The Social Scene

LILLY DELMAGE unlocks social media secrets & shares expert tips to help boost the online profile of your business

Understanding algorithms

Jessica White

You may have heard the term ‘algorithm’, but what does it actually mean? Scratch Stars Social Media Star of the Year 2025, Jessica White of @jessicawhitenailartist, says: “Social media algorithms are essentially systems that decide what content gets shown to which users.”

“Think of the algorithm as a behind-the-scenes matchmaker,” adds Zoya Mac, Scratch Stars Shooting Star of the Year finalist 2025 & nail brand content creator. “It’s constantly learning what each user likes to see, as well as what content they scroll past.”

Zoya Mac

“The goal of an algorithm is to keep users on the social media app for as long as possible, by showing them content they’re most likely to enjoy and interact with, based on their previous activity,” Jessica concludes.

Getting on the ‘good side’ of algorithms

Zoya Mac shares her tips: “Create content that your audience wants to see, and that you enjoy making. This could be behind-the-scenes clips, simple tutorials, photo carousels of your weekly nail work or an insight into your workday.

“You don’t have to post daily, but try to be consistent. Even posting once or twice a week makes a difference – and this can be via Instagram reels, carousels, stories and interacting with others, such as through comments and direct messages. Algorithms love activity.”

Things to avoid

Zoya Mac shares her biggest ‘no-go’ when posting on social media: “Don’t copy and paste the same collection of hashtags for every post, as this can make your content look like spam to the algorithm. Instead, mix up your hashtags to keep posts fresh and relevant.”

The content creator shares that the optimal way to use hashtags is with a ‘quality over quantity’ mentality. She comments: “Use eight to 10 hashtags that fit your your design, location and service – such as #vacationnails, #[your location]nails and #gelpolishnailart. If you’ve got under 10k followers, skip hashtags that are used in millions of posts, as they’re too saturated. Aim for hashtags with 10k to 400k uses to give your posts a better chance of being seen.”

Jessica White shares her tips: “Avoid re-uploading content with visible watermarks, such as from TikTok to Instagram, and try not to delete and repost content that doesn’t perform instantly, as this can negatively impact your reach.”

“Create content that your audience wants to see, and that you enjoy making. This could be behind-the-scenes clips, simple tutorials, photo carousels of your weekly nail work or an insight into your workday.”

TikTok and Instagram algorithms – what are the differences?

“TikTok is all about content, not followers,” shares Zoya Mac. “A good video can go viral with zero followers, as long as it grabs attention quickly, whereas Instagram is more focused on relationships.”

This is a sentiment shared by Jessica White, who explains: “TikTok is interest-based, meaning it’s more likely to show your content to people who don’t follow you, but have interacted with similar posts. Instagram is relationship-based, so rewards creators who build trust and connections with their audience through regular engagement, direct messages and stories. Both platforms favour high watch times and strong engagement, but TikTok tends to reward fast-paced, trend-led content more.”

The overarching rule to live by, according to Zoya, is: “For TikTok: hook viewers in early. For Instagram: build loyalty to encourage a returning audience.”

“Social media growth isn’t about luck; it’s about strategy. When you understand what the platform wants from you and how to stay consistent, it becomes much easier to build momentum.”

Jessica White promoting her Instagram Growth Accelerator course. Scan the QR code to find out more.

The TikTok tiered system

Information has been circulating online about tiers used by the TikTok algorithm. While not confirmed by TikTok, discussion suggests that the platform evaluates its content using a points-based engagement system. The platform supposedly assigns a number of points to different engagement actions:

• Like: 1 point.

• Comment: 2 points.

• Share: 3 points.

• Watching to completion: 4 points.

• Rewatching: 5 points.

When content is posted, it is suggested that the platform presents this to a test audience. For content to progress, it must gain over a certain number of points to be pushed to further audiences. This indicates that content which is shared and watched fully is most likely to be picked up by the algorithm and elevated.

An Instagram reel by Zoya offers a solution to a common nail tech challenge to encourage engagement.

While this information is unconfirmed, Jessica White emphasises the importance of early engagement: “The first hour after you post is crucial. If your content gets strong engagement quickly, the algorithm is more likely to push it further. Think of it as going to a test group: if the test is good, your post has a better chance of a wider reach. This is why encouraging saves, shares and conversations early on is so powerful.”

Scan for an example of a short video by Jessica, encouraging rewatches.

Zoya Mac shares advice for creating content that is likely to attract engagement within this critical period. “Ask an ‘easy to answer’ question in your caption and post something relatable to encourage sharing,” she says. “Also, don’t just post and disappear – stick around to reply to comments, engage with other accounts and boost your chances of being seen.”

Shorter videos may be beneficial for engagement, as it is more likely that users will watch the entire video. Additionally, add text on screen with a call to action, to remind users to engage.

Authenticity over algorithm

Zoya concludes by sharing her top tip: “Don’t chase the algorithm; instead, connect with your people. Post content that your dream clients or favourite brands, depending on your target audience, would stop and watch. Also don’t be afraid to show you, your hands, your face and your workspace.

“Think about it: if you were booking a treatment with a new beauty therapist, wouldn’t it be nice to know what the pro looks like, sounds like and where you’ll be sitting? Your future client is probably feeling the same. The algorithm pushes content that people enjoy, so make it real, useful and personable.”

Jessica adds: “Social media growth isn’t about luck; it’s about strategy. When you understand what the platform wants from you and how to stay consistent, it becomes much easier to build momentum. I always say: ‘treat your social media accounts like part of your business plan, not just a place to post pretty nails’.”