The Algorithm Effect | The Taku Newsletter Edition 7

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 Algorithms are powerful.

They influence what we see, who we discover, and how far our work travels. As independent filmmakers and storytellers, we live in a time where the algorithm plays the same role the box office once did: a digital gatekeeper for success.

In this week’s edition, I’m sharing my reflections and real experiences with social media algorithms, and how they affect visibility, engagement, and even income.

The New Age of Film Distribution

Today, exposure through social media can be just as impactful as a theater release. If I post my film on YouTube and it gets thousands of views, not only can I earn income, but I also gain an audience. That’s distribution. It’s free, global, and entirely dependent on how algorithms push or withhold content.

As someone building stories from scratch, this new system comes with both excitement and anxiety. Will the algorithm favor my work? Or will it bury it?

Let’s walk through my observations platform by platform:

TikTok

TikTok rewards new creators with a boost. I have fewer than 20 followers and often get around 400 views. But after a certain point, the views plateau. Old videos seem stuck forever. This encourages creators to post constantly, which favors short-form content over anything longer or more complex.

I also noticed that using popular music on the platform drives more views than using original sound. As a creator working on films or original concepts, this becomes a dilemma: do I sacrifice originality for reach?

For filmmakers, this platform is powerful for visibility, but to harness it, you need to speak the language of the algorithm.

YouTube

YouTube supports both long and short-form content. Shorts are heavily promoted, possibly due to rising competition, but longer videos still find a place.

What I love about YouTube is its long tail: older videos can resurface and go viral years later. As someone interested in releasing original work, this gives me hope. YouTube is also well-suited for film, especially now that many people watch on TV screens. It’s built for horizontal, cinematic experiences.

Though I’m still early in my journey with YouTube, I plan to continue experimenting and revisit this in a future newsletter.

Feel free to have a look at this playlist I created while testing out YouTube with my travel videos: https://www.youtube.com/playlist?list=PLAzw9sJp3Oq351L6rAvRMTtfXkxf1LAtV

Instagram

Instagram pushes short-form content too, but it feels more limited to your immediate followers unless hashtags are used effectively. For context, my follower range is in the 400s, and this is my experience. That said, I’ve seen real traction using hashtags and posting consistently.

Instagram is a great place to market visual projects such as posters, teasers, and behind-the-scenes images. It rewards aesthetic, high-quality content. For filmmakers like me, it can become a strong visual portfolio and marketing tool.

Facebook

Facebook reels operate similarly to Instagram (they’re both under Meta), but I’ve experienced slower growth. My public reel only had one engagement, which was likely because I haven’t posted consistently.

The key on Facebook, as with other platforms, is consistency. Post often enough, and the algorithm starts recognizing your content and who might appreciate it. Many creators earn from Facebook alone, so it's definitely a platform worth understanding and leveraging.

Beyond Social Media

Even streaming platforms like Netflix, HBO, Disney+, and Amazon Prime use algorithms to recommend content and shape viewer habits. As I build my creative empire, I dream of someday launching a platform that uses algorithms to connect people with the stories they need.

Final Thoughts

Understanding algorithms isn't just for influencers. For modern filmmakers, it’s essential. It’s how we gain visibility, test ideas, and build communities around our work.

The way we consume, perceive, and value media today is shaped by algorithms, and to succeed, we need to learn how to work with them.

That’s all for this week’s edition of the Taku Newsletter. Stay tuned for more as we continue exploring the unseen forces that shape the world of filmmaking.

It only gets better from here.

- Takudzwa Thulani

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