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Meta's algorithm changed again. This time it's substantial, and it's already affecting your reach. Here's what actually matters and what you need to do differently.
Meta's rolled out another algorithm change, and it's changed your strategy and impact. Here's the truth: you don't need to panic, and you definitely don't need to hire an agency. Meta's algorithm has one goal - to keep people on the platform longer. If you focus on that, you'll win.
Context: Things to understand
Meta wants engagement. Every algorithm tweak is designed to surface the content that keeps people scrolling, commenting and sharing. The platform prioritizes content that sparks conversations, keeps people watching, and gets them interacting with posts. No matter how the algorithm shifts - and it shifts constantly - this stays true. Fresh content that creates genuine engagement will always rise to the top.
The recent changes mean up to 50% of what people see on Facebook and Instagram now comes from accounts they don't even follow. Your follower count matters less than it ever has.
Just last week, Meta announced they're now showing 50% more Reels that were uploaded the same day users are scrolling. Fresh video content gets pushed harder than anything else on the platform.
The algorithm now prioritizes three things above everything else: private shares (DMs), saves, and watch time on video. Instagram's head confirmed that shares are now "the strongest signal of value", and more content gets shared in DMs than through Stories or the Feed. Public engagement like comments and likes still matter, but they're secondary signals.
For ads, Meta removed exclusions from detailed targeting this year. This means you can't exclude audiences anymore, which means broader reach ans potentially higher costs per conversion.
Here's what matters: while comments are gold, shares are platinum, and watch time on videos is the currency of the platform.
Meta's algorithm can smell desperation a mile away, so forget the growth hacks and focus on real conversations with real people who care about your work.
Meta's algorithm can smell desperation a mile away, so forget the growth hacks and focus on real conversations with real people who care about your work.
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What to do
1. Design content to be forwarded. Every post should make someone think "I need to send this to someone." Hook them in the first three seconds with a surprising stat, controversial take, or useful insight. Ask yourself: would I DM this to a colleague?
2. Post same-day Reels. The algorithm now prioritizes videos uploaded the same day. Film quick, vertical videos showing real work - the messy reality of running your program, a 30-second tip, or answering a common question. Post them the day you film them, not next week.
3. Make save-worthy content. Create posts people want to reference later: simple frameworks, step-by-step processes, or resource lists. Format them as carousels or single graphics optimized for mobile.
4. Bump your performance with trending audio. Meta confirmed the Instagram algorithm prioritizes content using trending audio - look for songs with the arrow icon in the audio selection screen.
5. Create content for non-followers. Your content can now reach people who've never heard of you if it resonates. Avoid echo chamber posts that only your existing community understands. Make content that educates anyone encountering your work for the first time.
6. Go broader with Ads. With exclusion targeting gone, set clear conversion goals and let Meta's AI find your audience. Focus on positive targeting (who you want to reach) rather than who you want to exclude. Budget for wider reach but potentially lower conversion rates initially.
7. Use authentic video. Short clips of you talking to camera, showing your work, or explaining your impact. Even 30 seconds is great. Meta's pushing video hard, so lean into it. Unpolished content speaking directly to camera seems to be doing well at the moment.
8. Share behind-the-scenes content. People connect with process, not polish. Show the messy reality of running your organization - the challenges, the small wins, and the daily grind.
