rule of the game
If your social media content isn’t gaining traction, it might not be because your followers don’t care—it might be because you don’t understand the rules of the game. And the rule of the game is the algorithm. Let me explain how it works and, more importantly, how you can win.
Every time you post, the algorithm plays matchmaker. It shows your content to a small test group: a mix of your followers and non-followers whose interests align with your topic. From there, the algorithm evaluates two key metrics: watch time and engagement.
Watch Time
Watch time measures how long users spend consuming your content. Whether it’s a video, carousel, or image, the more time people spend engaging with your post, the better. Watch time matters most because platforms profit by keeping users on the app longer, allowing them to show more ads. If your content helps them achieve this, they’ll reward you by boosting its visibility.
Engagement
Engagement includes likes, comments, shares, and saves—essential social signals that tell the platform your content resonates with its users. More engagement signals that your content is valuable, encouraging the algorithm to prioritize it.
Timing Is Everything
The first 1–3 hours after your post goes live are critical. This is the “test phase,” where the algorithm gauges your content’s performance. If your test group watches your video all the way through, saves it, comments, and shares, your post is more likely to be shown to a wider audience. However, if engagement is low during this period, your post may get deprioritized. Worse, repeated underperformance can hurt your account’s overall reach. On the flip side, a successful post—especially one that goes “viral”—can give you a leg up in future tests.
So How Do You Win?
Start with a Hook
A hook is an attention-grabbing opening that captivates your audience in the first 3 seconds. For example, start a video with a question like, “Want to triple your reach on social media?” or a bold statement like, “Most people are posting all wrong—here’s how to fix it.”
Be Visually Engaging
Use dynamic elements like bold text overlays, smooth transitions, eye-catching lighting, or high-quality visuals. These details make your content stand out in a sea of posts, increasing the chances that viewers will stop scrolling.
Offer Value
Inspire, entertain, or teach your audience. Show how to style an outfit in 60 seconds, explain a marketing concept with clear takeaways, or share a behind-the-scenes moment that sparks curiosity. Value-driven content keeps viewers watching longer and encourages sharing.
