Every day, we are influenced by an algorithm in the decisions and choices we make. They are ultimately there to try to help everyone to only see the content they are interested in. However, they can have an opposite effect by hiding content from users you follow because their content might not meet the criteria.

Rep. Alexandria Ocasio-Cortez stated in early 2019 her issues with algorithms which are not only seen in social media but control a variety of technical outcomes, stating: “Algorithms are still made by human beings… if you don’t fix the bias, then you are just automating the bias.” Because of this and their constant changing, an algorithm is a social media marketer’s worst nightmare.

As user behaviour is a constantly changing pattern, having an understanding and maintenance on how algorithms are changing is crucial for your social strategy. 

How does Algorithm changes affect me
How does Algorithm changes affect me (Image Source: Georgia de Loyz)

What are the Recent Changes to Facebook and Instagram?


Facebook Business Statistics - List of Social Media Sites

Facebook has been making major changes to their algorithms since February 2012, making it increasingly difficult for brands on the platform (and then again in 2016). 

Recently, they went public with their announcement of another algorithm change as Facebook prioritised content from family and friends of users for “meaningful interactions”, causing a further drop in the organic reach of content to below 2%.

How does Algorithm changes affect me

There are four main factors that affect how your content will perform on the platform:

  1. Inventory

This is the total stock of all content available to display on the News Feed.

  1. Signals

This is all the information that Facebook can gather about a piece of content. For example, the type, the publisher, its age, purpose, and more.

  1. Predictions

Predictions represent the behaviour of a user and how likely they are predicted to have a positive interaction with a content piece.

  1. Score

This is the final number awarded to a piece of content based on the likelihood the user will respond positively to it.

Being aware that Facebook is looking to share more “meaningful” content, now is the time to reevaluate your social media content strategy. This won’t beat the algorithm but will help you build better content to potential meet its standards.  


Instagram algorithm
Instagram algorithm

Rumours of an algorithm change spread across the community as businesses and creators found a drop in their organic reach and feedback from their existing following of not seeing their content when posted. 

Instagram then announced a change in its algorithm by stating: 

“To improve your experience, your feed will soon be ordered to show the moments we believe you will care about the most.

“The order of photos and videos in your feed will be based on the likelihood you’ll be interested in the content, your relationship with the person posting and the timeliness of the post. As we begin, we’re focusing on optimizing the order — all the posts will still be there, just in a different order.”

“This change makes it much harder for small businesses and start-ups starting on the platform to get their content in front of users and to build their following. Organic reach is affected by this change hinting towards Instagram pushing businesses to pay for their content to reach their audience. Communications consultant Ste Davies said regarding the changes: “The golden age for engagement is over and they will be ramping up monetisation from now on.”

There are ways to battle against the Instagram algorithm changes to help get your content on your audience’s device screens. 

Some of these are:

  • Consistent posting: This will improve the signal of your profile that you are a high-quality account and your content is more likely to reach your audience. 
  • Engage with your audience: Similar to the Facebook algorithm update, high engagement with your following such as likes or comments signifies to Instagram that you fall into a “family and friends” category to that user beating the algorithm.
  • Maintain a consistent theme: Are your audience regularly liking, commenting and saving your content? This signifies they enjoy the aesthetic of your account and you should maintain this consistent theme to appeal to them and stay above the algorithm. 
  • Know your best time to post: The new Instagram algorithm pays attention to when you post your content. By highlighting the best time to post for your account and when most of your audience is online, you have a better chance of increasing your reach, likes and followers. 

Taking time to figure out exactly how the different algorithms of these social platform works will help your chances of “beating” it and drive more engagement on your posts.

Here at ProfileTree, we recognise that companies need help. As a team familiar with the nuances of social media and digital marketing strategy, we are equipped to promote your brand and aid in its development. 

How Changes Differ Across Social Media Platforms

The dreaded question echoes through every marketer’s mind: “Will this algorithm change obliterate my social media efforts?” Fear not, intrepid social warriors! While algorithm updates are inevitable, understanding their platform-specific nuances can empower you to adapt and thrive. So, let’s dive into the algorithmic wilderness and explore how changes play out across different social media landscapes:


  • Prioritizing Friends and Family: The algorithm favors posts from close friends and family, pushing brand content further down the newsfeed. Focus on high-quality interactions, engaging comments, and relevant groups to boost organic reach.
  • Video Reigns Supreme: Facebook prioritizes video content, especially live video and short-form Reels. Consider incorporating engaging video formats into your strategy to stay ahead of the curve.
  • Groups Gain Spotlight: Facebook Groups are seeing increased visibility, providing an excellent platform for niche communities and targeted engagement. Build engaged communities within relevant groups to reach your ideal audience.


  • The Reel Deal: Instagram is heavily favoring Reels, the short-form video format. Experiment with creative Reels featuring product demos, behind-the-scenes glimpses, or user-generated content to gain traction.
  • Hashtags: Use with Precision: While still important, generic hashtags hold less power. Research platform-specific trending hashtags and relevant micro-communities to connect with your target audience effectively.
  • Carousel Carnage: Carousel posts (multiple images/videos in one post) might see reduced reach. Focus on captivating the first image and consider shorter, engaging content formats.


  • Real-Time Relevance: Twitter is all about breaking news and trending topics. Jump on trending conversations with valuable insights or humorous takes to gain wider visibility.
  • Conversation is Key: Engage in relevant discussions, reply to comments promptly, and host Twitter chats to build community and boost your profile.
  • Ephemeral Appeal: Twitter Fleets (disappearing tweets) offer a platform for spontaneous content and behind-the-scenes updates. Utilize Fleets for playful interactions and quick updates to keep your audience engaged.

Remember: These are just snapshots; changes are constant. Stay informed about platform-specific updates, monitor your analytics, and experiment with different content formats to discover what resonates with your audience in the evolving algorithmic landscape.

Bonus: Consider including real-world examples of brands successfully adapting their strategy to specific platform changes. This adds practical insights and shows your readers how to navigate the algorithmic terrain.

By understanding the intricacies of platform-specific changes, you can transform them from obstacles into opportunities for creative adaptation and social media success. So, arm yourself with knowledge, embrace the evolution, and watch your social media presence flourish in the ever-changing algorithmic jungle!

Content Chameleon: Adapting to Algorithm Shifts Across Formats

The dance between social media algorithms and content has become a complex tango, with different steps for each format. Fear not, content creators! Understanding how algorithm changes prioritize various types of content empowers you to craft strategies that resonate with your audience and defy algorithmic gravity. Let’s explore the terrain:

Video Takes the Spotlight:

Across platforms, video content is crowned king (or queen). Engaging videos, especially short-form formats like Reels and TikTok videos, see significant boosts in organic reach and engagement. Consider incorporating diverse video formats like tutorials, interviews, behind-the-scenes glimpses, or user-generated content to capture attention and ride the algorithmic wave.

Images Need Storytelling Power:

While pictures might be worth a thousand words, platforms are demanding more impactful narratives. Simply posting a beautiful image might not cut it anymore. Focus on captivating visuals that tell a story, evoke emotions, or spark curiosity. Utilize captions strategically to offer context, ask questions, and encourage interaction.

Text’s Transformation: Quality over Quantity:

The days of endless text walls are fading. Polished, concise copy with a clear value proposition or engaging storytelling remains valuable, but longer-form text posts might see reduced reach. Experiment with formats like infographics, listicles, or questions to break up text and increase engagement.

Live is Alive and Thriving:

The immediacy and authenticity of live video hold immense power. Platforms like Instagram Live and Facebook Live offer opportunities for real-time interactions, Q&A sessions, or product demos, fostering deeper connections and boosting organic reach. Consider incorporating live sessions into your strategy to add a personal touch and encourage active audience participation.

Community Content Climbs the Ladder:

User-generated content (UGC) is gaining traction. Platforms are prioritizing posts featuring real people using or enjoying your products or services. Encourage UGC by running contests, using branded hashtags, or featuring customer testimonials. This authenticity resonates with audiences and builds trust, giving your brand an organic boost.

Remember: Algorithm preferences are constantly evolving. Stay informed about platform-specific changes, monitor your analytics, and experiment with different formats to see what resonates with your audience in the ever-shifting landscape.

Social media algorithms are never static, and savvy marketers embrace this fact. So, let’s grab our digital compasses and explore the exciting new features and algorithm updates on the horizon:

TikTok’s “Discover” Page: Beyond the familiar “For You” feed, TikTok’s “Discover” page offers a curated selection of trending content and hashtags, potentially disrupting organic reach for smaller creators. Stay informed about trending topics and incorporate relevant hashtags strategically to increase your discoverability.

Instagram’s Reels Mania: The platform’s relentless focus on Reels shows no signs of slowing down. Experiment with diverse Reels formats like product demos, creative transitions, or user-generated challenges to capture attention and ride the algorithmic wave.

Livestreaming’s Evolving Landscape: Expect to see more interactive features like live shopping, gamified elements, and co-hosting capabilities across platforms. Utilize these features to host engaging live events, promote products, and foster deeper audience connections.

AI-Powered Personalization: Algorithms are becoming increasingly adept at tailoring content to individual users based on their viewing habits and preferences. Create diverse content that caters to different segments of your audience to ensure you reach the right eyes.

Focus on Building Communities: Platforms are emphasizing community features like groups, chats, and collaborative content creation. Participate actively in relevant communities, host discussions, and collaborate with other creators to build a loyal following.

Emphasis on Authenticity and Transparency: Users crave genuine connections and trust. Showcase the human side of your brand, share behind-the-scenes glimpses, and respond to comments actively to build trust and foster meaningful relationships.

Short-Form Content Reigns Supreme: Attention spans are shrinking, and platforms are prioritizing digestible, bite-sized content. Master the art of storytelling within snippets, utilize engaging visuals, and experiment with short-form video formats like Reels and TikTok videos to remain relevant.

The Rise of Ephemeral Content: Platforms like Instagram Stories and Snapchat continue to thrive, offering a space for spontaneous updates and playful interactions. Utilize these tools for flash sales, Q&A sessions, or exclusive “behind-the-scenes” content to add a sense of urgency and exclusivity.

Remember: These are just glimpses into the ever-evolving landscape. Stay vigilant about emerging trends, monitor platform announcements, and experiment with new features to adapt your strategy and stay ahead of the algorithmic curve.

Case Studies: Social Media Masters Conquering Algorithmic Shifts

Understanding how different brands adapt to algorithm changes can be your secret weapon in conquering the social media landscape. Let’s peek into the strategies of these real-world champions:

1. Buzzfeed Tasty on Facebook: With Facebook prioritizing video content, Tasty knew they had to adjust. They shifted their focus to short-form recipe videos, mastering the engaging “Tasty” style with catchy music and clear instructions. This move led to explosive growth, reaching millions of viewers and proving that adapting to platform preferences can work wonders.

2. The Little Bookshop on Instagram: When Instagram’s algorithm pushed down traditional photos, this independent bookstore embraced Reels. They created witty and educational book recommendations, author interviews, and literary quizzes, captivating a wider audience and driving both online and in-store sales. Their success shows that embracing new formats can unlock unexpected opportunities.

3. SmoothieBros on TikTok: With TikTok’s algorithm favoring trending sounds and engaging visuals, SmoothieBros jumped on board. They created fun and informative TikToks showcasing their unique smoothie recipes, health benefits, and behind-the-scenes footage. This approach resonated with the platform’s audience, boosting their follower count and brand awareness significantly.

4. Glossier on Twitter: Glossier understood the ephemeral nature of content on Twitter. They mastered the art of playful tweets, product teasers, and witty replies to comments, creating a sense of urgency and building a loyal community. This engagement-driven strategy kept them relevant and thriving in the fast-paced Twitter ecosystem.

5. Nike on YouTube: With YouTube emphasizing longer-form, high-quality content, Nike shifted their focus from short ads to captivating documentaries and athlete stories. They showcased inspiring journeys, product innovations, and the emotional connection with sports, building a brand narrative that resonated deeply with viewers. This proves that adapting to platform content preferences can lead to deeper audience connections and brand trust.

FAQ: Your Algorithmic Odyssey Starts Here!

Q: How often do social media algorithms change?

A: Algorithm updates can be frequent, sometimes subtle, and sometimes significant. Stay informed by following platform announcements, industry blogs, and social media experts.

Q: Will algorithm changes kill my social media strategy?

A: Not necessarily! Adapting your approach based on changes can unlock new opportunities. Embrace experimentation, learn from successful case studies, and keep your content fresh and relevant.

Q: How can I optimize my content for both social media and SEO?

A: Focus on high-quality, engaging content, incorporate relevant keywords and hashtags, utilize cross-promotion strategies, and track your performance across both platforms to refine your approach.

Q: What are some resources to stay informed about algorithm changes?

A: Follow social media platforms’ official blogs, subscribe to industry publications, and connect with social media marketing communities for the latest updates and insights.

Q: Where can I find more case studies of brands adapting to algorithm changes?

A: Check out marketing blogs, social media communities, and influencer platforms for inspiration from brands successfully navigating the algorithmic landscape.

Conclusion: Embrace the Change, Thrive in the Algorithm Age

The world of social media is not a static landscape; it’s a dynamic ecosystem powered by ever-evolving algorithms. The key to success in this exciting space lies not in fearing change, but in embracing it. By understanding how algorithms work, adapting your strategy to emerging trends, and crafting content that resonates with both audiences and search engines, you can not only survive the algorithmic dance, but thrive in it.

Remember, the power to conquer the social media terrain rests within your creative spirit and your willingness to adapt. So, equip yourself with knowledge, unleash your creativity, and embark on your algorithmic odyssey with confidence. Together, let’s navigate the ever-changing digital landscape and build thriving online communities that connect, inspire, and make a difference in the world.

Contact us today to see some of our solutions to create social media growth in your company today.

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