Understanding the Social Media Algorithm: A Guide for Female Founders and Women-Owned Startups

"You don't have to be an expert to make an impact, you just have to be a step or two ahead of who you want to serve."- Powerhouse Women.

I love women.

And the color red.

From turning nothing into something, to overcoming the impossible, women have this incredible ability to keep pushing forward, even when the world throws challenges their way.

I built my brand to honor "the everyday superhero" who puts on her cape, wipes away her tears, and goes out into the world to make an impact.

But in this new, digital landscape, women need even more superpowers-especially the ones needed to conquer the dreaded algorithm.

In this week's edition of "Here's the Thing", I'm inviting you to take a journey with me as we explore this phenomenon-and most of all-how we can take advantage of it. This guide will help you decode the social media algorithm; providing a strategy to boost your brand’s visibility and engagement, as we focus on how to implement an effective strategy in the 4th quarter of 2024.

In today’s digital landscape, social media is one of the most powerful tools for female founders and women-owned startups to build their brands, connect with customers, and grow their businesses. However, simply posting on social media isn’t enough-understanding how social media algorithms work is essential to ensure your content gets seen by the right people.

"Don't let anyone tell you that you can't do something, but especially not yourself. Go conquer the world. Just remember this: Why not you?"- Mindy Kaling.

What is the Social Media Algorithm?

Social media algorithms are complex sets of rules and calculations that platforms like Instagram, Facebook, LinkedIn, and TikTok use to determine which content gets displayed to users - and when.

They decide which posts should appear on users’ feeds based on past behavior, engagement patterns, and preferences. Understanding this will help you work with it rather than against it, increasing your chances of being seen.

Key Considerations for Female Founders:

• Engagement: Likes, comments, shares and saves signal to the algorithm that your content is valuable. These posts are then shown to a broader audience.
• Relevance: The algorithm analyzes user preferences, interests, and past interactions to determine relevance.
• Content Type: Video content is highly favored across most platforms, particularly short-form videos like Instagram Reels, TikTok, or YouTube Shorts.
• Posting Frequency and Consistency: Posting consistently increases the likelihood of your posts being shown. However, over posting can reduce engagement, as quality matters more than quantity.
• Timeliness: Newer content. is prioritized. Posting at times when your audience is most active also increases your chances of getting seen.
• Relationships: Content from accounts that users regularly interact with (e.g., friends, family, brands they engage with frequently) is more likely to appear at the top of their feed.

Why you need to understand the Algorithm:

As a female founder or women-owned startup, navigating social media can sometimes feel like an uphill battle. Challenges such as a lack of visibility, limited budgets for paid ads, or simply not having enough time to manage social platforms effectively is experienced by many fempreneurs.

However, getting to know how the algorithm works can give you an edge, especially if you’re just starting out or have limited resources. Instead of guessing, you can then create content aligned with the algorithm, thus maximizing your reach and impact-without relying on paid promotions.

"From time to time, trace the scars that life has left you. It will remind you that at one point, you fought for something. You believed."- Bianca Sparacino.

How to Stay Ahead of the Game

Social media platforms update their algorithms regularly to keep users engaged and to promote certain types of content. Staying up-to-date on these changes is critical.

For instance, Instagram recently adjusted its algorithm to prioritize more personalized content and introduced changes to focus on Reels. Facebook now emphasizes community-building through groups, and TikTok’s algorithm continues to prioritize viral and trending content.

Here’s a quick breakdown of what different platforms are prioritizing right now:

• Instagram: 1 Minute Reels and stories are now favored. Engagement and the use of Instagram's interactive features (polls, questions, quizzes) are key.
• Facebook: Active communities (groups), video content, and posts that generate meaningful conversations.
• LinkedIn: Thought leadership posts, personal stories, and content that sparks professional conversations (comments and shares over likes).
• TikTok: Trending, short-form video content, often with viral soundtracks (or participating in challenges).

Here's Your 4th Quarter Strategy to Increase Engagement and Brand Interest:

As we approach the final quarter of the year, it’s a critical time for female founders and women-owned startups to take advantage of the holiday season, year-end sales, and heightened consumer spending.

Here’s a step-by-step strategy to help you optimize your social media presence - as you work in sync with the algorithm:

1. Audit and Refine Your Content Strategy:

Before you dive into new tactics, start with a social media audit of your brand. Review your posts from the last few months - assess what’s working and what’s not. Additionally look for trends in your engagement, identifying which types of posts (videos, stories, static posts, etc.) performed best.

4 Questions to ask during your audit:

• What types of my content got the most engagement (likes, comments, shares)?
• Which of my posts generated the most saves or website clicks?
• Which of my posted content had the least interaction, and why?
• Am I posting content that's resonating with my audience's needs (and their buying journey)?

Once completed, start refining your content strategy by focusing on the formats and topics you created that generated the highest engagement.

Ensure your posts align with your business goals for Q4, whether it’s launching a new product, increasing brand awareness, or boosting holiday sales.

"Every successful businesswoman started exactly where you are now"-Ladiesnest.com.

2. Next, create a Content Calendar Focused on Consistency

Here's the thing: Consistency is key to working with the algorithm. Develop a content calendar that outlines your posting schedule, key dates (like Black Friday, Small Business Saturday, or other relevant holidays), and the type of content you’ll post each day.

Here's some content to focus on in Q4:

• Seasonal content: Highlight holiday promotions, sales, or gift guides.
• User-generated content: Encourage your customers to share their experiences with your brand and/or reshare their posts.
• Behind-the-scenes content: Show the "human side of your business", especially as the year wraps up. Post about your journey as a female founder, your startup’s milestones, or even your holiday preparations.
• Interactive content: Use Instagram polls, quizzes, or Facebook groups to engage your audience.

Remember, posting consistently during Q4 will help you build momentum, increase engagement, and stay top of mind during a busy time for your customers.

3. Leverage Your Short-Form Video Content:

Currently video content, especially short-form videos-Instagram Reels, TikTok videos, and YouTube Shorts, are the best-performing format across platforms. In fact, Reels have been shown to get more visibility on Instagram’s Explore page, and TikTok’s algorithm actively pushes video content that resonates with viewers.

Creating a weekly series of short videos related to your business, product, or customer experiences will help you increase visibility.

Here's a few ideas:

1. Product demonstrations/tutorials;
2. Customer testimonials;
3. Tips and advice in your niche;
4. Holiday-themed videos (gift-wrapping tutorials, festive tips).

As a female founder, authenticity is a huge advantage in video content. Use this format to share your personal journey, why you started your business, or the challenges you’ve overcome.

"If you ask me, alpha women are the modern equivalent of the mythological Nordic female warriors" – The Valkyries.

4. Reach out to Influencers or Partners for Collabs:

Another powerful tactic female founders can utilize is collaborating with influencers or other female entrepreneurs in your niche. Influencer partnerships can help extend your reach, especially if you collaborate with people whose audiences overlap with yours.

Even if you don’t have a budget for influencer marketing, there's still ways to collaborate-joint Instagram Lives, creating shared content, or cross-promoting each other’s businesses.

In Q4, consider partnering on holiday promotions or exclusive deals. This will not only build your engagement, but will also help the algorithm to boost your visibility through added interactions and new followers.

5. Engage, Engage, Engage!

If you want the algorithm to work for you, engage! But don’t just wait for people to help you -actively engage with them first.

Comment on your followers’ posts, reply to DMs, and start meaningful conversations in your comments section. The more interaction you have, the more likely the algorithm will favor your content.

Here's a few tips:

1. Respond to every comment on your posts within 24 hours.
2. Use stories to ask questions or run polls, then interact with the answers.
3. Comment on relevant posts in your niche, and interact with followers outside of your own feed.

This kind of engagement shows the algorithm you’re not just a passive user, which helps boost your content visibility.

Take Control of Your Social Media in Q4:

By understanding the algorithm and implementing a targeted strategy, you can increase engagement, grow your brand, and finish the year strong. Need help optimizing your content or refining your social media strategy?

Reach out today for a free consultation, and let’s get your business seen!

You can also contact me at [email protected] for a free 4-week content strategy template to get you started.