Understanding social media algorithms

Social media has become one of the most important tools in brand building and reputation management – transforming this platform from being used only for casual interactions into becoming a critical tool for business communication and public relations. And what drives this transformation are social media algorithms –  very complex, automated technology systems that are designed to deliver personalization based on user preferences, tastes and behavior. Truthfully, these algorithms have a profound impact on how brands engage with audiences, making them crucial for public relations professionals to understand and adapt to.

Hence, more and more professionals are learning and specializing in social media technology as this may really be the future of brand communication and marketing.

As social media platforms like Facebook, Instagram, TikTok, X (formerly Twitter) and YouTube continue to develop and evolve, their algorithms incessantly shape how content is distributed, and we consume this content. This presents significant opportunities and challenges as well for PR professionals in Southeast Asia, especially in the Philippines, where social media is a dominant channel for communication.

The role of social media algorithms

For starters, social media algorithms are automated systems that curate and rank content based on several factors. This includes behavior of users, their engagement levels, content relevance and platform-specific priorities.

And the goal of algorithms – to create a personalized very “swak” feed for each user, particularly and with almost razor-sharp accuracy, showing them content they are most likely to engage with based on their online behavior.  Indeed, at its most basic function, these algorithms are gatekeepers as a well-designed post with great content may go unnoticed if it doesn’t meet the algorithm’s criteria for engagement, relevance or format.

Since social media platforms continuously update their algorithms to prioritize different types of content, formats and engagement behaviors, PR professionals need to stay on top of these changes as it is crucial in maintaining visibility and relevance. Here are some ways PR professionals can adapt:

Prioritize engagement over reach

One of the key shifts in social media algorithms is the increasing emphasis on engagement (likes, comments, shares) rather than mere reach (how many people see a post). Algorithms are designed to prioritize content that sparks interaction, as this indicates relevance to users.  In Indonesia, fast-food chain KFC used this strategy effectively by launching a social media contest that encouraged customers to share their KFC moments. This not only increased user engagement but also amplified the brand’s visibility through shares and reposts.

Adapt to platform-specific content trends

As companies become more aware of the impact that social media algorithms have on their reputation, they are developing strategies to adapt.  SM Supermalls in the Philippines has adapted to algorithmic shifts by increasing its investment in sponsored posts and collaborations with influencers to ensure maximum visibility. In addition to traditional promotional content, SM has also embraced more creative formats, such as short-form videos, live streams and interactive content, to capture audience attention and work in harmony with the platforms’ shifting algorithms.

Similarly, Philippine telecom company Globe Telecom has also adjusted its strategy. With the growing importance of TikTok and Instagram reels, Globe has invested heavily in creating short, engaging videos that resonate with a younger demographic. The brand leverages these platforms’ algorithms by producing content that encourages users to engage, comment and share, thus boosting the content’s visibility.

Leverage influencer partnerships

Influencers play a significant role in algorithmic visibility. Social media algorithms tend to prioritize content from individuals over brands, which is why influencer partnerships have become a crucial strategy for PR professionals. Influencers have built-in trust with their audiences, and their posts are more likely to be favored by algorithms, leading to greater reach and engagement.

In Vietnam, beauty brand L’Oréal successfully utilized influencers to navigate Instagram’s algorithm. By partnering with beauty influencers who have a strong following, L’Oreal ensured that their campaigns reached a wider audience. These influencers created engaging content that aligned with the platform’s algorithm, leading to increased brand visibility and customer engagement.

Create timely and relevant content

Social media algorithms often prioritize timely, relevant content. This means that PR professionals must stay on top of trending topics and leverage them in their campaigns.

In Malaysia, airline company AirAsia has successfully used real-time marketing to align with social media algorithms. During the 2020 pandemic, AirAsia launched a campaign encouraging people to stay home and travel later, capitalizing on trending discussions about safety and the global situation. The campaign generated significant engagement as it resonated with the public’s concerns and priorities, allowing the brand to maintain visibility even during a downturn in travel.

Diversify content formats

Social media algorithms tend to favor content diversity. This means that brands and PR professionals should experiment with different formats – such as videos, images, live streams and stories – to increase their chances of being noticed by algorithms. PR campaigns that rely on a single format may struggle to maintain visibility as algorithms evolve. Singaporean e-commerce brand Lazada has used a mix of video ads, influencer partnerships and live-streamed events to engage their audience. By diversifying their content formats, Lazada was able to capture the attention of users across multiple platforms, aligning with algorithmic changes that favor diverse and interactive content.

As social media platforms continue to evolve, PR professionals will need to stay agile and adaptable. The future of PR in Southeast Asia and in the Philippines will be shaped by the ability to navigate algorithmic changes, create engaging and relevant content, and leverage influencer partnerships to maintain visibility.

Indeed, social media algorithms are critical to reputation management and brand visibility. PR professionals must adapt to algorithmic changes by prioritizing engagement, diversifying content formats, leveraging influencer partnerships and using data analytics to optimize campaigns. As the social media landscape continues to evolve, those who stay ahead of these changes will be best positioned to succeed.

*Dr. Ron F. Jabal, APR, is the CEO of PAGEONE Group (www.pageonegroup.ph) (www.pageonegroup.ph) and the founder and president of the Reputation Management Association of the Philippines (www.rmap.org.ph). Please correspond to [email protected] or [email protected]