Social media platforms constantly evolve their algorithms, and 2021 brought significant changes across Instagram, LinkedIn, TikTok, and Twitter.
Instagram: Reels Prioritization
Instagram’s pivot toward Reels has been decisive. The platform now heavily prioritizes short-form video content, boosting distribution for accounts that produce consistent Reels. Static image posts have seen reduced organic reach.
LinkedIn: Dwell Time Over Engagement
LinkedIn shifted its ranking signals to weight dwell time more heavily than raw engagement. Posts that keep readers scrolling outperform posts designed purely to generate comment reactions.
TikTok: The Interest Graph
Unlike Instagram’s social graph, TikTok’s For You Page is primarily driven by an interest graph. Brand-new accounts with zero followers can achieve viral reach if their content matches viewer interest signals.