Today marks Social Media Day, the perfect time to pause and reflect on the platforms that have transformed the way we connect, communicate and do business. For marketers and brands, it's not just about showing up on social media, but understanding the systems working behind the scenes. That's why we're using this day to consider not only how we use social platforms, but how they use us. Let’s talk algorithms….

Algorithms are not quietly operating in the background; they are curating, filtering, amplifying and reshaping the rules of engagement for everyone. Staying visible, relevant and impactful means understanding how these algorithms work is no longer optional. 

In this blog, we explore how today’s major platforms rank content, what they prioritise, and how you can adapt your social strategy to keep up.

LinkedIn 

As a specialist financial services marketing agency, it’s only right that we begin this blog with LinkedIn, which is arguably the most relevant social platform for our industry.  

‍

So, how does the LinkedIn algorithm work? 

The LinkedIn algorithm works through a three-step process that prioritises relevance, professional value, and engagement. 

1. First, it filters out spam or low-quality posts based on community guidelines. 

2. Next, it tests content with a small sample of your audience, rewarding posts that earn meaningful engagement (especially thoughtful comments) within the first hour. 

3. Finally, it ranks and distributes the post based on identity (who you are), content quality (what you’re saying and how relevant it is), and member activity (who’s likely to care). 

‍

In 2025, LinkedIn has doubled down on elevating expertise, suppressing clickbait, and boosting posts with high dwell time and native formats like carousels and videos. This means it may not favour posts with external links. On LinkedIn, it’s not about going viral; it’s about being valuable.

‍

How to work with the LinkedIn algorithm:‍

1. Hook readers in the first 3 lines. Lead with a bold insight or a clear question.
   
   
2. Stick to 3–5 relevant hashtags to stay discoverable without triggering spam filters.
   
   
3. Post when your audience is most active (tools like Hootsuite can help you find the best time).
   
   
4. Encourage meaningful conversation from your audience. End with a question or a call to action in the comments.
   
   
5. Utilise employee advocacy. Internal likes and comments give your content an early boost. 

‍

TikTok

How does the TikTok algorithm work?

The TikTok algorithm is a powerful recommendation engine that delivers a highly personalised ‘For You Page (FYP)’ for every user. 

‍

In 2025, the algorithm primarily relies on three key signals: 

1. User interactions (such as likes, shares, comments, watch time, and content marked as “Not Interested”)

2. Video information (including captions, hashtags, sounds, and effects)

3. Device/account settings (like language or country). 

‍

‍

Over time, the algorithm continuously adapts to changes in a user’s behavior, ensuring that the content shown reflects evolving interests.

‍

How to work with the TikTok algorithm:

1. Join a niche community. Use 2–3 relevant hashtags to tap into engaged subcultures (like #BookTok). TikTok boosts content that resonates within these groups.
   
   
2. Grab attention fast. The first 3 seconds matter most. Lead with a question, result, or bold visual to stop the scroll and boost watch time.
   
   
3. Optimise for search. Add keywords to your captions, on-screen text, and voiceover to help TikTok understand and recommend your content.
   
   
4. Use trends wisely. Incorporate trending sounds, effects, and formats to increase discoverability, but keep it authentic and aligned with your brand.
   
   
5. Post at peak times. Schedule content when your audience is most active and respond to comments to signal engagement to the algorithm.

‍

Instagram

How does the Instagram algorithm work?

Instagram’s feed algorithm uses AI to select and rank the 500 most relevant posts for each user, meaning your content competes to be among the top posts that appear in their feed. The ranking depends heavily on how likely users are to engage deeply with your post, especially if they spend more than 10 seconds viewing it, visit your profile, leave comments, or share your content with others. 

‍

The algorithm also considers how often users scroll past your post or interact with similar content, so keeping your audience engaged early is crucial. Instagram distinguishes between “connected reach” (your followers) and “unconnected reach” (new potential followers), with watch time, likes, and shares being the most important signals for both.

‍

How to work with the Instagram algorithm:

1. Engage actively in comments by replying and continuing conversations to boost post ranking.
   
   
2. Be concise - capture your audience’s attention within the first few seconds.
   
   
3. Keep Reels under 90 seconds for better viewer retention.
   
   
4. Use looping on Reels to encourage multiple views.
   
   
5. Post Stories consistently to stay visible and rank higher in your audience’s feed and search

‍

Final Thoughts 

In today’s digital world, understanding how algorithms work across platforms like Instagram, LinkedIn, and TikTok is essential. While the algorithms are always evolving, one thing remains constant: the more intentional and audience-focused your content is, the more likely it is to cut through the noise.

‍

If you’re struggling to beat the algorithm, get in touch! As experts in all things social, we know how to help financial services brands stand out online. Reach out to info@brandformula.co.uk for more information. 

‍