Personalisation Strategies That Work

In today’s fast-paced digital landscape, each social media platform operates under unique algorithms that dictate content visibility and engagement. For brands to succeed, it is imperative to not only create engaging content but also tailor it to the specific nuances of each platform’s algorithm. Understanding how each platform prioritises different engagement metrics allows businesses to fine-tune their strategy for greater reach and engagement.

LinkedIn, as the leading professional network, has an algorithm that prioritises 'meaningful interactions' over superficial engagement metrics like likes. While "likes" are important, LinkedIn’s algorithm places more weight on comments, shares, and the overall quality of interaction within posts.

LinkedIn’s algorithm favors posts that spark dialogue. Posts that generate long comment threads are shown to more users because they signal to the platform that the content is valuable to the community. Asking thought-provoking questions or soliciting feedback can help drive comments.

Shares, especially when accompanied by thoughtful commentary, extend the post's reach. LinkedIn’s algorithm rewards posts that are shared by influential users within relevant industries, signaling that the content holds professional relevance.

The LinkedIn algorithm prefers content created directly on the platform. Avoid over-relying on external links, as LinkedIn may suppress posts that redirect users to external websites. Instead, create posts that engage users without forcing them to leave the platform.

Engaging with your community is just as important as creating content. When executives and thought leaders respond to comments on their posts, the algorithm boosts the content further, seeing it as fostering deeper professional dialogue.

Instagram’s algorithm is primarily driven by engagement metrics like likes, comments, saves, and shares, but it also takes into account time spent viewing the post, particularly on visual and video content.

Videos, including Instagram Reels, and multi-image carousel posts often perform better than static images. Instagram’s algorithm favors content that keeps users engaged on the post for longer periods, and video content tends to have a higher engagement rate than photos.

Stories remain a vital part of Instagram’s ecosystem. While they don’t appear in the traditional feed, the algorithm prioritises content from accounts users engage with most, meaning frequently viewed and interacted-with Stories are more likely to appear first in the lineup. Use interactive elements like polls, quizzes, and swipe-up links (for eligible accounts) to encourage interactions.

Content that users save or share with others holds more weight in the Instagram algorithm than simple likes. To boost saves, create valuable, actionable content, such as educational posts or inspirational visuals that users might want to revisit.

Instagram’s algorithm also factors in the recency of a post. While it’s not strictly chronological, posting when your audience is most active (typically business hours for B2B accounts or evenings for consumer accounts) increases the likelihood of immediate engagement, which in turn signals to the algorithm that the post should be prioritized.

TikTok’s algorithm is designed to push viral content to a wider audience, regardless of how many followers an account has. It is perhaps the most unique in its approach, relying heavily on user behavior and engagement to surface content on the “For You” page.

The platform thrives on short, engaging video content. TikTok’s algorithm rewards videos that are watched all the way through or, even better, multiple times. Businesses should focus on creating concise, entertaining, and value-packed videos that capture attention quickly.

Since TikTok videos start playing immediately, the first few seconds are critical. Posts that grab attention within the first few seconds are more likely to hold users’ interest and be pushed by the algorithm.

TikTok’s algorithm heavily favors content that capitalises on trending audio and hashtags. Participating in trending challenges or using popular sounds can significantly increase a post’s visibility. However, businesses should ensure these trends align with their brand voice and message.

Just like on LinkedIn, comments play a significant role on TikTok. Posts with a higher number of comments tend to be prioritised. Encouraging users to engage through duets or stitches (where users respond to your video with their own) can also boost a post's reach.

Facebook’s algorithm focuses on personal interactions and close-knit community engagement. The platform has shifted its focus in recent years to prioritise content from friends, family, and groups over posts from brands and pages. That said, businesses can still thrive on Facebook if they understand how the algorithm works.

Facebook groups are one of the best ways for brands to engage with users on a deeper level. The algorithm prioritises posts from groups that users engage with frequently, making it a valuable channel for cultivating community.

Similar to LinkedIn, comments and meaningful interactions are more valuable than passive engagements like likes. Facebook’s algorithm rewards posts that generate discussion and engagement, especially when users react with options beyond a simple “like” (e.g., “love,” “haha,” or “wow” reactions).

Facebook’s algorithm favors native video content over external links to YouTube or other platforms. Additionally, live videos receive six times more engagement than regular videos, making them a powerful tool for increasing visibility.

Unlike Twitter, which values frequent posting, Facebook’s algorithm can penalise brands that post excessively. Posting a few times a week, with a focus on high-quality, engaging content, yields better results than overwhelming your audience with too much content.

Twitter’s algorithm has evolved from a strictly chronological feed to one that prioritises “Top Tweets,” which are surfaced based on user engagement patterns. Despite this change, recency still plays a key role, making Twitter the platform that best rewards frequent posting.

Twitter’s algorithm values both recency and engagement, so posting multiple times a day is essential for staying visible. C-suite executives should focus on sharing quick, punchy insights or responding to real-time events relevant to their industry.

Retweets, particularly when accompanied by quotes, boost a tweet’s visibility significantly. Similarly, sparking conversations by asking questions or engaging with industry discussions through replies can increase exposure.

While hashtags are essential for discoverability on Twitter, overuse can dilute a post’s impact. Focus on one to three relevant, trending hashtags that align with your brand’s messaging.

Twitter’s algorithm places a high value on content related to trending topics or events. Executives can amplify their reach by weighing in on relevant industry news or trends as they unfold.

As algorithms evolve, the future of social media optimisation will likely involve even more granular personalisation, AI-driven content recommendations, and a stronger emphasis on meaningful interactions. As artificial intelligence becomes more sophisticated, platforms will rely on it to analyse user behavior at a deeper level, making content recommendations even more personalised. Executives will need to focus on creating content that appeals to niche interests and behaviors rather than broad categories. As platforms like TikTok, YouTube, and Instagram continue to dominate, video content will become even more critical to social media success. Live streaming, short-form videos, and interactive visual content will likely be prioritised across all platforms. In the future, we may see more seamless integration between platforms, allowing for content to be shared more easily while retaining platform-specific optimisations. Brands will need to ensure their content can adapt to the varying formats and styles of each platform while maintaining a consistent brand message. Engagement will likely shift even more toward direct interactions between users and brands, such as personalised messaging, community-driven content, and collaborative campaigns. Brands that excel at fostering direct, meaningful relationships with their audience will have a competitive edge.

Tailoring social media posts to platform-specific algorithms is no longer optional; it’s a necessity for brands that want to remain competitive. From LinkedIn’s emphasis on professional conversations to TikTok’s algorithmic push for viral content, understanding each platform’s unique priorities allows businesses to optimize their posts for maximum engagement.

As algorithms continue to evolve, brands that stay informed and agile in their content strategies will thrive in the complex and ever-changing landscape of social media.