Understanding Social Media Ad algorithms: What marketers need to know

Behind every purchase, sign up and interaction online, there are hidden influences. You’ve got the obvious ones, like how much you’ve budgeted for ad spend in your PPC campaign, and the user’s preferences and patterns of online behavior. But there’s something even more powerful at play… algorithms.

This is the invisible force that often dictates how, where and when your promoted social posts and PPC campaigns are shown, and to who. As a result, the most experienced PPC marketers know how to make the most of these algorithms, working with them to their benefit.

This article will outline everything you need to know about algorithms, leaving you fully prepared to optimise your campaigns to strategise with algorithms in mind.

• How social media algorithms shape ad delivery
• Key factors that drive algorithm success
• Platform-specific insights
• The role of AI and machine learning in ad algorithms
• Common algorithm misconceptions
• How to work with the algorithm (not against it)
• Keeping up with algorithm changes (future-proof your campaigns)

How social media algorithms shape ad delivery

In an ideal world for marketers, you would only have to consider your target audience, and the content of your ads. But in the modern age of digital marketing, you’re working with various algorithms that also hold sway over your ad performance.

Algorithms determine which ads are shown to users based on their interests, interactions, and online behaviour. Signals such as engagement (likes, shares, clicks) and dwell time (the amount of time a user spends on one page, potentially viewing your ad, before clicking away) also influence ad visibility via their impact on some algorithms.

Algorithms tend to reward high-quality, engaging ads with better placement and reduced costs. So things that improve user experience also have a positive impact on the algorithm, like relevancy and high quality ad copy. This creates a pleasing cycle, where ads that are engaging to users are favoured by the algorithm, and then shown to more users as a result.

Key factors that drive algorithm success

There are different algorithms across the variety of search engines and social media platforms. Each behaves uniquely, but there are a few elements that are universal to any algorithm. Let’s break down what the majority of algorithms respond to: 

Engagement
High levels of interaction signal relevance to the audience. The algorithm pushes content that it feels will do well, so this is a strong indicator that it deserves a boost.

Relevance
Ads aligned with user preferences and search history perform better. This is something that benefits both the algorithm, and overall user satisfaction. 

Recency
If content is fresh, it usually gets a brief boost when it is first set live. In fast-paced, social media terms, this means within the first couple of hours.

Ad quality
Poor-quality ads with low engagement may face penalties, usually in the form of not being shown to a large number of users in the early hours of a post going live.

Timeliness
Fresh, up-to-date content is favoured over older, irrelevant posts. This isn’t just relevancy to users, it’s about jumping on a trend or zeitgeist. 

Bid strategy
Optimised bidding helps secure prime placement in ad spaces. This is a boost that doesn’t have anything to do with the algorithm per se, but if your bidding strategy choice results in good engagement levels, the algorithm will pick up on this.

User data
Algorithms use demographic, behavioural, and location data to refine targeting. Anything that you can do to tailor your content to a specific audience can be helpful to the algorithm in showing it what demographics to show your content to.

Platform-specific insights: 

The best way to understand a platform’s algorithm is to understand the platform. Here’s a brief overview on what each one favours:

Facebook

• Prioritises engagement metrics like comments, shares, and reactions.

• It includes personalised targeting using detailed demographic and behavioural data.

• Ads must align with users' interests and prior activity for better reach.

Instagram

• This is a heavily visual platform; so it favours ads with high-quality, captivating imagery or video.

• Engagement (likes, shares, saves) and story interactions are key factors.

• Instagram uses Facebook's ad ecosystem for robust targeting and optimisation.

LinkedIn

• This platform focuses on professional connections and B2B targeting.

• It prioritises relevance and industry-specific content, but also values opinion pieces that provoke discussion and debate.

• Engagement metrics like shares and clicks from professionals boost ad delivery.

TikTok

• One of the leading short-form video-centric platforms, TikTok’s algorithm focuses on entertainment and authenticity.

• It’s highly responsive to user interactions such as video views, comments, and shares.

• As a platform that is often used as a search engine, it has some of the most relevant data points for audience targeting niche topics.

The role of AI and machine learning in ad algorithms

Behind the scenes, AI is driven by massive data sets, and sophisticated and groundbreaking machine learning. From a PPC perspective, AI helps analyse massive datasets to deliver more personalised ad experiences.

Machine learning helps identify patterns in user behaviour, adjusting delivery in real time at speed and scale, so multiple campaigns and millions of ads can benefit all at once.

Predictive analytics are used to anticipate user preferences and optimise targeting, while automation streamlines campaign management.

When creating ads that make use of AI tools, the provided suggestions for improving ad copy, targeting, and creatives all contribute to what machine learning believes the algorithm will favour.

Common algorithm misconceptions

With algorithms being such a hot topic today, it can be difficult to determine truth from fiction. Here are a few myths that have been written about at length, and the reality behind the claims:

Myth: High ad spend guarantees better performance.
Reality: Quality and relevance are just as important as budget.

Myth: All engagement is equally weighted.
Reality: Algorithms prioritise meaningful interactions over passive likes.

Myth: Algorithms are static and predictable.
Reality: They evolve constantly, requiring regular adaptation.

Myth: Organic reach is dead.
Reality: Organic and paid efforts can work together for better results.

How to work with the algorithm (not against it)

The key to finding success with any algorithm is to learn how to work with it, not against it. Follow these tips to keep your aim on what delivers results:

• Focus on high-quality content that resonates with your audience.

• Use targeting options effectively to align ads with user interests.

• A/B test your ads to refine copy, visuals, and call-to-actions.

• Maintain consistency in posting schedules to stay relevant.

• Engage actively with your audience to build stronger connections.

• Avoid clickbait or misleading content, as algorithms penalise these tactics (which often don’t work long-term anyway).

Keeping up with algorithm changes (future-proof your campaigns)

As we come to a close, here are a few recommendations to follow as your campaigns evolve to keep up with these ever-changing algorithms.

• Monitor updates from social media platforms regularly.

• Stay informed through industry blogs, webinars, and platform-specific resources.

• Embrace new tools and features introduced by platforms to enhance ad delivery.

• Build flexibility into campaigns, allowing quick adjustments to strategy.

• Invest in data analysis to understand how algorithm updates impact performance.

• Collaborate with experts or agencies to stay ahead of algorithm trends.

Closing notes

Mastering social media and ad algorithms requires patience. There’s a lot to learn that makes each platform unique. Furthermore, every algorithm is constantly evolving, so you’ve got to be adaptable and flexible in your approach.

Mastering this, however, will put you at the very top of your field. In the modern online marketing age, success lies in working with, not against, algorithms. Dispel any myths and embrace the reality of these algorithms, and you’ll unlock the full potential of all of your marketing efforts.

Back to insights