February 12, 2025
Another week, another algorithm shake-up. If your engagement has dropped or your content is disappearing into the void, it’s not you. It’s the platforms. AI is tightening its grip, engagement metrics are shifting, and the old tricks won’t cut it anymore. Here’s what has changed.
Facebook is where AI is calling the shots
Facebook’s latest algorithm updates are all about AI-driven personalisation. The platform now heavily analyses user behaviour to tailor feeds, prioritising content that aligns with individual preferences (Hootsuite, 2025).
Key changes:
- Posts that generate meaningful interactions (comments, shares) are pushed further. Engagement-baiting will not work (Hootsuite, 2025).
- Content from Groups and Events is given priority over business pages (StoryChief, 2025).
- Users now have more control over their feed, with tools like “Show More” and “Hide Post” influencing what they see (Vistasocial, 2025).
Our advice
- Start testing polls, quizzes, and live videos to drive engagement. In fact, these types of posts see a 30% higher engagement rate than static posts according to Hootsuite
- Active participation in Facebook Groups will increase visibility. We know 86% of marketers report that Facebook Groups drive higher engagement than business pages. But do keep an eye on mass marketing principles. Don’t get lost in a tiny niche. Use Groups but keep the brand top of mind for the wider audience.
- Accept reality. Organic reach is still shrinking. Paid campaigns remain necessary.
Shift focus from broadcasting messages to sparking conversations. If engagement is the metric, let the audience do the work for you.
Instagram, where originality and engagement above all
Instagram’s Ai is prioritising original content over reposts, and engagement signals like saves and shares now carry more weight than likes (Attractive Web Solutions, 2025).
Key changes:
- The Reels algorithm has been fine-tuned to push high-quality, original videos (Vistasocial, 2025).
- Captions now play a bigger role in Instagram SEO, helping content surface on search and Explore (StoryChief, 2025).
- Consistency matters: Accounts that post frequently are rewarded with increased visibility (Vistasocial, 2025).
Our advice
- Prioritise Reels as this format gets the most algorithmic support. Reels account for 50% of the time spent on Instagram, making them the most engaging format on the platform
- Use keywords in captions as social SEO is becoming a bigger factor
- Note that inconsistent posting leads to a drop in visibility (Vistasocial, 2025).
It is worth noting that Instagram has 2 billion monthly active Reels users**, with 900 million regularly engaging with ads[8].
The 50%+ of time spent on Reels (OnlySocial) makes it clear: short-form video dominates. But the mistake brands make? Jumping on trends without differentiation.
Reels aren’t about 10-second gimmicks; they’re about building brand memory in short bursts. Characters and storytelling matter. The brands that own visual motifs (think the Duolingo owl, or Ryanair’s social team) win big on Reels.
New content on TikTok can still win big
TikTok remains the most unpredictable platform, with the For You Page (FYP) algorithm continuing to push new content to a broad audience, regardless of follower count (Creative Boom, 2025).
Key changes:
- Watch time is the primary ranking factor. If users don’t stick around, TikTok won’t push the content (Vistasocial, 2025).
- Live shopping and product tagging are being prioritised, as TikTok doubles down on social commerce (Attractive Web Solutions, 2025).
Our advice
- Use trending sounds and formats quickly because TikTok rewards early adopters
- Live shopping is a growing opportunity keep on testing and learning
- Hook viewers in the first three seconds or lose them
Brands still obsess over “going viral”, but 68% of TikTok users discover brands organically (Metricool). The better approach? Become part of the conversation, not an interruption. TikTok works because it plays with perception. It makes ads feel less like ads.
So, be distinctive, not just disruptive. TikTok’s algorithm loves brands that act like creators rather than brands.
Early engagement on LinkedIn is critical
LinkedIn is categorising content into three levels: spam, low-quality, or high-quality (StoryChief, 2025). Only high-quality posts gain reach, and early engagement within the first hour determines whether LinkedIn will push content further
Key Changes:
- Content tailored to user interests, connections, and followed hashtags is being prioritised
- The first 60 minutes after posting is crucial for engagement
Our advice
- Write well-structured, valuable posts. No vague updates. Insightful content wins
- Encourage interactions immediately after posting
- Topic relevance matters more than ever
The “golden hour” rule on LinkedIn proves what we already knew, content momentum matters. But most brands fail here because they think of LinkedIn as a static posting platform rather than a real-time engagement machine.
Don’t just post. Plan the first-hour engagement. Get employees, partners, and insiders to comment early. It’s not manipulation, it’s momentum.
It’s also worth noting
- AI-driven personalisation is increasing across all platforms (Hootsuite, 2025).
- Engagement signals like comments, shares, and saves now matter more than passive likes (Vistasocial, 2025).
- Short-form video continues to dominate. I know we keep saying it but here it is again, Reels, TikToks, and Shorts get priority (Attractive Web Solutions, 2025).
- Social SEO is becoming a major factor. It’s time to ensure keywords in captions, hashtags, and descriptions are critical (StoryChief, 2025).
- Originality wins. low-effort content and reposts are being deprioritised (Creative Boom, 2025).
The landscape is shifting fast. Adapt quickly or disappear from feeds.
Want a strategy that keeps your brand ahead? Let’s talk.