By Scott Kramer, guest contributor
The Changing Social Media Landscape
The way everyone interacts on social media platforms like Facebook and Instagram is shifting rapidly. Once, social media was a space dominated by content from people we know—our friends, family and connections. Sponsored content also had a significant presence, as brands used paid promotions to reach specific audiences. Today, however, these platforms are evolving, and with them, so is the way content is served to the masses.
More and more, social networks are delivering what’s known as “suggested” content—posts from users we don’t follow or personally know but that the algorithm deems relevant to us based on our preferences, interests, and behaviors. This marks an important shift in how content creators need to think about getting their message seen and engaged with.
The Rise of Suggested Content
Historically, social media platforms were about staying connected—hence the term “social network.” Facebook and Instagram prioritized showing you content from your friends, family, and the accounts you follow. Sponsored content was also prevalent, as brands were willing to pay to get in front of their target audience. However, over time, user behavior has evolved, and these platforms have begun to place more emphasis on showing you posts from accounts you may not know personally but might find interesting.
Enter “suggested” content: This form of content is served to users not because you’re connected but because the algorithm has identified some form of commonality that might make this content appealing. Whether it’s shared interests, related accounts, or behavioral patterns, suggested content is designed to introduce users to new things they may not have discovered on their own.
For content creators—whether individuals or brands—this means a massive opportunity. Suggested content effectively widens the scope of who can see your posts, potentially reaching beyond just your followers to audiences you never even imagined. But to capitalize on this, you must understand what it takes to make your content algorithm-friendly. In direct selling, this becomes the easiest way to find new people to talk to.
Algorithm Favorability: What It Means and Why It Matters
“Algorithm favorability” is essentially about optimizing your content so that the platform’s algorithm considers it worthy of being pushed out—either to your existing followers or to new potential audiences through suggested content. As algorithms become more sophisticated, they rely on a complex set of factors to determine what gets shown, to whom, and how frequently.
The key to gaining favor with the algorithm lies in making your content relevant, engaging, and valuable. In the context of today’s social media landscape, this means rethinking how and why you’re creating content.
For years, brands and content creators have used social media as a direct promotional channel—a space to talk about products, offers, and sales. While this kind of content has its place, it’s no longer enough if your goal is to expand your reach through suggested content. Social media algorithms now favor content that feels more organic—content that doesn’t feel like a blatant ad but rather like something worth watching, reading, or interacting with.
The Three Types of Content: Connected, Sponsored, and Suggested
To understand where the opportunity lies, here are the three main types of content on social media:
- Connected Content: This is content from people you know—friends, family, or accounts you’ve chosen to follow. These posts used to dominate the social media feed, but their prominence is diminishing as the platform moves towards a more curated experience.
- Sponsored Content: Sponsored content remains a powerful tool for brands looking to target specific demographics. However, reliance solely on paid ads can be expensive, and users have become increasingly wary of commercial posts.
- Suggested Content: Suggested content is the rising star. Social media platforms have realized that part of keeping users engaged means not only showing them what they already like, but also what they might like but don’t yet know. This is where the algorithm leverages all the data it has about users to make predictions about what could keep them scrolling and interacting.
Why Editorial Content Wins: The 22/8 Rule
To understand the kind of content the algorithm prefers, let’s use an analogy from television. Think of a 30-minute TV show. Out of those 30 minutes, roughly 22 are dedicated to programming, while the remaining 8 minutes are reserved for commercials. People tune in for the entertainment, the storylines, and the drama—the 22 minutes of programming. The commercials, though necessary, aren’t the reason they’re watching.
Social media content works the same way. If your feed is like a television show, your followers (and potential followers) are tuning in for the “programming”—the content that entertains, educates, or enlightens them. This is what keeps them engaged, watching, and coming back for more. The commercials—your promotions, offers, and sales pitches—are only effective when they are strategically placed and balanced.
This is the “22/8 Rule” of content creation. Aim for 22 parts of valuable, editorial content for every eight parts of promotional content. By focusing primarily on creating value for your audience, you’re more likely to get your posts boosted as suggested content and stay in favor with the algorithm.
The Three E’s: Entertain, Educate, Enlighten
What, then, should your editorial content consist of? Here’s where the “Three E’s” come in: Entertain, Educate and Enlighten.
- Entertain: Social media is still very much about fun. Content that entertains can take many forms—videos, memes, stories or live streams. The goal is to create something that captivates your audience’s attention, makes them laugh, or elicits a strong emotional response. Think about viral challenges, behind-the-scenes glimpses, or humorous takes related to your industry.
- Educate: People also go online to learn. Content that educates could be tips, tutorials, or insights that help your audience gain knowledge. For brands, this is about sharing your expertise—answering questions, offering guidance or providing hacks that make life easier. This kind of content helps build credibility and positions you as a go-to source in your field.
- Enlighten: Enlightening content adds depth. It might involve sharing thought-provoking ideas, shedding light on causes you care about, or inspiring your audience through personal stories. This type of content helps you create a stronger connection with your audience by showcasing your values and engaging them on a deeper level.
The Algorithm’s Favoritism for Editorial Content
Social media platforms are ultimately driven by user engagement. The more a user engages—by liking, commenting, sharing or simply spending more time on a piece of content—the more favorably the algorithm will treat that post. Editorial content that focuses on entertaining, educating or enlightening, naturally invites this kind of engagement because it aligns with what people come to social media for in the first place.
When your content provides value and isn’t just pushing a product or sale, it’s more likely to be shown to people outside of your follower base through the “suggested” category. The algorithms on platforms like Facebook and Instagram are designed to serve users more of what they like. So, if people are engaging with your posts because they find them valuable, your content gets recommended to others with similar interests.
Practical Steps to Gain Algorithm Favorability
- Balance Your Content Calendar: Plan your social media calendar so that the majority of your posts are editorial-focused, in line with the 22/8 Rule. Make sure to integrate different types of content that entertain, educate, or enlighten your audience.
- Engage with Your Audience: Remember that engagement goes both ways. Reply to comments, ask questions in your posts and create opportunities for your followers to interact with you. The more active your account, the more favorably it will be viewed by the algorithm.
- Use Data to Understand What Works: Use social media insights to identify which posts perform well and why. Content that has high engagement is content that the algorithm is more likely to push out as suggested material. Once you know what’s working, you can refine your strategy accordingly.
- Be Consistent: Algorithm favorability is also tied to how consistent you are. Regular posting helps maintain engagement, and maintaining engagement means that your content is more likely to be surfaced by the algorithm. The key is to establish a schedule that you can keep up with while ensuring quality content.
- Utilize Stories and Reels: Instagram Stories and Reels, in particular, are heavily pushed by the algorithm. They allow for a mix of short, entertaining, educational, or enlightening content that can draw in viewers and keep them hooked. The more your audience interacts with these short-form posts, the better your chances of being served up as a suggested account.
Creating Content for Long-Term Success
In an environment increasingly dominated by suggested content, social media success requires a strategic shift. It’s no longer just about connecting with those who already know you or paying for visibility; it’s about creating something that the algorithm wants to push forward.
By focusing on entertaining, educating, or enlightening, and by adhering to the principles of the 22/8 Rule, content creators can increase their favorability with the algorithm and reach audiences far beyond their immediate network.
Algorithm favorability is not an impossible mystery to solve. It’s about offering genuine value, being authentic, and understanding the balance between editorial content and commercial messaging. Embrace the power of editorial, and let the algorithm work for you—not against you.
Scott Kramer is a social media expert as well as founder and “Chief Brain” of Multibrain.
