Artificial intelligence is everywhere these days, but one of the most powerful forms of AI is often overlooked: the algorithms running social media platforms. These algorithms decide what content people see, how far it spreads, and how users engage with it. Yet many marketers are missing out on how to use them effectively.
A big part of success on social media comes down to understanding the data. It’s not just about posting content—it’s about analysing what works. By looking at things like thumbnail design, colours, captions, and features like Instagram Notes, you can make smarter decisions. For example, images are currently performing better than videos in reaching new audiences. That’s not a guess—it’s backed by data.
One common mistake is treating social media like traditional advertising. Many brands post the same video across TikTok, LinkedIn, and Facebook, assuming it will work everywhere. But each platform is different. What performs well on TikTok might not work on LinkedIn. To succeed, content needs to be tailored to each audience and platform.
Social media isn’t just about distributing content—it’s where marketing campaigns should start. Platforms like Instagram, YouTube Shorts, and TikTok reward engaging, high-quality content. Their ad formats blend into the user experience, making them less disruptive than traditional TV or radio ads. The key is to capture attention in the first few seconds, whether that’s an 18-year-old scrolling TikTok or a 70-year-old browsing Facebook.
The game has changed. Social media algorithms now prioritise the quality of individual posts over follower count. This means even smaller brands can compete with major players if they focus on creative, relevant content. Testing ideas on social media is also a great way to refine campaigns before scaling them, helping marketers make smarter decisions.
By understanding the power of social media algorithms, brands can stay relevant and make the most of their marketing efforts in today’s digital landscape.
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