Algorithms run the show on social. They decide who wins, what works and what’s next. And, in 2025, the rulebook is shifting fast.

Whether you're posting to build awareness or drive sales, staying ahead of platform updates isn't optional.
Here’s what’s changing across TikTok, Instagram, LinkedIn and X.

The new era of search on TikTok
TikTok’s not just a video platform - it’s a search engine. In 2025, TikTok officially overtook Google as Gen Z’s go-to for search. Whether it’s reviews, travel tips or “get ready with me” routines, people are using TikTok as a research tool, not just an entertainment platform.

In response, TikTok has started prioritising content that answers questions or matches common search terms. That means there’s a huge opportunity for brands and creators to show up as experts in their field if they can create fun, engaging answers to their industry's most asked questions.

• 
  How to optimise
• -Use clear, searchable captions. Think like your audience—what would they type in?
• -Align your content with search behaviour (but don’t force it).

Social shopping
Aside from search, the other major change happening at TikTok is a real push towards social shopping. A perfect way for the platform to earn revenue, they’re incentivising shopping through countdown bidding for live shopping as well as releasing deeper Creator Insights tools for brands. 

In a push towards pre-owned luxury, TikTok also released their own blog to push the idea that TikTok is the perfect platform to find your first pre-owned piece.

• 
  How to optimise
  -Use Creator Tools like Insight Spotlight to track what products are trending and if your brand can hop on the trend
  -Review social listening to see what users are searching to spot what might trend next

Instagram: Visual search is taking over
Instagram’s algorithm has taken a major turn. For the first time, public posts from professional accounts (business and creator profiles) are being indexed by search engines. That means your content can now show up on Google—not just in-app.
 

Instagram is also continuing its shift toward Reels and carousel content, while testing more AI-generated recommendations to keep users on the platform longer.

• 
  How to optimise
  -Treat Instagram like a search-friendly platform and use strong keywords in your bio, captions and alt text.
  -Don’t skip on format - Reels, carousels and high-quality visuals get priority.
  -Add context to your captions, even if it’s short - empty posts don’t get picked up.

LinkedIn: Human over hype
LinkedIn has leaned further into people-first content in 2025. Posts that spark real conversations and show individual perspectives are winning out over polished, corporate updates.

The algorithm now favours content that generates meaningful engagement in the first 90 minutes. It's also been quietly deprioritising external links and boosting original content published natively on the platform.

• 
  How to optimise
  -Post content that’s conversational, not corporate.
  -Lead with strong hooks that invite comments or responses.
  -Stay consistent—regular activity improves visibility.
  -Prioritise content that shows value, insight or lived experience over sales messaging.

X (formerly Twitter): Relevance on the decline?
Since rebranding to X, the platform has doubled down on being an “everything app,” but the shift hasn’t landed with everyone. While it still dominates news and politics, many brands are shifting focus elsewhere.

Algorithm changes have also deprioritised brand content unless it drives paid engagement or fits trending topics. Verified accounts continue to receive a boost, while unverified content struggles to break through.

• 
  How to Optimise 
  -Use visuals—image and video posts still perform better than plain text.
  -Keep copy short and reactive.
  -Consider allocating more budget to other platforms for brand-building.
• -Keep the channel open for customer service queries only, so you don’t miss any customer questions
•  

Platforms on the rise (and fall)
Growing:
TikTok: Still leading the charge, especially for younger audiences.
LinkedIn: Surging for thought leadership and professional engagement.
YouTube Shorts: Gaining ground as a Reels/TikTok alternative with stronger evergreen potential.

Declining:
Facebook: Still relevant for older demographics and paid media, but organic traction is more difficult to gain. However, Facebook Groups still perform well, with a strong sense of community.
X: No longer a must-have for many brand strategies, unless you’re in news or politics. Even then, having a listen-first approach will work well.