How social media algorithms work and what coffee shop owners need to know

If you run a coffee shop, you already know the pattern. One post gets good traction, the next disappears without a trace. You might wonder if it was the caption, the timing, or the format. The truth is simpler. Social media feeds are run by algorithms. These algorithms are built to serve the platform, not your café, and that is why results feel random.

How social media algorithms actually work

Social media algorithms are machine learning systems. They collect billions of signals every day: likes, shares, comments, how long someone watches a video, and even how often they use the app. The system uses that data to predict what will keep people scrolling. Posts that hold attention get promoted. Posts that do not are buried. That is why a strong piece of content can still fail. The decision has nothing to do with the quality of your coffee or the effort you put into the post.

Social media is not free

Many owners hand social media to a younger staff member or an intern. The idea is that it belongs to a younger generation, so the box is ticked. But social media is not free. That intern costs money. Paid promotions cost money. And these days, it is unlikely your content will even reach people without boosting it. Unlike your supplier contracts, there is no guarantee of return. You can spend steadily and still end up with little to show for it.

Think about your green bean supplier

Think about your green bean supplier. If they suddenly delivered inferior beans, you would take action immediately. You would demand answers, renegotiate, or switch suppliers. Yet when social media delivers inferior results, most cafés accept it as normal. They keep spending because the industry assumes social media is essential. But if you would never tolerate inconsistency in your beans, why accept it in your marketing?

What coffee shops should do instead

Social media can still be useful, but it should not sit at the center of your marketing. Use it for discovery, but guide people toward channels you control. That might include:

• Collecting email addresses from regulars and running a newsletter
• Hosting events that create word of mouth in your local community
• Building direct groups with loyal customers through WhatsApp or SMSThese channels give you more certainty. They do not depend on rules you will never see and cannot influence.

Treat social media as a side channel

Social media algorithms are designed to keep you guessing. They serve the platform first, not your café. Treat social media as a side channel, not the foundation. Build the real foundation on the connections you can own and control.

FAQ

What is a social media algorithm?

It is a system that decides what content appears in your feed based on predictions of what will keep you engaged.

Why do some posts perform and others fail?

Because algorithms prioritize content that holds attention, not necessarily content that is high quality or relevant to your business.

Is social media still worth it for coffee shops?

Yes, but only as a discovery tool. It should not be the core of your marketing.

What is more reliable than social media?

Email, SMS, and direct community building give you consistent access to your audience without depending on an algorithm.