Social media algorithms control what people see and how brands perform online. For businesses, keeping up with these constantly changing systems is crucial to staying visible and connected with their audience. This past year, big platforms like Instagram and TikTok have made major changes that require brands to shift their strategies to stay relevant.

Social Media Algorithms Changes Over 2024

Throughout 2024, social media platforms have undergone significant algorithm updates, each aiming to create more personalised, engaging experiences for users. These changes have altered how content is ranked, which posts get the most visibility, and how brands can interact with their audiences. Understanding these shifts is critical for brands that want to stay relevant and maintain high engagement.

What These Changes Mean for Brands?

With these algorithm shifts, one thing is clear: brands can no longer rely on the old playbook. It’s no longer enough to simply post and hope for the best. Platforms like Instagram, Facebook, and TikTok are increasingly demanding that brands foster genuine engagement, build communities, and adapt quickly to new trends.

As Inigo Rivero, Managing Director at House of Marketers, puts it: “These algorithmic changes are a wake-up call for brands relying solely on traditional platforms. Staying agile and adaptable is crucial, and those who want to continue thriving must be ready to evolve. To stay on top with organic content, your approach must be outside of the box.”

Instagram’s Shift – Prioritising Shares Over Follows

Instagram, known for its visual content, has shifted its algorithm in a big way. It’s no longer just about how many followers or likes a post gets. Now, Instagram cares more about how people interact with content—especially how often they share it through direct messages, a key metric called “sends per reach.”

Adam Mosseri, Head of Product at Instagram, explained this new direction: “We’re trying to be a place where people can be creative, but in a way that brings people together. We want users to discover things they want to share with their friends, not just scroll through and consume content passively.”

Facebook’s Community Focus

Over at Facebook, the shift toward meaningful engagement continues to evolve. The platform’s latest updates reduce the visibility of low-quality or clickbait content, instead favouring posts that generate thoughtful interactions. Brands that engage users through comments, shares, and responses—rather than solely posting for likes—are seeing better results.

More than ever, Facebook Groups have become a focal point of community engagement. Content posted within groups is getting a boost, as the platform enhances algorithms that promote community-driven interactions. For advertisers, Facebook’s refined ad algorithms offer enhanced targeting options, ensuring that brands can reach the right audience while cutting down on wasted ad spend. This is a critical evolution as more brands turn to paid strategies to maintain reach in an increasingly competitive space.

TikTok’s Personalisation Power

TikTok, the platform that seemingly rose from nowhere to dominate the social media landscape, continues to refine its most famous feature: the For You Page (FYP). At its core, TikTok’s success lies in its ability to deliver personalised content that feels uncannily attuned to individual users’ tastes. The FYP, with its AI-powered recommendations, has become one of the most sophisticated tools for content discovery.

In recent updates, TikTok has expanded the variety of content it promotes. While viral dance challenges and short skits once dominated the platform, the algorithm now encourages a broader range of content types, allowing brands from diverse sectors—fashion, beauty, finance, and even education—to find their place on users’ feeds. TikTok’s engagement rates are 5x higher than other social media platforms.

For marketers, this means diversifying content strategies to tap into this personalization power. High-quality, engaging content is key, but so is variety. Brands that experiment with different formats—from short, snappy videos to more in-depth, storytelling-driven pieces—stand a better chance of capturing TikTok’s attention and, more importantly, their audience’s.

Staying Ahead: Strategies for Brands

So, what can brands do to stay ahead in this rapidly shifting environment? Here are a few key strategies:

Create Shareable Content
With Instagram’s focus on sends per reach, content that people want to share privately with friends will perform better. Whether it’s funny, shocking, or deeply informative, think about what makes your audience say, “I need to send this to someone.”
Engage Meaningfully
Platforms like Facebook and Instagram are rewarding posts that generate real engagement. Encourage your audience to comment and share their thoughts. Host discussions, ask questions, and reply to your followers to foster that interaction.
Experiment with Content Formats
Don’t limit yourself to one type of content. TikTok’s push for diversity in content formats means you can experiment with both short and long-form videos, tutorials, behind-the-scenes clips, and more. Keep your audience guessing—and engaged.
Leverage Communities
As Facebook boosts content from groups, brands should consider creating or participating in niche communities where they can directly engage with dedicated audiences.
Stay Updated
Social media algorithms are always changing, and staying on top of these shifts is essential. Keep an eye on platform updates, follow industry news, and adjust your strategy accordingly to ensure your brand remains competitive.

What’s Next?

As social media keeps evolving, even more changes are on the horizon. Augmented reality (AR) and artificial intelligence (AI) are likely going to play a bigger role in how people discover and interact with content.

For brands, the main takeaway is simple: adaptability is key. The ones that keep trying new things, stay up to date with trends, and genuinely connect with their audience won’t just keep up—they’ll thrive.