January 2026
Written by
Abbie Mason
E-commerce
Marketing strategy
Product launch
Tech
Algorithm Is Just an Agenda
People blame the algorithm like it has a personality. Reach dips and suddenly it is the algorithm. Posts do not perform, and it's the algorithm again.
It is not mysterious and it is not personal. The algorithm is a system built to serve a purpose. It is an agenda.
What the Algorithm Is
An algorithm is a prioritisation system. It decides what content gets shown, to whom, and in what order. It learns from behaviour at scale. What people watch, what they finish, what they rewatch, what they save, what they share, what they ignore.
It filters an overwhelming volume of content and predicts what each person is most likely to engage with next.
Instagram explains the signals it uses in its own Instagram ranking explainer. TikTok outlines how recommendations work in How TikTok recommends videos. Google’s view on people first content is set out in Google’s helpful content guidance.
Why the algorithm feels unpredictable
Algorithms shift because platforms shift. New formats get pushed when platforms compete for attention. What worked six months ago might not work now because the platform is rewarding different behaviour.
A reach drop rarely means you have been punished. It usually means the platform has moved the goalposts.
Algorithm examples that make it obvious
Instagram:
If you only post static feed images, growth will be harder because Instagram has been prioritising content that keeps people watching, especially video. Instagram’s own breakdown of ranking signals is in the Instagram ranking explainer.
TikTok:
If viewers swipe away quickly, your video will not travel far. TikTok’s distribution is driven by watch behaviour and predicted interest, as explained in How TikTok recommends videos.
Google:
If your page does not answer the query clearly, Google will rank something else. That is why its guidance prioritises useful content written for people, covered in Google’s helpful content guidance.
Brands that understand the algorithm agenda
Duolingo:
Duolingo wins on TikTok because its content is designed to be watched through. Fast hooks, repeatable formats, clear patterns. Business Insider breaks it down in Why Duolingo’s TikTok is so popular.
Ryanair:
Ryanair leaned into low-fi, self-aware content that fits platform culture. Watchable beats polished. When content feels native, distribution becomes easier.
A simple way to spot brands that get it is that they do not treat every post like a campaign. They build systems.
They optimise for attention, not just aesthetics
They build repeatable formats, not one off posts
They post to learn, not just to publish
What to do next with the algorithm
Stop asking how to beat the algorithm and start asking questions that lead to action. - What is this algorithm rewarding right now - What makes someone stop scrolling in the first two seconds - What would they save or share - What can we test this week and learn from quickly The algorithm is not a mystery. It is a brief. Align with the agenda and the platform does the distribution for you.