitter threads.
Adapting your content to different platform algorithms is crucial for success. Understanding the unique characteristics of each platform’s algorithm allows you to optimize your content for maximum visibility and engagement. For instance, on TikTok, using trending sounds and hashtags can significantly boost your reach, while on Instagram, focusing on high-quality visuals and engaging captions is key.
Optimal posting times and schedules for social media platforms
As a creator, understanding the best times to post on social media can significantly impact your content’s reach and engagement. Each platform has its own set of rules and its own unique audience behavior, which means your posting schedule should be tailored to each one. Here’s a breakdown to help you optimize your posts:
– Best Times to Post: Typically, the best times to post on Instagram are between 10 AM and 3 PM, with peak engagement around 11 AM to 1 PM. Midweek (Wednesday and Thursday) tends to show higher engagement.
– Optimal Schedule: Aim for consistency by posting 3-5 times per week. Focus on quality over quantity to keep your audience engaged without overwhelming them.
– Best Times to Post: Facebook sees the most activity from 9 AM to 1 PM, particularly on weekdays. Posts made on Tuesday, Wednesday, and Thursday often perform better.
– Optimal Schedule: Posting 1-2 times per day is ideal. Ensure your content is varied—mixing video, images, and text—to maintain audience interest.
X/Twitter
– Best Times to Post: Twitter is most active during weekdays, particularly from 9 AM to 11 AM. Early morning tweets often gain traction, with additional spikes around lunch hours.
– Optimal Schedule: Because Twitter is fast-paced, posting 3-5 times daily can help keep your content visible. Schedule your posts to spread out across the day for maximum exposure.
– Best Times to Post: LinkedIn users are primarily active during business hours, with the highest engagement seen between 8 AM and 10 AM and then again around 12 PM. Tuesdays and Wednesdays are particularly effective.
– Optimal Schedule: Post 2-3 times per week, focusing on professional insights and valuable content that resonates with your network.
TikTok
– Best Times to Post: TikTok has a diverse audience, but evenings (especially from 7 PM to 9 PM) and weekends often see the most activity.
– Optimal Schedule: Posting daily or at least 4-5 times a week is ideal. Due to TikTok’s algorithm, consistent posting and experimenting with different trends can help increase your visibility.
YouTube
– Best Times to Post: For YouTube, the best times are generally in the afternoon, from 2 PM to 4 PM, which allows your video to gain momentum by prime viewing time in the evening. Thursdays and Fridays tend to be the most effective days for posting.
– Optimal Schedule: Aim for 1-2 uploads per week. Consistency is key on YouTube, so having a regular upload schedule can help build anticipation among your subscribers.
Remember, these are general guidelines, and the optimal times can vary depending on your audience’s location, behavior, and time zone. Consider using analytics tools on each platform to track your performance and adjust your posting times accordingly.
Authenticity in the age of algorithms
While algorithms significantly determine content visibility, a genuine connection with your audience remains paramount. By sharing your unique perspective, experiences, and passions, you create a strong connection with your followers that transcends algorithmic fluctuations.
Balancing algorithm-friendly content with creator authenticity requires careful consideration. While optimizing your content for visibility is essential, prioritize creating content that genuinely reflects your brand and values. Authenticity resonates with audiences and helps you stand out in the long run.
Building a community beyond the algorithm involves fostering meaningful connections with your followers through authentic engagement, active listening, and providing value. Encourage two-way communication, respond to comments and messages, and create opportunities for your community to interact with each other. By cultivating a strong sense of community, you can build a loyal following that supports your growth and success, regardless of algorithmic changes.
How to keep up with algorithm changes
You can follow official social media platform announcements, subscribe to industry newsletters, and join online communities of creators discussing algorithm trends.
Adapting to algorithm changes without losing your creative voice requires balancing experimentation and staying true to your brand. Be open to trying new formats, experimenting with different content types, and analyzing the performance of your posts to identify what resonates with your audience.
Experimentation and data analysis are invaluable tools for understanding algorithm trends and optimizing your content strategy. Track your key metrics, such as engagement rates, views, and click-through rates, to identify what works and doesn’t. Use this data to inform your content decisions and adjust your approach.
Ethical considerations
Create honest and transparent content that delivers on its promises. Avoid using sensational headlines or deceptive thumbnails to attract clicks.
Mental health considerations for creators are crucial in social media’s fast-paced and competitive world. Prioritize self-care, set healthy boundaries, and take breaks from social media when needed. Building a sustainable career beyond short-term algorithmic success requires a long-term perspective. Focus on creating high-quality content that provides value to your audience, building genuine connections, and diversifying your revenue streams.
Future-proofing your creator career
Staying informed about these trends and adapting your approach to these platforms can help you expand your reach and diversify your audience. Be open to experimenting with new formats and learning the nuances of each platform’s algorithm to maximize your impact.
The potential impact of AI on content creation is a topic of much discussion. While AI may be able to automate certain aspects of content creation in the future, human creativity and genuine connection will always remain valuable. To stay ahead of the curve, focus on honing your storytelling skills, building your brand voice, and providing unique insights.
Developing skills that transcend individual platform success is crucial for your longevity. Mastering video editing, building a solid online presence, and honing your writing skills can benefit your career regardless of specific platform trends. Additionally, explore different content formats like podcasts or blog posts to diversify your offerings further.
Finally, earning revenue from multiple streams is necessary for building a sustainable creator career. Explore options like brand partnerships, affiliate marketing, selling your own products, or offering online courses. By diversifying your income sources, you become less reliant on the whims of any platform’s algorithm.
Maximize your earnings with these social media algorithm strategies
Understand platform-specific strategies to navigate the online landscape effectively. By utilizing platform-specific strategies, fostering authentic connections, and adapting to change, you can achieve lasting creator success.
Ready to take the next step?
Start implementing these strategies today, and use Mozaic to see where you’re most profitable/split earnings from different platforms between collaborators. Mozaic takes all of your revenue from different income streams (and social media platforms), allowing you to split it amongst your collaborators or to simply see where you’re most profitable as a creator.