Shifting Social Media Algorithms Demand a New Approach From Marketers

In the world of social media, the only constant is change. Over the past quarter, significant algorithm updates on platforms like X (formerly Twitter), Instagram, TikTok, and Google have reshaped how brands reach their audiences.

With the use of AI, and other Generative AI tools, the marketing world has shifted gears. The once-dominant marketing strategies can no longer guarantee the same results, forcing marketers to rethink their strategies. 

As the end of 2024 approaches, we, at House of Marketers have observed remarkable shifts in the way brands and businesses are utilising social media and influencer marketing channels.

Here’s our roundup of what has happened plus a few predictions. 

The Impact of Algorithm Changes on Traditional Platforms

Over the past year, we’ve seen significant changes in how traditional platforms like Meta and X (formerly Twitter) operate.

Meta, for instance, has taken a more definitive stance against news content, deprioritising posts that include links and shifting focus away from external content. This is a stark contrast to its previous approach, where promoting news and link-sharing was a significant part of its strategy. The impact of this shift is palpable, with many publishers and brands seeing a decline in organic reach and engagement.

On X, changes have also made link posts less prominent, in line with the platform’s broader goal of keeping users within the app for longer periods. This move has forced marketers to rethink their strategies, as driving traffic through X has become increasingly challenging. 

Even LinkedIn, a platform traditionally known for its professional networking capabilities, has begun reducing the visibility of link posts by non-premium subscribers, pushing brands to consider alternative ways to reach their audiences.

“These algorithmic changes are a wake-up call for brands relying solely on traditional platforms. Staying agile and adaptable is crucial, and those who want to continue thriving must be ready to evolve. To stay on top with organic content, your approach must be outside of the box” says Inigo Rivero, Managing Director at House of Marketers.

Shifting Attention and The Rise of Instagram, TikTok, and Google

As social media continues to evolve, attention is shifting towards platforms like Instagram and TikTok, which have recently implemented significant algorithm updates. 

TikTok and Instagram, have made significant algorithm changes that are reshaping how content is discovered and consumed.

TikTok’s algorithm has always been a powerhouse of content discovery, but recent updates have made it even more effective at keeping users engaged. The platform now emphasises a diverse content mix, pushing users to explore beyond their usual interests. This change is part of TikTok’s strategy to avoid echo chambers and ensure that users are exposed to a broader range of topics and creators.

Moreover, TikTok is increasingly prioritising original content, rewarding videos that offer fresh perspectives or innovative formats. As the platform experiments with longer video formats, content that maintains viewer engagement throughout its duration is given a visibility boost. 

This means brands need to be more creative and original in their approach to stand out in a crowded space.

On Instagram, the shift towards Reels as the dominant content format is hard to ignore. The algorithm now heavily favours Reels, especially those that use trending audio or incorporate the latest features. This has led to Reels becoming the go-to format for brands looking to maximise reach and engagement.

In addition to Reels, Instagram’s algorithm has been updated to prioritise content that drives meaningful interactions—such as comments, shares, and saves—over simple likes. 

This means that brands must focus on creating content that sparks conversations and encourages deeper user engagement.

In other recent updates, Instagram has placed a stronger emphasis on original content, mirroring moves by TikTok. The platform is now deprioritising reposts and trend-following content in favour of unique, creative posts. 

Another change in Instagram’s algorithm is to make sure your feed has interesting an

d unique content. The goal is to better serve users with personalised content meaning that the user’s Explore page and feed will be increasingly filled with posts from accounts they don’t follow. 

This presents an opportunity for brands to reach new audiences organically, by creating content that is not only original but also highly relevant to their target demographics. 

Meanwhile, Google is evolving its approach to content discovery through its search engine. The company’s partnership with Reddit, for instance, is leading to more community-driven content appearing in search results. This move aligns with Google’s broader strategy to offer users richer, more diverse information directly within search pages, reducing the need for users to click through multiple sites.

For brands, these shifts in attention across Instagram, TikTok, and Google highlight the need to adapt quickly. Whether it’s creating engaging Reels, experimenting with original video content on TikTok, or optimising for Google’s evolving search features, the key is to stay ahead of the curve by understanding where and how users are focusing their attention.

“As user attention shifts, brands need to be where their audience is—whether that’s creating captivating short-form videos on TikTok, engaging Reels on Instagram, or optimising content for discovery on Google’s search platform,” advises Inigo Rivero, Managing Director at House of Marketers.

Emerging Opportunities: How Marketers Should Adapt and Engage in 2025

Heading into 2025, social platforms are shifting from AI-generated content to prioritising unique, authentic, and original posts, offering brands new opportunities to connect through real human connections. 

The algorithms across major platforms are evolving to favour content that is not only creative but also resonates with the genuine experiences and voices of creators and brands. This shift represents a significant opportunity for brands to differentiate themselves through authenticity.

Utilising Influencer Marketing and Trendjacking

Brands are now shifting focus towards strategies that prioritise genuine human connections. 

One such strategy is trendjacking, where brands allocate part of their budget to quickly capitalise on trending topics, viral moments, and pop culture. This approach allows brands to tap into the cultural zeitgeist, boosting visibility and engagement by riding the wave of trends as they emerge.

For instance, in recent months, we’ve seen several brands successfully leverage trendjacking:

1. Barbie Movie Marketing (2023): With the release of the Barbie movie, brands across various industries—from fashion to food—jumped on the Barbie Core trend. Companies like Airbnb launched a Barbie Dreamhouse experience, while brands like Balmain created limited-edition Barbie-inspired collections. This trendjacking allowed these brands to ride the immense hype around the movie, significantly boosting their visibility and engagement.

 

@airbnb

the @barbie dreamhouse is back on airbnb. but this time—ken’s hosting. the pink palace has been revamped with maximum kenergy and is ready for guests. booking opens on july 17 at 10am PT. 🛼 barbie airbnb kendreamhouse don’t miss BarbieTheMovie only in theaters july 21.

♬ original sound – airbnb – airbnb

1. Heinz and Marvel’s Deadpool & Wolverine Collaboration (2024)
   Heinz capitalized on the upcoming Deadpool and Wolverine movie by creating a campaign that highlighted the resemblance between Deadpool’s red suit and Wolverine’s yellow suit to Heinz ketchup and mustard. This clever trendjacking not only played on the visual similarity but also tapped into the excitement surrounding the movie, ensuring that once people saw the connection, they couldn’t unsee it. The campaign generated significant buzz, reinforcing Heinz’s playful brand image while connecting with Marvel fans.

Source: news.kraftheinzcompany

Trendjacking offers brands a unique opportunity to amplify their message and reach broader audiences quickly. By staying agile and allocating a budget for trendjacking, brands can produce timely content that resonates with current trends, ensuring they remain relevant and top-of-mind.

“Brands that are quick to explore newer emerging trends and platform features are reaping the rewards of early adoption. Leveraging influencers in these spaces offers untapped potential for targeted engagement,” explains Inigo Rivero, Managing Director at House of Marketers.

Here’s the roundup of what’s happened in the social media world in the last month: 

1. Google Trends Upgrade
   Google enhanced its Trends platform with deeper insights, helping brands better understand emerging trends. Learn more.
2. TikTok Direct Messaging
   TikTok’s new messaging features enhance user and brand interactions. Read about the update.
3. Instagram Shifts to Views
   Instagram is focusing on views over likes and follows to prioritise content reach and engagement. Discover the changes.
4. Instagram’s New Collaboration Status
   Creators can now display an “Open to Collaborating” status, making it easier for brands to connect. Explore the feature.
5. Instagram Live Tips
   Instagram shared new tips for optimising live streams to engage audiences better. Check out the tips.

This Brings Us to the End

We hope this Social Report provides you with valuable insights and actionable strategies! The social media landscape is undergoing a profound transformation, and the brands that fail to adapt risk being left behind! It’s crucial for brands to diversify their social media strategies, explore new platforms, and embrace innovative content formats. By acting now, brands can position themselves for success in 2024 and beyond.

With the social media landscape rapidly transforming, brands that fail to adapt now risk being left behind. The time to evolve is now. For brands looking to navigate these changes with confidence, consulting with experts at House of Marketers can provide the insights and strategies needed to thrive in this new environment.