Social media algorithms are incredibly complex, and only the companies that created them fully understand how they work.
The typical explanation for what gets exposure on users’ feeds focuses on CPTR:
Creator – who they are and their relationship with the user;
Post performance – how people receive and interact with the content;
Type – whether it’s an image, short-form video or a link for example;
And Recency – how recently was it published;
But there are plenty of additional factors at play.
For paid ads, this is even less straightforward.
You might think that spending the same amount of money to promote the same content would produce consistent exposure.
In reality, social media platforms also evaluate how users react to your paid ads.
This means that ads which resonate better with audiences might receive more exposure, even with the same budget and posting time.
@chen_hindi Social media algorithms are still an enigma. The common way to explain what gets exposure on users’ feeds is CPTR—creator, post performance, type, and recency. However, there are dozens, if not hundreds, of other considerations. When it comes to paid ads, it’s even less intuitive. Logically, we might think that if we spend the same money and promote the same thing, we should get the same exposure as we do in the offline world. The reality is that social media platforms also ‘care’ about how people react to your ads. This means that some ads that resonate better with people might get more exposure than others, even if they spend the same budget and are posted at the same time. #socialmediaforbusiness #socialmediaalgorithm #digitalmarketing #socialmediamarketing #chenhindi #learnontiktok