Social Media

Social Media For Financial Advisors: Everything You Need to Know About Algorithms in 2021

Given that there are almost 3.8 billion users on social media, a strong social media presence is a crucial part of any marketing strategy. But in order to get the most out of what you are posting and how you are engaging with others, it’s important that you understand algorithms and how they work. In fact, in 2021, 80 percent of marketers say that their top strategy is to increase engagement across all their social channels. So, we’re going to dive into how to read the algorithms on five of the biggest social platforms out there so that you can best capitalize on your social media marketing.

What Is An Algorithm?

Social media gives you the opportunity to engage with other like-minded individuals and businesses and ultimately can help you to drive traffic to your site. But, how do you know that the content you are posting is actually being seen? This is where you need to understand how social media algorithms work.

Simply put, they are a way of sorting posts in a users’ feed determined by relevancy versus publish time. So, social media platforms give precedence to which content a user sees in their social media feed first by the probability that they will actually want to see it.

Algorithms by Platform

Algorithms vary by platform, so we’re going to break down each for you so that you can better understand how the individual platforms work so you can boost engagement and start getting more eyes on your posts.


In terms of users, Facebook still remains king with 2.8 billion monthly users and 1.84 billion daily active users. Since there is so much noise to cut through on Facebook, it can be difficult to get the type of organic reach that you want with a business page. However, there are ways that business-related content can make it into users’ organic social media feeds without utilizing a business page to post content.

Facebook post recommendation

Even from your personal account, you can ask business-related questions and build up relationships and Facebook friendships without even using a business page.

How Algorithms Work on Facebook:

  • It heavily prioritizes content from people that you regularly interact with and content that sparks engagement between users
  • Friends and family members are prioritized over posts from businesses
  • It prompts engagement between users within the comments on videos and publisher posts

2021 Algorithm Updates

  • Posts that are in Groups and Events will be prioritized since these are “the two biggest reasons that people visit Facebook every day.”
  • When it comes to using hashtags, Facebook has implemented recommended tag listings for when writing a post. This will be a great way to broaden your reach so that your posts can be seen by more people.

How to Succeed on Facebook this Year:

When you composing a post, ensure that you have set it to “public” so that more people can see it. And make sure that said post inspires engagement where people have to answer a question with a lengthier answer. Facebook video is going to be a big part of your algorithm success, so ensure that you are making use of this awesome feature.


With Twitter’s algorithm, they rank and prioritize tweets based on what you think they might want to see. And getting retweets is one of the best ways to increase your reach and algorithm. Creating highly visual content is a great way to expand your reach, as well.


Justin Castelli is incredibly active on Twitter and really engages with others and posts meaningful content. He uses infographics and images to add more to his tweets and this is a great way to get more engagement, therefore furthering along your algorithms so that you can continue to reach more people.

When it comes to ranking higher, these components play a large role in determining where your content stacks up against others.

  • How many Retweets, clicks, favorites, and impressions your tweet has received
  • The tweet’s engagement relative to other tweets from the same user
  • How often people engage with the author of the tweet
  • The type of media the tweet includes and what users tend to engage with

2021 Algorithm Updates:

Twitter will continue to prioritize tweets with higher engagement and recent tweets, so the frequency of posts that you put out will still matter. Some other factors that have increased engagement are:

  • Tweets that contain up to two hashtags and 100 characters
  • Tweets contain an image link
  • If you ask your followers to retweet something

How to Succeed on Twitter this Year:

You might be asking yourself, “how often should I be tweeting?” Well, according to Twitter, you should be tweeting 2-8 times per day in order to achieve the best results while utilizing as many characters as you can. Post content that boosts engagement with polls or by asking questions that really get people thinking and will provide meaningful answers.


Just like the other platforms, LinkedIn’s algorithm has two main goals:

  • To prioritize relevant content
  • To promote engagement

Videos are still going to be an important part of your content and your algorithms, however, they don’t have quite as much pull as they did before. In order to get prioritized, the video needs to get good engagement first. LinkedIn started a trend in 2019, where huge influencers will not have quite as much pull in order to help people with less of a following to show up in others’ feeds.

How to Succeed on LinkedIn this Year:

Rather than just posting the business page, you should utilize business owners’ and employees’ profiles instead and consistently post different types of content, such as:

  • Text
  • Images
  • Video

As mentioned above, consistency is key, and while once a week is a great place to start, if you can work up to one post a day, that would be the most beneficial for your algorithms.

Like the other platforms, posting content that really spurs engagement and sparks strong conversation is key to boosting engagement and allowing LinkedIn to prioritize your content.


Did you know that an estimated 71% of businesses are on Instagram? If your firm isn’t on this platform, then now is the time, and if you are, then it’s time to up your game! What’s more, is that there are 1.074 billion Instagram users worldwide in 2021, so how do you ensure that your content is being seen? Read on to find out more about how the algorithms of Instagram work.

How Algorithms Work on Instagram:

  • Instagram prioritizes posts with the highest number of likes
  • It prioritizes very recent posts
  • It prioritizes posts from profiles that the user engages typically with
  • Hashtags that the user usually follows makes a big difference
  • It sometimes shows posts with great engagement from a profile and using hashtags that the user does not follow

Some Tips to Keep in Mind Are:

  • Publish consistent Instagram stories
  • Publish more video content
  • Use Instagram Live
  • Create captivating captions
  • Utilize relevant hashtags
  • Post during peak hours, which is generally 11 am-1 pm and 7 pm-9 pm.

It may be worth your while to use Reels, as some accounts have really exploded since using this feature.


At Twenty Over Ten, we love YouTube, as it’s been a great way to connect with others looking for like-minded content in the financial space. In fact, 73% of all adults in the United States use YouTube, so there is ample opportunity to get eyes on your content. When it comes to the algorithm on this platform, YouTube can be a bit trickier than the others that we have mentioned. And one that we all know, is that after watching a video, you will be shown a video that is related to that topic or one by the same creator.

How Algorithms Work on YouTube:

  • It will recommend content that is related to what you previously watched and by the same content creator
  • Even a video is viral, it will be recommended to you, even if it’s not similar to previously watched videos

When it comes to your subscribers, the relationship that you have with them will be more important than how many that you have, so ensure that they understand the type of content that you post on your channel.

WealthKeel, LLC

Chad Chubb CFP®, CSLP® of WealthKeel, LLC does a great job of upkeeping their YouTube site with descriptions, thumbnails and consistent posting with relevant content pertinent to their niche.

How to Succeed on YouTube this Year:

Ask your followers to hit the like button or to comment about one to two minutes into your video, as this is a great way to increase engagement. Ensure that all of your videos are SEO optimized and make sure you are posting consistently so that your content reaches the top of subscription feeds.

People are busy and don’t have a lot of free time, so get straight to the point in your videos. Don’t ramble or this will increase your bounce rate. Don’t forget to use other channels in order to increase engagement. So, posting your videos on your other platforms or including them in your email marketing is a huge plus.

Wrapping It Up

Engagement is so important, as it’s not just about posting your content and letting it sit. You need to be interacting with others so that you can get prioritized and boost your algorithms, showing up in other peoples’ feeds. In 2021, we continue to move forward and connect virtually, even though the world is slowly returning to normal, so in order to stand out, make sure you are utilizing these tips so that you can connect with others and start to show up more and more in your audience’s social feed.

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About the author

Blair Kelly

Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.