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Social Media Algorithm Updates: What Brands Need to Know

Humans are social animals, and with the rise of the internet and technology, social media has become an integral part of our lives. Social media runs on algorithms, and they play a vital role in the way brands engage with their audience in today’s fast-paced digital landscape.

These social media algorithms are building brand awareness and engagement today because they decide what content appears in consumers’ feeds. It is intended to present users with the most relevant content to their behavior. This encompasses previous interactions (such as comments or likes), content type (videos, images, etc.), and how timely or relevant a post is. Algorithms develop to enhance the user experience, and therefore they often alter the way brands engage with their social media strategies.

At Orion Digital, we understand how important it is for companies to stay up to date with these advancements in order to effectively adjust their approach. Here are some of the recent algorithm changes and advice for brands seeking to stay ahead of trends.

Major Algorithm Updates

Instagram: Engagement Over Everything

Instagram’s algorithm has recently been optimized for prioritizing posts that are able to encourage good and meaningful interactions. This involves direct messages and shared posts, as well as comments. Instagram further brings to light highly relevant and personalized content such as videos, Reels, and Stories. For brands, it’s important for them to create content that’s able to induce engagement. Rather than solely uploading promotional pieces, they need to focus on opening conversations or creating behind-the-scenes glimpses of their brand.

Facebook: Prioritizing Personal Connections

Facebook has also changed its algorithm, as now it tends to favor friends and family content over business posting. This renders it more challenging for brands to be seen through organic reach. Nonetheless, Facebook’s algorithm remains in favor of engagement-generated content that encourages user commentary or shares. Brands have fought back from this loss in organic reach through investment in sponsored advertisements, most especially those engaging the user to participate.

TikTok: Embrace Trends and Authenticity

TikTok’s algorithm is renowned for being extremely engagement-based. It lives and breathes trends and content that resonates on viral challenges or trending songs that can do very well at a very fast rate. The platform also loves original, natural content, providing opportunities for new creators (and brands) to go viral. For brands, it’s all about being real, jumping on trends, and producing content that’s natural-sounding and not too glossy.

LinkedIn: Content that Sparks Professional Conversations

LinkedIn’s algorithm, in contrast to other social media sites, favors content that inspires intelligent and professional conversation. It incentivizes content that generates discussion, conveys industry news, and ignites thought leadership. For professional and business-to-business brands, LinkedIn is the perfect place to build credibility and get involved in high-value conversations. Posting natively (articles or videos posted natively to LinkedIn) and responding to others’ posts will not help brands or people get seen.

How Brands Can Adapt

  • Engagement is King

On every platform, interaction has proven to be key to maximizing exposure. Rather than only concentrating on likes and shares, your brand should try to create substantive interaction with the audience. Responding to comments, asking questions in your post, and inviting your followers to start conversations will assist in maximizing your content’s spread.

  • Invest in Video Content

Video has long been a top priority for social media platforms, and short-form video content like Reels on Instagram and TikToks is at the top of the list. They are placed at the front and center, as they generate more engagement. For businesses, this translates into upping your video content game, whether it’s entertaining, informative, or behind-the-scenes videos.

  • Don’t Neglect Paid Ads

With organic reach decreasing on platforms such as Facebook, paid ads are becoming more and more critical to brands. It’s not sufficient to be dependent on free content only—paid social efforts ensure your posts reach a larger, more focused audience. Supplement your organic content with ads that drive engagement.

  • Leverage User-Generated Content

User-generated content is more important than ever. Users believe other users’ content more than content that is created by brands. Getting followers to share their experience of your brand or re-share their post provides a more real touch to your social media. This also increases engagement and creates a community around your brand.

The Road Ahead

Social media algorithms are constantly changing. With AI and machine learning contributing and playing a bigger role, we can anticipate even more targeted and personalized content delivery in the future. Keeping up with trends, experimenting with new content approaches, and having a fluid strategy will keep brands successful in this ever-changing environment.

At Orion Digital, we assist businesses in understanding and adapting to these changes so that they remain visible and connected to their audience. Through a commitment to meaningful engagement, the adoption of new content formats, and being agile, brands can still thrive even in the constantly changing landscape of social media algorithms.

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