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Social Media Algorithms Decoded: How to Stay Visible
Algorithms decide whether your next post soars or sinks, and for businesses across Surrey that can mean the difference between finding new customers or shouting into the void.
At Thunderbolt we live and breathe social media marketing, and every morning our strategists in Farnham start the day by scanning the latest tweaks to Facebook, Instagram, TikTok and LinkedIn. Why? Because those tweaks quietly reorder millions of feeds.
An Instagram Reel shared in a direct message now carries more weight than a public like; a Facebook Live stream can trigger six-to-nine times more interaction than a static image; a thoughtful comment on LinkedIn will travel further than any single thumbs-up. If your brand’s content doesn’t align with these ever-shifting rules, visibility drops and so does revenue.
Yet the good news is that algorithms are not mystical gatekeepers. Each one rewards specific behaviours that smart social media marketing can harness. From optimising TikTok watch-time to encouraging private shares on Instagram, you can engineer engagement that the platforms actively promote.
Here, we will decode those behaviours, explain exactly how to tailor your content, and show why working with a local Surrey agency that updates strategies in real time is the fastest route to sustainable visibility.
Table of Contents
Understanding Why Algorithms Matter
Algorithms are the hidden gatekeepers on every social platform. They rank millions of posts based on a variety of signals, including engagement, recency, relationships, and relevance. On Instagram, for example, factors such as saves, shares, and direct‑message forwards are now stronger ranking signals than mere likes or comments. Facebook follows suit; meaningful interactions like comments and shares are prioritised in the feed. The platforms no longer guarantee that your followers will see your content unless it sparkles with engagement.
These algorithms favour content that keeps users scrolling or talking. And that’s where social media marketing truly comes in. Essentially, it’s the art of crafting content that encourages interaction and spreads beyond your immediate audience.
Platform by Platform: Tailoring Your Content Strategy
Instagram utilises distinct ranking systems for Feed, Stories, Explore and Reels. The platform now values content saved or shared privately over public interactions. CEO Adam Mosseri has stated that shares via DMs are a prominent visibility metric. Recency, relationship and relevance are key for Instagram social media marketing: timely, engaging posts from strong connections rise to the top.
How you can act:
- Lead Reels with a bold hook in the first three seconds, such as a surprising stat or question, to boost pass‑along potential.
- Use CTA stickers in Stories encouraging saves or forwards.
- Create carousel posts that invite swipe‑throughs and save‑for‑later content.
Facebook’s feed shows ‘connected’ content from friends and Pages, plus recommended posts, all judged by relevance scores driven by AI. Video reigns supreme, especially Reels and Facebook Live, which typically generate six times more interaction than static posts. Authentic engagement in the form of meaningful comments and shares is the algorithm’s currency.
How to stay on top:
- Host live Q&A sessions or behind‑the‑scenes broadcasts to stimulate dialogue.
- Encourage viewers to tag friends or comment with personal stories.
- Share to Reels a teaser of your live stream for cross‑feed reach.
TikTok and Reels-style Short Video
TikTok’s “For You Page” recommends content strictly based on predicted user interest, meaning that follower counts and likes matter less. Instagram has increasingly mirrored this model by injecting unreached content into feeds. On all vertical video formats, early watch time, shares, and completion rates are critical signals.
Recommendations:
- Craft short, punchy videos that hook viewers early.
- Leverage trending music or effects to ride algorithm waves, but always infuse brand personality.
- Experiment: some trends reward comedy, others favour tutorials, but authentic storytelling trumps imitation.
LinkedIn values thoughtful, long-form posts. Content that stimulates meaningful comments is favoured and repeated posting of short polls, professional insights, or personal case studies works well. Authentic voices outperform overly polished corporate messaging.
Social media marketing tips for SMEs:
- Share industry insights, lessons learned, or local stories that resonate with Surrey’s business community.
- Post around commute times (early morning, lunch breaks) when engagement peaks.
- Encourage employees to comment and share your company posts—their networks multiply your reach.
Timing, Testing and Tweaking
There’s no single “best time” to post: optimal times vary per audience and platform. That’s why continuous monitoring of post performance is vital. At Thunderbolt, we review every metric, from reach and saves to new followers, and adjust posting schedules and formats weekly. We also A/B test copy, visuals, and video styles to keep ahead of evolving algorithms and optimise our social media marketing strategies.
Paid Social: Enhancing Organic Reach
While organic content remains critical, combining it with targeted ads amplifies visibility. Features like Facebook’s Lookalike Audiences enable you to reach people similar to your best customers. But ads must still echo the same tone and creative style as your organic content to benefit from shared signals and avoid audience fatigue.
Our approach links organic and paid social campaigns seamlessly, delivering tailored ads to high-potential segments while maintaining continuity in messaging and brand feel.
The Surge in Private Engagement
Meta’s recent changes have highlighted one thing: private shares are now often weighted higher than public engagement. Instagram now surfaces more content through DMs, and Facebook’s discovery systems increasingly rely on interest and behaviour signals rather than direct connections.
This private engagement shift profoundly influences our creative planning: smoky hook lines, shareable infographics, behind-the-scenes content and CTA messages like “Send this to a business friend who’d find this useful.”
Why Surrey Businesses Choose Thunderbolt for Social Media Marketing
At Thunderbolt, our social media marketing experts in Surrey are ready to take your brand beyond vanity metrics to measurable impact. Blending creativity, analytics and experience, we keep your content in the feed, in conversations, and out in front of potential customers, so you don’t need to stress about chasing platform updates.
Operating in Farnham, Guildford, Woking, and across Surrey, we understand both the local and the digital terrain. We don’t just post; we craft strategic plans based on analytics, local context, and audience insight. Unlike overburdened agencies who are spread thin, we take the time to truly understand your brand personality, community, and objectives, delivering a personalised result.
We support ambitious clients of any size, whether you’re just starting or scaling operations. Our proven process includes:
- Audit: A full content and competitor review, including algorithm fit.
- Strategy: Bespoke multi-channel plan, uniquely mapped to performance signals.
- Content production: From vertical video scripts to carousel graphics, optimised for clicks, saves and shares.
- Paid media: Data-enhanced ads aligned to your organic presence.
- Ongoing optimisation: Weekly performance review; monthly strategy refinements.
Need Help Staying Visible?
Algorithms will keep evolving, but the core principle endures: platforms amplify content that captures attention and invites interaction. Effective social media marketing therefore demands content crafted, tested, and refined for each algorithm’s quirks, which takes expertise.
If your Surrey business is ready to stop guessing and start growing, partner with Thunderbolt. Explore our social media marketing services or reach out today for to discuss a tailored social media marketing plan that aligns with your business ambitions.