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A brief look at social media algorithms in 2025

Author

James Holloway

Date Published

A smiling young woman sitting at a table outside looking at her smartphone with a laptop in front of her.

In 2025, social media algorithms are more advanced than ever, focusing on real engagement, video content, and community involvement. For small businesses and charities, understanding these changes is important for reaching more people without relying on paid adverts. Here’s a simple guide to making the most of social media.

Authenticity matters: use real stories

Algorithms now prefer content that feels genuine and honest. Posts with user-generated content (UGC)—such as customer reviews, volunteer stories, or behind-the-scenes videos—tend to do better than polished brand content. Ask your supporters to tag your organisation and share their experiences to increase visibility.

Short videos get more attention

Platforms like Instagram Reels, TikTok, and YouTube Shorts are still growing fast. The algorithm boosts short, engaging videos that grab attention in the first few seconds. For SMBs and charities, this means:

  • Showing products, services, or missions through quick, meaningful storytelling.
  • Using captions and text overlays to make content easy to follow.
  • Encouraging viewers to take action (e.g., “Comment below,” “Tag a friend,” “Donate today”).

Post regularly and interact with followers

Posting often and responding to comments helps your page stand out. Social media algorithms reward pages that start conversations. Use interactive features like polls, Q&A sessions, and live videos to keep people engaged.

AI and personalised feeds affect what people see

Social platforms now rely on AI to recommend content based on user behaviour rather than showing posts in order. This means:

  • Posting at “peak times” is less important than creating interesting content.
  • Hashtags and keywords in captions help people find your posts.
  • Getting shares and saves matters more than just getting likes.

Local and community content gets noticed

For SMBs and charities, highlighting local activities can increase visibility. Social platforms like Facebook, LinkedIn, and even TikTok prioritise community-based posts. Sharing local events, partnerships, and success stories can boost engagement.

Things to remember

  • Use real stories and user-generated content to build trust.
  • Focus on short videos to get more attention.
  • Be active in comments and use interactive features to connect with people.
  • Make content easier to find with hashtags and keywords.
  • Talk about local and community projects to reach more people.

By following these trends, businesses and charities can stay visible and connect with their audiences—without spending too much on adverts. Why not start today by posting a short video or engaging with your followers?

Photo: Andrea Piacquadio