How to master the algorithm, marketing and social media

Presence on social networks has become a fundamental pillar for digital marketing strategies. However, the way content reaches users is intrinsically linked to the functioning of each platform’s algorithms. These complex systems act as gatekeepers, deciding what content is shown to each person amid the vast ocean of information available. ¹. Understanding its logic has become essential for marketers seeking to achieve their goals. Since their inception, algorithms have undergone a significant transformation, evolving from simple systems based on chronological order to today’s sophisticated versions driven by artificial intelligence. ¹. This metamorphosis has generated a digital landscape where proactive adaptation to algorithmic changes is no longer an option, but rather a core competency to maintain or expand organic reach. ³.

Chapter 1: A Look at the Past: The Historical Evolution of Social Network Algorithms

The dawn of online social interaction, during the 1990s and early 2000s, was characterized by virtual communities and feeds that displayed content in strictly chronological order. ⁴. Platforms such as Bulletin Board Systems (BBS) and Usenet paved the way for early social networks such as Six Degrees and LiveJournal. In these early environments, the absence of sophisticated content filtering algorithms meant that users saw posts in the same order in which they were made, offering equal visibility for all. However, as the volume of content grew, this linear approach began to show its limitations, making it difficult for users to find the most relevant information amid increasing saturation.

The 2010s saw the rise of interaction-based algorithms, marking a turning point in the way content was consumed on social media. ⁵. Facebook pioneered this change by implementing its EdgeRank algorithm in 2011. ⁵. This system analyzed various factors to determine which posts should appear in a user’s feed, considering the affinity between the user and the content, the weight of the interaction (likes, comments, shares) and the age of the post. ⁵. EdgeRank represented a significant shift by prioritizing content that generated the most engagement, resulting in more personalized but potentially less comprehensive feeds. This approach introduced the notion that organic reach was no longer solely dependent on publication time, but also on the content’s ability to generate engagement.

In the mid-2010s, algorithms became even more sophisticated, entering the era of personalization powered by machine learning. ¹. Platforms like Instagram, LinkedIn and X began to personalize content based on behavior, interests and relevance for each user ⁵. These advanced algorithms use artificial intelligence and machine learning to analyze vast amounts of data about user interactions, such as likes, comments, shares, video viewing time, and search history. By continually learning from these patterns, algorithms can more accurately predict what content will be interesting and engaging for each individual, creating feeds highly tailored to their preferences. ¹. This evolution toward AI-driven personalization requires marketers to deeply understand their audience’s interests and create content that directly addresses them.

In response to demands from users who craved greater control over what they watched, some platforms have offered the option to return to a chronological feed. ¹⁵. Instagram, for example, reintroduced this functionality in 2022 under the name “Following,” allowing users to view posts from accounts they follow in reverse chronological order. ¹⁵. While algorithms remain the norm for most users, the provision of this alternative recognizes the desire of some for a more linear and transparent experience. Despite this option, platforms often incentivize the use of algorithmic feeds, as these tend to keep users in the app longer, which in turn benefits their advertising-based business models. ¹⁶.

Chapter 2: The Present in Detail (2025): How Algorithms Work on Major Platforms

In 2025, the algorithms of major social media platforms continue to evolve, refining their mechanisms to deliver more personalized and engaging user experiences.

Facebook: Prioritizing Quality of Interaction and Community

Facebook’s algorithm in 2025 focuses on showing users the content it considers most valuable, prioritizing the quality of interaction and community building ²⁰. To ensure that the right audience sees their posts, marketers must understand and adapt to these changes. The algorithm favors content that generates meaningful interactions and encourages community participation, leading users to see more content from friends, family, groups and events, while reducing the prominence of “clickbait” content. ³.

Key factors influencing Facebook algorithm ranking in 2025 include quality of engagement (likes, comments, shares, watch time), level of community engagement, relevance of content to user interests, and potentially the format of content, with a continued preference for video ²⁰. Facebook uses artificial intelligence to personalize the experience and for ad segmentation, seeking to offer content that aligns with the interests and preferences of each user ²⁰. Before content is displayed, Facebook applies a quality filtering process to identify and remove spam, low-quality content, and posts that do not meet its community standards. ²¹. Understanding these filters is crucial to avoid penalties and ensure content visibility. The platform evaluates authenticity, absence of errors and respect for policies to determine if a publication passes this initial stage.

Instagram: The Balance between Interests, Relationships and Originality

The Instagram algorithm in 2025 is not a single algorithm, but a collection of models that personalize the user experience by analyzing interactions and preferences to decide what content appears in the feed, stories, reels and Explore section ²⁸. Its main function is to improve the user experience by displaying relevant content based on their behavior and habits within the platform. The algorithm prioritizes content that it believes will be valuable and engaging for the user, considering key factors such as previous interactions (likes, comments, saves, shares), viewing time, relationship with the creator, popularity of the content, and the type and format of the content. ²⁸.

Each section of Instagram has its own specific ranking factors. The feed and stories prioritize content from close connections and accounts the user interacts with frequently, considering post popularity, post information (post time, video length, location), creator information, and user activity ¹⁵. The Reels algorithm is designed to discover new content and prioritizes entertaining and viral videos, even from accounts the user does not follow, based on entertainment predictions, interaction probability, interaction history, video characteristics and creator information ²⁸. The Explore section aims to help users discover new, relevant content by displaying posts from accounts they don’t follow but might be interested in, analyzing past interactions, and ranking content based on the user’s likelihood of interaction. ²⁸. Overall, Instagram’s algorithm in 2025 places a strong emphasis on the originality of content, rewarding original creators and penalizing the reuse of watermarked content from other platforms. ³⁰.

TikTok: Extreme Personalization and the Centrality of Retention Time

The TikTok algorithm in 2025 is an advanced artificial intelligence system designed to personalize the user experience on the platform ³³. Select and display videos on each user’s “For You” page, creating a unique, personalized feed based on their interactions and preferences. The algorithm aims to deliver content that it predicts will be of specific interest to each user, ensuring a unique viewing experience ³⁵.

The key ranking factors for the TikTok algorithm in 2025, in order of priority, are user behavior (types of videos you like, share, content from accounts you follow, content you share), user interaction (full video watch time is a high priority), video information (descriptions, subtitles, sounds, hashtags), and account and device settings (least influential) ³³. TikTok’s algorithm is known for its extreme personalization, analyzing user behavior to display relevant content ³³. Retention time is one of the key elements of the algorithm: the first 3 seconds are decisive, and if the user’s attention is not captured, the algorithm can penalize the range ³⁵. Interactive content and engagement remain critical, and videos that generate comments, responses, and shares are more likely to be prioritized ³⁴. Users can influence their feed by deleting comment history and viewed videos, following new accounts, and using the “I’m not interested” option. ³³.

X (Twitter): Real-Time Relevance and the Value of Conversation

In 2025, the X (formerly Twitter) algorithm aims to show users the best of what’s happening in the world right now, using a recommendation algorithm to filter the roughly 500 million daily tweets down to a manageable number. ³⁸. This algorithm considers a user’s behavior on the site, such as likes and mutes, as well as the behavior of similar users.

The candidate sourcing process involves selecting around 1,500 tweets from accounts a user follows and accounts they might be interested in, based on the user’s past interactions and the interactions of users with similar interests. ³⁸. These 1,500 tweets are classified using a machine learning model, assigning different weights to various actions. For example, a tweet that a user is likely to reply to will be ranked higher, while a tweet that is likely to be reported will lose points. ³⁸. The algorithm also filters out accounts that the user has muted or blocked and balances the number of tweets from followed accounts with those from recommended accounts to provide a good mix. ³⁹. Key ranking factors include engagement (likes, replies, retweets), recency, media type (videos and images are favored), and relevance ³⁸. The algorithm analyzes both in-network sources (people the user follows) and out-of-network sources (people the user might be interested in) and then ranks posts based on how likely the user is to like them. ³⁹.

LinkedIn: Expertise, Valuable Content and the Strength of Connections

In 2025, LinkedIn’s algorithm works through a three-step process to determine what content appears in users’ feeds: quality filtering, engagement testing, and ranking by network and relevance ²⁷. The algorithm begins by classifying new posts as spam, low quality, or high quality. High-quality posts are shown to a small sample of the user’s audience to measure initial engagement. Strong engagement within the first hour leads to broader distribution to second and third degree connections. Finally, LinkedIn prioritizes content from people and topics with which the user interacts most frequently ⁴⁴.

The key ranking factors that determine who sees your content are based on three signals: identity (profile information), content (relevance, engagement, topic, type, recency, knowledge sharing), and member activity (past interactions) ²⁷. LinkedIn places greater emphasis on expertise and rewards the most active creators and subject matter experts ⁵⁰. The algorithm is also getting better at detecting engagement bait and prioritizing meaningful conversations instead ⁴⁵. Native content, such as text posts, carousels, and videos, tends to perform better, as LinkedIn prefers users to stay on the platform rather than clicking on external links ²⁷.

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Chapter 3: Strategies for Success: Optimizing Your Content for Organic Reach in 2025

To successfully navigate the complex landscape of social media algorithms in 2025 and maximize organic reach, marketers must adopt a number of general and platform-specific strategies.

General Strategies for All Platforms:

The foundation of any successful strategy lies in creating authentic and valuable content that genuinely resonates with the audience. ³⁰. This content should be designed to encourage genuine engagement, prioritizing meaningful comments, shares, and increased viewing time, rather than chasing superficial metrics. ⁵². Maintaining a constant presence on the platforms, publishing regularly and at times when the audience is most active, is crucial to maintaining interest and relevance to the algorithms. ¹. Additionally, strategic use of relevant hashtags and keywords (implementing social SEO principles) can increase content visibility to both existing followers and new users. ¹. It is essential to adapt the content to the particularities of each platform, considering the preferred format, the tone of communication and the expectations of the audience. ⁵. Continuous analysis of performance metrics and willingness to adjust strategy based on data collected are essential for continuous optimization ¹. Finally, taking advantage of current trends and emerging formats, such as short videos and Reels, can provide a significant advantage in increasing reach. ⁵.

Specific Strategies by Platform:

In Facebook, it is advisable to prioritize short videos and interactive content, such as polls and questions, to encourage participation ²⁰. Creating groups and communities around the brand can strengthen connections and increase visibility. Ensuring the page profile is fully optimized also contributes to better rankings ²¹.

To be successful in Instagram, the creation of attractive and original Reels is essential, since this format usually receives greater visibility ¹⁷. It is advisable to use a limited number of relevant hashtags and focus on metrics such as “saved” and “sent”, which indicate long-term value of the content. Encouraging genuine interactions through questions and calls to action, and using carousels to increase post dwell time are effective tactics. ²⁸.

In TikTok, the key is to create short and direct videos with a hook that captures attention in the first seconds ³³. Taking advantage of trends and viral audio can significantly increase visibility. Maintaining a consistent posting frequency and using engaging captions and text to improve comprehension and viewing time are best practices. Encouraging interaction and actively responding to comments helps build an engaged community ³³.

To X (Twitter), creating highly visual and engaging content is important to stand out in the feed ³. Using threads to develop larger topics and prioritizing retweets and comments over likes are effective strategies. Posting frequently and using relevant, concise hashtags, limiting their number to one or two per tweet, can improve reach. ³⁸.

In LinkedIn, the sharing of expertise and content that adds value to the professional community should be prioritized ⁴⁷. Encouraging extensive comments and meaningful conversations is more valuable than a high volume of superficial reactions. Posting regularly, but avoiding spam, and using native content such as text, images with text, and videos with text are best practices. Optimizing both your personal and company profile with relevant keywords increases your likelihood of being discovered. ²⁷.

Chapter 4: Lessons from Practice: Case Studies of Brands and Individuals Who Conquered Algorithms

Numerous brands and individuals have achieved notable success by understanding and working with social media algorithms. Their experiences offer valuable lessons for marketing professionals.

In Facebook, Crayola overcame algorithmic changes by implementing a user-generated video campaign, achieving high levels of engagement ⁶³. Seltzer Goods saw a 785% increase in revenue in 30 days thanks to well-targeted Facebook ads that reached a receptive audience ⁶⁴. Buffer, by reducing its posting frequency by 50% and focusing on creating high-quality content designed for engagement, nearly tripled its weekly reach ⁶⁵.

In Instagram, luggage rack brand Yakima encourages content creation by its customers through the use of a branded hashtag, making it easier for viewers to find more interesting content from the brand ⁶⁶. Puma uses multiple niche profiles to highlight different aspects of the brand and collaborates with influencers to reach specific audiences ⁶⁶. Mapiful, a personalized map company, evokes strong emotions and displays its products in the context of its customers’ homes through Reels, generating a human and sentimental connection ⁶⁶.

TikTok has been the launching pad for the viral success of brands like Scrub Daddy, whose absurd and niche content has resonated strongly with their audience, driving sales of their products. ⁶⁷. Gymshark, a sportswear brand, has capitalized on the challenges of TikTok and collaborated with fitness influencers to grow their brand and foster viral trends around their products. ⁶⁷. Duolingo has achieved widespread popularity on TikTok by humanizing its brand through a fun and relatable character, the owl, using the platform’s humor and trends to interact with millions of users. ⁶⁸.

In X (Twitter), brands that actively participate in relevant conversations within their industry and use trending hashtags increase their visibility and engagement ⁷⁰. Companies that offer immediate customer support and display an authentic brand personality tend to build greater loyalty and convert their followers into customers. ⁷².

In LinkedIn, professionals like Jim Fried, a real estate expert, have used native video to share their expertise and connect with their target audience, obtaining notable results in terms of comments and engagement ⁷⁴. Marketing association founder Sheryl Cattell experienced significant growth in visits to her blog after applying content optimization strategies for the LinkedIn algorithm, demonstrating the power of sharing valuable content on a regular basis. ⁷⁴. Brands like Mejuri, a fine jewelry company, balance education about their sustainability initiatives with the promotion of their new products, generating significant engagement by connecting with the values ​​of their audience ⁷⁵.

Chapter 5: Beyond Likes: Controversies, Debates and the Social Impact of Algorithms

Social media algorithms, despite their usefulness in personalizing the user experience, have generated various controversies and debates around their impact on society.

One of the main problems lies in how these algorithms can influence the spread of misinformation and fake news. ⁷⁶. By prioritizing content that generates the greatest emotional response, algorithms can inadvertently amplify erroneous or misleading information, which often tends to be more shocking or controversial than verified news. Additionally, the creation of filter bubbles and echo chambers, where users are only exposed to information that confirms their existing beliefs, can exacerbate polarization of opinions and make dialogue with diverse perspectives difficult. ⁷⁶. While platforms have implemented efforts to algorithmically moderate harmful content, there are significant challenges in detecting and effectively removing misinformation.

How algorithms curate content has also been the subject of debate in relation to political and social polarization ⁸³. By primarily displaying content that aligns with a user’s previous opinions, algorithms can reinforce existing beliefs and limit exposure to opposing viewpoints. Some research suggests that while algorithms can increase engagement, their direct impact on political polarization is complex and still being studied. However, the tendency to consume ideologically congruent information on social media, facilitated by algorithms, raises concerns about the fragmentation of public discourse.

Concerns about user privacy and data collection are another critical aspect of the controversy around algorithms ⁸⁴. To deliver personalized content, algorithms collect and analyze vast amounts of data about users’ online activities, interests, and behaviors. This raises questions about how this data is used, stored and shared, as well as the transparency of these processes. Lack of clarity about the inner workings of algorithms, often called the “black box,” creates distrust and makes it difficult for users to understand why they are being shown certain content.

Finally, there are important ethical considerations related to social media algorithms ⁹³. Inherent biases in the data that algorithms are trained on can lead to the amplification of certain points of view over others, perpetuating inequalities and stereotypes. The impact of algorithms on users’ mental well-being, fostering addiction and contributing to problems such as anxiety and low self-esteem, has also been debated. The question of platforms’ responsibility for the content their algorithms help spread remains a central issue in ethical and regulatory debates.

Chapter 6: The Algorithmic Tomorrow: Future Trends and Their Influence on Digital Marketing Strategies

The landscape of social media algorithms is constantly evolving, and several future trends promise to significantly influence digital marketing strategies.

It is expected a Greater personalization powered by artificial intelligence ². Algorithms will become even more sophisticated in predicting user behavior and preferences, allowing for even more accurate content delivery. The rise of AI-generated content could also transform the way marketing material is created, offering new possibilities for personalization at scale.

He emphasis on authenticity and user generated content (UGC) will probably intensify ³⁰. Algorithms could become more adept at discerning genuine content from artificial or promotional posts, favoring real interactions and user-created content as a way to build trust and engagement.

The integration of new technologies such as augmented reality (AR) and voice and image search will also play an important role ²⁰. Algorithms will need to adapt to understand and prioritize content in these emerging formats, requiring marketers to optimize their strategies for visual and voice search.

We are likely to see a greater regulation of algorithms by governments ⁵². Privacy and data protection laws, along with potential regulations requiring greater transparency and accountability from platforms regarding the operation of their algorithms, could have a significant impact on digital marketing strategies.

Finally, the appearance and growth of metaverso present new considerations for how social algorithms could work in immersive virtual environments, opening a new field for interaction and digital marketing.

Chapter 7: The Numbers Speak: Key Statistics Highlighting the Importance of Algorithmic Adaptation

Understanding and adapting to social media algorithms is essential for success in digital marketing. The following key statistics illustrate this point:

As for the Facebook algorithm, a decrease in organic reach has been observed following algorithmic changes that prioritize content from friends and family over business pages ⁵. However, content that generates a high level of engagement, such as comments and shares, is still favored by the algorithm and has a higher probability of being shown in users’ feeds. ²².

For him Instagram algorithmWhile reaching 100% of followers organically is unrealistic, active engagement can allow marketers to reach approximately 70% of their audience organically. ⁵⁵. Reels have proven to have the highest organic reach on Instagram, with 37.9% according to studies ⁵⁴.

In LinkedIn, posts with valuable content and expertise tend to generate greater engagement ²⁷. LinkedIn data suggests posting weekly can lead to a 2x increase in engagement ²⁷. Additionally, video content generates five times more engagement than static posts, and live video generates 24 times more engagement ⁷⁵. Carousels have also proven to be superior performers in terms of range ⁵⁰.

Regarding the X algorithm (Twitter), consistent posting and engagement on trending topics can improve visibility ⁴⁰. Content with multimedia elements, such as images and videos, often outperforms text-only posts in terms of engagement ³⁸.

Conclusion: Navigating the Digital Ecosystem of 2025: Adaptability and Valuable Content as Keys to Success

Throughout this analysis, the intricate dance between marketers and the ever-evolving social media algorithms has been explored. From the chronological feeds of yesteryear to the sophisticated artificial intelligence curating our content in 2025, algorithms have fundamentally transformed the way brands connect with their audiences. Understanding this evolution and the current operation of algorithms on key platforms such as Facebook, Instagram, TikTok, X and LinkedIn is now more than ever a necessity for any digital marketing strategy that aspires to success.

Adaptability emerges as a crucial factor in this dynamic ecosystem. Algorithms are not static; They are continually adjusted in response to user behavior, new trends, and the goals of the platforms themselves. Marketers who stay informed about these changes and are willing to experiment with new tactics will be best positioned to maintain and expand their organic reach.

However, amid the algorithmic complexity, one fundamental principle endures: the importance of valuable content. Whether it’s a short, engaging video on TikTok, an informative post on LinkedIn, an original Reel on Instagram, or a tweet that sparks conversation on

Building genuine relationships with your audience is another pillar of success. Encouraging meaningful interaction, responding to comments, and engaging in authentic conversations not only please the algorithms, but also cultivate a loyal community around the brand.

Ultimately, the social media marketing landscape in 2025 demands a balanced approach. It requires a deep understanding of algorithmic mechanisms, a willingness to adapt to changes, and above all, an unwavering commitment to creating valuable content and building meaningful connections with your audience. By staying informed, creative, and prioritizing quality over quantity, marketers can confidently navigate the digital ecosystem and achieve their goals in this ever-changing environment.

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