An algorithm is a set of rules and calculations that determines which content is shown to users on social media platforms.

In the influencer context, the algorithm decides which posts, reels, stories, or videos appear in feeds, explore pages, or recommendations. It takes into account factors such as engagement (likes, comments, shares), watch time, relevance, recency, and user behavior.

For influencers, understanding the algorithm is crucial, as it directly impacts how many people see their content. Content that performs well and generates strong interaction is typically distributed more widely.

For brands, the algorithm plays a key role in how effectively campaigns are delivered and how much reach they actually achieve.