Part 5: The Algorithm Game – Cracking the Code

💡 Questions Answered:

• What is a social media algorithm?

• Why does my reach fluctuate?

• How do I stay visible?

• What is shadowbanning?

• How do I use analytics?

📉 The Day the Engagement Dropped

It was a Monday morning when I got a panicked message from a client:
“Our Instagram reach dropped by 70% overnight. What’s happening?”

They were a trendy fashion brand with vibrant content and a loyal following. But suddenly, their posts were barely being seen. No likes, no comments, no shares. It felt like they’d been digitally ghosted.

I knew what we were dealing with: the algorithm had shifted.

🧠 What Is a Social Media Algorithm?

An algorithm is a set of rules that platforms use to decide what content gets shown to whom. It’s like a gatekeeper that prioritizes posts based on relevance, engagement, and user behavior.

Each platform has its own algorithm:

• Instagram favors engagement and watch time

• Facebook prioritizes meaningful interactions

• TikTok thrives on virality and retention

• LinkedIn rewards professional relevance

Understanding the algorithm is key to staying visible.

📉 Why Does My Reach Fluctuate?

Reach can drop for many reasons:

• Posting at the wrong time

• Using banned or irrelevant hashtags

• Sudden changes in audience behavior

• Algorithm updates

• Inconsistent posting

For the fashion brand, we discovered they had used a shadowbanned hashtag—one that Instagram had flagged due to spam. That single mistake tanked their visibility.

👻 What Is Shadowbanning?

Shadowbanning is when your content becomes invisible without warning. You’re not blocked, but your posts stop appearing in searches or feeds. It’s often triggered by:

• Spammy behavior

• Overuse of hashtags

• Violating platform guidelines

• Bot-like activity