As we step into 2024, social media algorithms continue to evolve, reshaping how digital marketers reach and engage their audiences. Staying on top of these changes is vital for any business looking to maintain a strong online presence, and knowing how major platforms like Facebook, Instagram, TikTok, LinkedIn, and emerging networks operate is essential for crafting successful campaigns. In this article, we’ll explore the current state of social media algorithms, discuss key trends for 2024, and offer tips for creating content that resonates with today’s audiences.

How Major Social Media Algorithms Work in 2024

1. Facebook
Facebook’s algorithm remains highly responsive to user engagement, favouring content that keeps users interacting on the platform. In 2024, Facebook’s ranking model prioritises "Meaningful Social Interactions" (MSI) by favouring posts that are likely to spark conversations among close friends and family. This includes updates, comments, and shares that signal quality engagement rather than passive scrolling. The algorithm also gives more weight to video content, especially live video, which can draw longer watch times and more active discussions.

2024 Tip for Marketers: Focus on creating content that feels personal, sparks conversation, and keeps users engaged. Encouraging comments, asking questions, and using Facebook Live for real-time interaction can increase MSI and improve reach.

2. Instagram
Instagram continues to evolve its algorithm to balance engaging content with a more seamless user experience across its various formats. In 2024, the algorithm ranks Reels, carousels, and Stories highly, with a strong emphasis on video content as a way to capture user attention. The Explore page algorithm also remains essential for discoverability, focusing on showing users content that aligns with their interests and recent interactions. Hashtags are less important than they once were, as Instagram’s AI-driven algorithm relies more on content relevance and user behaviour.

2024 Tip for Marketers: Invest in short-form, engaging video content like Reels and use carousels to tell a story or share insights in a single post. Instead of relying heavily on hashtags, prioritise creating quality content that aligns with trending topics to enhance reach.

3. TikTok
TikTok’s algorithm is famously geared towards surfacing highly personalised content based on a user’s behaviour, even after brief interactions. The For You Page (FYP) is built on signals like watch time, engagement (comments, likes, shares), and replays, with an emphasis on keeping users engaged. In 2024, TikTok’s algorithm is even more refined, using machine learning to better predict content that will keep users on the platform for longer. The algorithm also takes into account trending audio and effects, so content using these elements is more likely to be featured on the FYP.

2024 Tip for Marketers: Leverage trending audio, sounds, and effects to increase the likelihood of appearing on the FYP. Keep videos engaging within the first few seconds to boost watch time, and consider using storytelling formats that encourage viewers to stay through to the end.

4. LinkedIn
LinkedIn’s algorithm focuses on relevant professional content that fosters networking, knowledge sharing, and industry engagement. In 2024, LinkedIn continues to prioritise high-quality content that promotes thought leadership and sparks professional conversations. The algorithm values posts from users’ close connections more but also shows content from individuals with shared professional interests or industries. LinkedIn Articles and Document Posts are favoured in the feed as they offer depth, while polls and carousel posts drive engagement.

2024 Tip for Marketers: Position your brand as a thought leader by sharing in-depth content, insights, and industry news that encourages discussion. Use LinkedIn’s Document feature to share informative slides, white papers, or research findings that add value for professionals in your audience.

5. Emerging Platforms and Trends
New and emerging platforms like BeReal and Threads have gained traction in the last year. BeReal, for instance, focuses on authentic, in-the-moment content, while Threads (launched by Instagram) is more conversational and informal. Both platforms are gaining popularity for their emphasis on genuine user interactions without the heavily edited, performative approach seen on other networks. Algorithms on these platforms favour raw, unpolished content that resonates on a human level, appealing to users’ desire for transparency and connection.

2024 Tip for Marketers: Use BeReal or Threads to experiment with behind-the-scenes content, live updates, or casual, real-time conversations. Authenticity is key, so avoid overproduced content and instead share relatable moments to build trust with audiences on these emerging platforms.

Key Trends for 2024

With social media algorithms constantly adapting to user behaviour, marketers need to stay agile and aware of the latest trends to stay ahead. Here are some of the most important trends shaping the social media landscape in 2024:

1. Video Content Dominance
Video remains the most engaging content type across all major platforms. From short-form videos on TikTok and Instagram Reels to longer, live sessions on Facebook, video captures attention and encourages engagement like no other format. For 2024, prioritising video—especially short, easily digestible videos—will be crucial for maintaining high engagement rates.

2. Increased Focus on Community-Building
Algorithms increasingly favour content that promotes genuine interaction and community-building. Posts that encourage discussion, connect people, or share valuable insights are more likely to be prioritised in users’ feeds. Building an engaged community on social media will be a top priority for brands in 2024, as it can drive long-term loyalty and organic reach.

3. Personalised and Contextualised Content
With advancements in AI, social media algorithms are becoming more capable of understanding user preferences and context. Content that aligns with current trends, user interests, or personal relevance will have a higher chance of being promoted. To stand out, marketers should focus on personalising content to specific audiences or niches, creating more targeted and resonant posts.

4. Authenticity Over Curation
Audiences continue to prefer authenticity over highly curated, polished content. This trend is particularly relevant on platforms like TikTok and BeReal, where raw, unfiltered content tends to perform better. Marketers should aim to present their brands in a more genuine, approachable way, focusing on building trust rather than creating an idealised image.

Tips for Creating Resonant Content in 2024

With these trends and algorithm updates in mind, here are some actionable tips for creating content that resonates with audiences in 2024:

• Diversify Post Formats: To maximise reach, use a mix of post formats such as videos, Stories, carousels, and live sessions. Experimenting with these formats across platforms helps determine what resonates most with your audience.

• Encourage User Engagement: Ask questions, encourage comments, and create opportunities for your audience to engage. Posts that inspire interaction signal value to the algorithm, increasing visibility.

• Optimise for Mobile Viewing: Ensure that all content is optimised for mobile devices, as the majority of social media browsing happens on mobile. Vertical videos and clear visuals are essential to capturing attention.

• Stay Relevant with Timely Content: Leverage trending topics, seasonal events, and timely industry news to increase the relevance of your content. Timeliness can improve algorithmic ranking, especially for short-lived platforms like Twitter (now X) and TikTok.

• Test and Adapt Regularly: Social media algorithms are constantly evolving, so monitor your analytics to understand what works best. Use A/B testing on ads, post timing, and formats to refine your approach.

Final Thoughts

In 2024, social media algorithms are more sophisticated than ever, using complex cues to serve content that resonates with users’ preferences and behaviour. For digital marketers, understanding the mechanisms behind each platform’s algorithm—and staying on top of emerging trends—is essential for creating effective, engaging content. By focusing on authenticity, community-building, and targeted content, marketers can continue to leverage these platforms to reach and inspire their audiences. In a constantly shifting digital landscape, adaptability and a commitment to understanding audience behaviour will be key to social media success in the year ahead.

SimSof Ltd is a Digital Marketing Agency specialising in Web Site creation, Content Marketing and Social Media Marketing. We use leading industry tools to schedule social media posts and perform web site audits. Contact us on 01582 932461 or email us at info@simsof.com to find out more.