Today adapt to the algorithm of each social network to develop marketing strategies and actions It is such a widespread practice that it seems obvious.
But, if we think about it, until the early 2000s, social networks were simple sharing platforms, completely in the hands of the initiative (even naive) of users: essentially an evolution of chats in a more visual way. On Instagram, people only posted their own photos e on Facebook they were looking for old high school friends.
Then, being in fact shop windows, it took little time before they became powerful digital marketing, information and community building tools. A means of communication that has managed to influence the mass culture, the media, the forms of advertising narrative and the way of doing business around the world.
Virtually every business and institution eventually migrates to a social page. And often sees direct benefits from it.
Meanwhile, over the years, many have been collected technical and personal data, in increasingly varied and elaborate ways. Data that is used to interpret people's responses to tools, to content, and therefore to recommend them. This is how algorithms have gradually been structured. Dynamic algorithms that right now with the rise ofartificial intelligence they try to reproduce people's perception and integrate into interactions by questioning the concept of authenticity.
Content index
How the social Meta algorithm changes
Meta's social algorithm in 2025 gives even greater priority to content that generates meaningful discussions. So, as much as before, user interaction is crucial. It's not enough to get quick likes and have lots of followers who don't interact. So long comments, direct sharing e Instagram Stories Replies They boost a page's ranking more than the number of followers.
This obviously very often risks flattening the contents. In fact many pages give in to the temptations offered by clickbait.
But at the same time, features that allow you to create quality content are growing.
Then a you can try to ride the Meta social algorithm without triggering sterile discussions and without making rot the brain of your users feeding them digital food that is easy and passive to consume.
The new features of Instagram and Facebook
Meta's social algorithm often favors questionable content. At the same time, however, the platforms themselves provide new tools and have improved existing ones to the creation of consistent narratives:
- I Reels Instagram videos can be edited with advanced editing tools and multiple audio tracks.
- The new functionality Movie Gen allows you to create videos using AI.
- You can reset the algorithm's recommendations for customize your feed.
- The carousels are expanded up to 20 images and videos.
- Featured Stories they can be reorganized into dedicated sections.
- There are the Digital twins of influencers.
- The are born Facebook Local and Explore sections, which help reach local communities and specific interests.
So these social networks on the one hand encourage us to tell stories consistently and with a greater degree of expression and detail. The important thing is to stimulate interactions and reactions. The problem is that the same importance is also given to avatar AI.
Together with theintroduction of digital twins the situation risks becoming worrying. On paper, the intention seems to be to use artificial intelligence as a support. But the risk that people will not be able to distinguish the difference is high and must be seriously taken into account.
TikTok's algorithm favors the technical quality of videos more
TikTok continues to reward content that captures attention in the first three seconds. However, it seems that the algorithm of this apparently superficial social network favors the technical quality of videos more than others. You can generate valuable content and see it rewarded, as long as you manage to use impact, immediacy and ride the trend.
So here too the choice is up to us: we can decide to fall into trash or to be creative, also helping ourselves with the support of AI tools.
LinkedIn Drives Engagement and Introduces Short Videos
In fact, LinkedIn is simpler than other social networks. The clear goal is to encourage useful discussions between professionals. And its algorithm works like this, giving priority to:
- to posts that offer practical insights,
- for career advice or industry knowledge,
- to in-depth comments and sharing accompanied by personal opinions.
But today LinkedIn is also introducing short videos and integrates tools artificial intelligence that suggest effective posts and detailed performance analysis. How will these innovations change the social algorithm over time?
YouTube Veteran Evolves Shorts But Still Rewards Long-form Content
Although YouTube was not born as a social network, it became one as soon as it introduced comments and the creation of increasingly customizable profiles. Today it continues to evolve. The YouTube algorithm today rewards content that maintains a high viewing time and generates comments and shares. Educational and in-depth videos receive special attention, valuing creators who offer quality content.
In this sense it acts as a counterpoint to the shortening of content on social media. At the same time, however, it continues to develop the use of Shorts. In fact is testing in the android app a new function represented by the “ buttonPlay Something”, which allows you to zap.
Of course too YouTube integrates AI. In fact, it has recently introduced the Dream Track functionality, which allows you to rework musical pieces or create collaborations with synthesized voices.
Social X algorithm favors user experience and conversions
X, the former Twitter wanted by Elon Musk, combines social networking, E-commerce and financial services. The algorithm favors UX optimization, privileging contents and methods that stimulate significant interactions but above all direct conversions, then:
- advanced surveys,
- direct purchases,
- integrations with digital wallets.
X also integrates AI, but it does so mainly with analysis tools.
Strategies, objectives and perspectives
Social media algorithms, including integrated AI tools, are clearly moving in the direction of Customizationand Consistency of publication,User interaction and then of the creating a community. These factors will always matter in the social media market.
In this perspective, therefore, we have a general direction, from which we can develop strategies. Specifically, we must make compromises with the language of each social network and adapt to its algorithm. But, at the same time, as in every market, proposals can be made that influence it.
Ultimately, social media algorithms, even if they direct users more than search engine algorithms, as they are very influenced by the users' responses: if a suggestion is reported, the algorithm will no longer propose it and will change direction; if a content is spam or of little value, maybe it can have a peak of visibility for the criticisms in the comments, but brings nothing concrete to the page over time (unless you voluntarily devote yourself to trash). So it is still worth working with quality and consistency, because they make you grow gradually and steadily.
However, the massive integration of artificial intelligence, the strengthening of digital monarchies and the exclusion of fact-checking from Facebook The cards on the table are already changing radically: what will happen? How will interactions change? How and to what extent will the very concept of authenticity of interactions be questioned? And how much will the truth be distorted?
