Social Media’s Shifting Rules: How to Keep Your Brand in the Game
If social media feels like one giant moving target, that’s because it is. Algorithms shift, audiences evolve, and what worked yesterday might already be out of style today. Just when you think you’ve cracked the code, the rules change again 🙃. If you’ve felt like you’re constantly adjusting your content strategy, you’re not alone. Each platform has its own set of rules, and if you know what they’re rewarding right now, you can create smarter content that actually gets seen. Here’s a breakdown of where the major players stand and how to stay on the right path.
Forget the perfectly filtered photo grid. Instagram now runs on Reels and rewards creators who drive interaction, not just views. The algorithm favors “reciprocal engagement”, posts that spark likes, shares, and genuine back-and-forth conversations.
Carousels are trending again, and many brands are experimenting with AI tools to generate the images and graphics for them. Collaborative posts also drive strong reach, especially when they tag creators, influencers, or fans. Stories still hold weight for behind-the-scenes or time-sensitive content, but static image posts are increasingly reliant on ad spend or influencer boosts to perform.
The right path:
Build a Reels-first content calendar.
Focus on saveworthy content (tips, guides, inspiration).
Use carousels to teach or tell a story.
Post collaboratively with creators or fans.
Respond to comments and DMs. Stay active in the conversation.
Keep Stories active with polls, Q&As, and countdowns.
LinkedIn has become the go-to B2B hub in the post-Twitter landscape. Its algorithm prioritizes meaningful interaction over vanity impressions. Comments, thoughtful shares, and active discussions help posts reach further.
Video is gaining ground here too, but audiences prefer simple, selfie-style insights over big-budget productions. Value and authenticity are outperforming polish.
The right path:
Share content that demonstrates expertise and sparks discussion.
Post consistently and engage quickly when people respond.
Use first-person storytelling to make thought leadership feel authentic.
Mix formats — text, images, carousels, and short native videos.
Repurpose webinar clips, podcast insights, or internal wins into snackable posts.
X
X is less of a traditional social feed and more of a personalized news engine. Timelines are curated by AI interest signals, not chronological order.
Posts tied to trending topics or breaking news gain visibility. Original perspectives outperform simple retweets, and frequency matters if you want to stay visible. Without verification, though, brand content risks being buried.
The right path:
Treat X like a real-time newsroom. Share often and react quickly.
Add original takes to trending topics instead of simple reposts.
Weigh the value of verification for reach and credibility.
Post frequently to stay visible in AI-curated feeds.
Mix short text, visuals, polls, and quote posts to keep content dynamic.
Engage in replies — conversations often outperform standalone posts.
TikTok
TikTok continues to dominate attention spans, but it’s evolving into a blend of entertainment and commerce. The platform’s algorithm uses both watch behavior and shopping signals to decide what people see.
Native, original content is prioritized over repurposed clips, and trend cycles move quickly (blink and you’ve missed it). Niche hashtags and micro-communities are still the fastest way to connect with the right audience.
The right path:
Create directly in TikTok to maximize reach.
Put your own spin on trending formats.
Keep videos short, engaging, and rewatchable.
Use targeted hashtags to reach the right community.
Facebook is leaning back into its roots: original content and community. Reposts, AI rehashes, and low-effort duplication are being deprioritized, while group conversations and local content are climbing.
AI-driven recommendations are also surfacing group activity and public discussions in user feeds, even if people haven’t joined those groups. Depth of interaction matters more than surface-level likes.
The right path:
Focus on original posts instead of recycled content.
Build or participate in groups that align with your audience.
Spark thoughtful conversations with prompts and active replies.
Test a mix of formats, from Reels and Lives to Stories and image posts.
VIA 18’s POV
The algorithms may be constantly rewriting the playbook, but the common thread across platforms is clear: originality, responsiveness, and meaningful interactions win. Instead of chasing every change, focus on sharing content that opens the door to conversation and connection.
At Via 18, we see ourselves as your co-pilot in this shifting world of social, helping you stay steady on the path, break through the feed, and connect in ways that matter.
