Algorithm Changes Are Constant — Your Strategy Shouldn't Be Static
Every major social platform updates its algorithm multiple times per year. Brands that understand the mechanics behind content distribution consistently outperform those that simply post and hope.
Instagram in 2026
Instagram's algorithm now heavily favours content that generates "sends" — DM shares — over likes and comments. This means content must be genuinely shareable: educational, entertaining, or emotionally resonant. Reels that use trending audio but fail to provide value are being deprioritised.
LinkedIn's Professional Signals
LinkedIn's algorithm rewards posts that generate substantive comments over surface-level engagement. Controversial takes, personal stories, and data-backed insights consistently outperform promotional content. The platform also increasingly values "dwell time" — how long users spend reading your post.
TikTok's Interest Graph
Unlike other platforms, TikTok optimises for interest matching rather than social connections. This makes it the most powerful discovery platform available — a brand new account with great content can reach millions without any existing following.
The Universal Principles
Despite platform differences, certain principles remain constant: post consistently, respond to every comment, use native features (polls, stickers, Q&As), and analyse your analytics to double down on what works.
