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Social Media Algorithms in 2025: What’s Changed and What Still Works

Social media is constantly evolving, and 2025 is no different. Just when you think you’ve cracked the code, the algorithm changes again. If you’re running a business or trying to grow a brand online, understanding how social platforms work behind the scenes is key to reaching your audience.

So, what’s new this year? And what strategies still deliver results despite all the changes?

Let’s break it down.

What’s Changed in 2025?

1. More Focus on Relevance Than Recency

In the past, posting at the right time helped your content land higher in the feed. Now, platforms are prioritising relevance. That means your content is judged based on how well it matches a user’s interests, not just when it was posted.

Algorithms are using smarter data to predict what users will want to engage with. It’s all about keeping people scrolling. So content that feels personal or highly engaging wins, even if it wasn’t posted five minutes ago.

2. Video Still Dominates

Short-form video continues to rule on platforms like Instagram Reels, TikTok and YouTube Shorts. If your strategy doesn’t include video in 2025, you’re missing out on reach. Even LinkedIn and Threads are seeing a rise in visual content over plain text.

The shift? Platforms now prefer native videos. That means uploading directly rather than cross-posting from another app. It keeps users on the platform longer, which is exactly what the algorithm wants.

3. More Importance on Saves and Shares

Likes still count, but they’re no longer the most important signal. Saves, shares and comments now carry more weight. These are seen as stronger indicators that someone found your content valuable or entertaining. If you can get people to share your post or save it for later, the algorithm takes notice.

4. AI-Powered Content Recognition

Yes, even the algorithm has gone AI. Platforms are now using machine learning to “read” your captions, analyse your visuals and assess how your content fits into larger trends. Hashtags are still useful, but the algorithm is also looking at overall context and content type.

What Still Works in 2025?

Authenticity

Users still crave real, honest content. Whether it’s behind-the-scenes photos, genuine customer stories or light-hearted videos, staying true to your brand voice continues to build trust and engagement.

Consistency

You don’t need to post every day, but showing up regularly keeps your account in good standing with the algorithm. It signals that you’re active, reliable and worth showing to others.

Community Engagement

Responding to comments, messaging followers and interacting with other accounts all help boost your visibility. Outbound engagement is just as important as the content you post.

Make the Algorithm Work for You

Staying up to date with these changes can feel like a full-time job. That’s why many businesses turn to professionals to manage it all. If you’re looking for expert help with social media management Marlow, we can support you with tailored strategies that align with the latest trends and algorithm shifts.

Visit Social Buzzing to find out how we can help you grow your brand on social, without the guesswork.