How Social Media Algorithms Are Shaping Marketing in 2025
Social media algorithms have transformed in 2025, and these shifts are reshaping how marketers reach audiences across platforms. These changes, driven by user demand for more personalised and relevant content, present both challenges and opportunities. From focusing on personal interests over social connections to promoting authenticity over follower counts, here’s what marketers need to know about today’s social media algorithm landscape
Platforms like TikTok pioneered the use of interest graphs, favoring content recommendations based on user interactions rather than relying solely on social connections. Almost all major platforms—Instagram, YouTube, Facebook, and LinkedIn—now focus on delivering content that matches users’ interests and behaviors instead of simply presenting posts from accounts they follow. For example, Instagram’s updated algorithm gives weight to keywords, hashtags, and even the subtleties within a caption to enhance discoverability, helping marketers fine-tune their outreach with SEO. This evolution makes it critical for brands to optimise posts not just for aesthetics but also for relevance through strategic keyword usage and creative tagging, helping them land on the “Explore” page or equivalent discovery feeds.
Another significant change is the renewed interest in long-form video content, especially among B2B marketers. While short clips remain popular, brands are finding that audiences often prefer more in-depth content when considering purchases. This year, 62% of users reportedly value long-form videos for making informed buying decisions, meaning B2B brands should leverage explainer videos, testimonials, and live webinars to boost engagement. For instance, using 7G Media’s social media management services can help brands incorporate long-form videos strategically, ensuring content feels relevant to targeted users without overwhelming them with ads.
Finally, influencer marketing is evolving, with nano- and micro-influencers increasingly preferred over celebrity endorsements. The authenticity of smaller creators resonates more deeply, especially with audiences increasingly wary of large, impersonal accounts. By collaborating with niche influencers, brands can foster genuine connections, effectively promoting their products while maintaining relatability and trustworthiness
To successfully navigate these changes, brands must remain adaptable. Collaborating with a comprehensive social media agency such as 7G Media Dubai can simplify this journey, helping brands not only keep up with algorithm updates but also produce engaging content that connects with audiences in today’s rapidly shifting social media environment.
