It’s no secret that social media algorithms are constantly changing, and keeping up can feel like a full-time job. In 2025, the major platforms – Instagram, LinkedIn, TikTok, and X – have all shifted how they prioritize content. Knowing the latest algorithm changes can help you stay ahead of the game and be visible to your audience.
In 2025, Instagram is moving away from overly curated content and favoring original content and micro-engagements, like saves and shares. While likes and comments are still important, saves, shares, and DMs signal to Instagram that the content is valuable and worth spreading. As always, using relevant hashtags and keywords, compelling imagery, and leveraging reels will help your content stand out, and content like tutorials and tips can help encourage saves and shares.
As LinkedIn continues to grow as a professional platform, the algorithm increasingly favors thoughtful, educational content. Posts that spark genuine conversation tend to perform best – focus on sharing content that adds value, like industry tips, personal stories with professional relevance, or a behind-the-scenes look at your work, and pose questions that invite responses.
TikTok
TikTok’s algorithm in 2025 has become even more focused on user interests, relying heavily on watch history and in-app searches. Brands can capitalize on this by creating niche content, focusing on a specific topic or angle that connect with your ideal audience, rather than trying to appeal broadly. Using relevant keywords, keeping videos short and engaging, and posting consistently will also help the algorithm recognize and boost your content.
X
X has undergone big changes in 2025, placing more emphasis on longer-form content, like Notes and threads. Optimizing for engagement could mean asking thought-provoking questions, actively engaging with responses, using hashtags, and tagging other users.
Across all platforms, consistent, authentic, engaging content is what it takes to capture your audience’s attention and keep it. Lean into connection and take the time to understand what your audience wants to see.
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