THE ROLE OF SOCIAL MEDIA ALGORITHMS IN SHAPING BRAND VISIBILITY AND CUSTOMER ENGAGEMENT

Annotatsiya

The rapid expansion of social media platforms has fundamentally transformed digital marketing strategies. Central to this transformation are algorithmic systems that determine content visibility and influence user interaction patterns. This paper examines the role of social media algorithms in shaping brand visibility and customer engagement. It analyzes how algorithmic filtering, personalization, and engagement-based ranking systems affect content distribution, audience reach, and consumer behavior. The study highlights the opportunities algorithms create for targeted marketing while also addressing challenges such as reduced organic reach, content saturation, and algorithm dependency. The findings suggest that understanding algorithmic logic is essential for brands seeking sustainable digital growth and meaningful customer relationships