If you use social media, you probably know that posts and videos show up on your feed in a specific order. Sometimes, you see updates from your friends, family, or favorite brands. Other times, you might discover something new that interests you. But have you ever wondered how those posts end up on your feed? Well, it’s all thanks to something called an algorithm.

An algorithm is a set of rules that social media platforms, like Facebook, Instagram, Twitter, or TikTok, use to decide which posts you see. These rules are designed to show you content that they think you’ll like the most based on your activity, interests, and what other people are engaging with. But here’s the thing: these algorithms are always changing. And while that might sound like a good thing, it’s actually making it harder for people and businesses to get their posts seen by more people.

In this article, we’ll explore how algorithm changes are hurting reach on social media. We’ll explain what reach is, how algorithm changes work, and why it’s becoming harder for posts to reach a larger audience. Let’s dive in!

What is Reach?

Before we get into the impact of algorithm changes, let’s first understand what reach is.

In social media terms, reach is the number of people who see a post, video, or ad. It’s an important metric because it shows how many people are being exposed to your content. For businesses and influencers, the goal is often to increase reach, so their message can be seen by as many people as possible. For example, a brand might want its post about a new product to reach thousands of people to get more customers.

Reach can be affected by different factors, including how many people follow you, how often they engage with your content, and, most importantly, how social media platforms decide to show your posts.

How Do Algorithms Work?

To understand how algorithm changes hurt reach, it’s important to know how social media algorithms work in the first place.

Every time you open an app like Instagram or Facebook, the algorithm decides which posts, videos, or stories should show up on your feed. The algorithm looks at a variety of factors, such as:

• Engagement: How many people liked, commented, or shared the post.

• Recency: How new the post is. Older posts might be less likely to appear unless they’re getting a lot of attention.

• Relationships: Who posted the content. If it’s from someone you interact with often, the algorithm is more likely to show it to you.

• Interests: What kind of content you’ve engaged with before. For example, if you watch a lot of cooking videos, the algorithm will show you more cooking-related posts.

Algorithms try to give you content that they think you’ll enjoy based on all this information. It’s why you see certain posts from your friends or discover new content that aligns with your interests.

Why Are Algorithm Changes Hurting Reach?

Over time, social media platforms have made changes to their algorithms. These changes are designed to improve the user experience, but they also make it harder for many posts to reach a wide audience. Let’s take a look at how and why this is happening.

1. Prioritizing “Personal” Content

One of the biggest changes social media platforms have made is shifting their focus toward showing more “personal” content—meaning content from people you know or interact with regularly. For example, Instagram’s algorithm has been updated to show more posts from your friends and family and fewer posts from businesses or brands.

While this is good for keeping people connected with their friends, it’s bad for businesses and creators who rely on reaching a larger audience. If a brand or influencer posts something on Instagram, it may not show up on as many people’s feeds unless those people already interact with the brand. Even if someone follows a business, the algorithm may not show that business's posts unless it gets a lot of likes, comments, or shares.

This change is hurting reach because it makes it harder for people who aren’t directly connected to a business to see its content. This is especially difficult for new businesses or creators who are just starting out and don’t have an established following or strong engagement.

2. More Ads, Less Organic Reach

Another major change has been the increase in ads on social media platforms. Social media companies want to make money, and they do this by showing more paid advertisements. As a result, there’s less space for organic (unpaid) content to appear on your feed.

When social media platforms show more ads, they also need to control how much organic content (posts from users, influencers, or businesses) appears. This means that even if you’re following someone or a business, you might see fewer of their posts in your feed unless they pay for ads.

For businesses, this can be frustrating because they might be putting out great content, but the algorithm pushes it lower down in people’s feeds or even out of sight entirely. So, to get more reach, businesses have to spend money on ads, even if they already have a strong following.

3. Engagement Over Content Quality

In many cases, the algorithm favors posts that get a lot of engagement quickly, even if the content isn’t the highest quality. This means that posts that get lots of likes, comments, and shares will appear more often in people’s feeds. But this also creates a situation where the algorithm rewards “clickbait” or flashy content that might not be very informative or meaningful.

For example, a post with a catchy headline that encourages people to click, share, or comment might get more reach, even if the content is not very helpful. This can be frustrating for users who want to see content that is truly interesting or valuable to them.

For businesses trying to create thoughtful and high-quality content, the algorithm might not reward them as much as it rewards content that is more engaging but less informative. This can limit the reach of businesses that focus on creating meaningful, long-form content or educational posts.

4. Changes Based on User Behavior

Social media platforms are always adjusting their algorithms to match changes in user behavior. For example, if more people start interacting with certain types of content (like short-form videos), the algorithm will begin to prioritize that type of content.

This means that businesses and creators need to constantly adapt to the new preferences of social media users. If users suddenly prefer videos over pictures, businesses that post a lot of images may see a drop in reach. If a platform decides to prioritize live videos or stories over regular posts, businesses will need to change their strategy to stay visible.

The challenge is that these changes can happen quickly, and it’s hard for businesses to keep up. They might have to experiment with new content types and pay attention to how user behavior shifts in order to maintain good reach.

5. The Shift Toward Video Content

In recent years, social media platforms like Instagram, Facebook, and TikTok have shifted their focus toward video content. While this change can be great for users who enjoy watching videos, it’s a challenge for businesses and creators who are more accustomed to posting photos or written content.

Videos are more expensive and time-consuming to create than photos or text posts. So, businesses that don’t have the resources to produce video content may see their reach suffer. Even if a business creates high-quality images or text-based posts, the algorithm might not show them to as many people if the platform is prioritizing videos.

This shift toward video content is especially noticeable on Instagram, where the platform now promotes Reels (short-form videos) over traditional posts. This means that businesses that don’t use video content are likely to see their reach drop, unless they adapt to the changes.

How Can Businesses and Creators Adapt to Algorithm Changes?

Even though algorithm changes are making it harder to get reach on social media, there are ways that businesses and creators can adapt. Here are some strategies to help you maintain good reach, even as algorithms shift.

1. Focus on Quality Content

The best way to get noticed on social media is by creating high-quality content that resonates with your audience. Even if the algorithm changes, great content is more likely to get shared, liked, and commented on, which can help increase your reach.

Make sure your posts are valuable to your audience. This could mean posting informative tutorials, sharing behind-the-scenes content, or creating engaging stories that people want to interact with.

2. Use Video Content

Since social media platforms are prioritizing video content, it’s a good idea to start incorporating more videos into your strategy. Try creating short, fun videos (like TikToks or Instagram Reels) that showcase your product, share tips, or entertain your audience.

Videos are often more engaging than static posts, so using video can help increase your reach. You don’t have to produce high-budget videos—just get creative with your smartphone!

3. Engage with Your Audience

The more you interact with your followers, the more likely your posts will show up in their feeds. Respond to comments, start conversations, and engage with other users. This kind of interaction can boost your visibility, even if the algorithm changes.

Building a loyal community of followers who engage with your content regularly can help keep your reach steady, even when algorithms change.

4. Experiment with New Content Types

Stay flexible and experiment with different content formats. If the algorithm starts favoring a new content type (like stories or live videos), try creating that kind of content. Testing new formats can help you stay ahead of algorithm changes and keep your content fresh.

5. Invest in Paid Ads

If you want to increase your reach quickly, paid advertising can be a great option. Social media platforms like Facebook, Instagram, and Twitter offer paid ad options that allow you to target specific audiences and boost your reach. Ads can help you reach people outside of your existing followers, and they can work even when organic reach is limited by algorithm changes.

Conclusion

Algorithm changes are making it harder for businesses and creators to get their content seen on social media. With platforms constantly adjusting how they prioritize content, it’s more difficult than ever to maintain good reach. These changes are often focused on personal content, video posts, and engagement, which can hurt businesses that rely on organic reach.

However, by focusing on creating high-quality content, engaging with your audience, experimenting with new content types, and even using paid ads, you can still adapt to these changes and increase your reach. While social media algorithms may continue to evolve, staying flexible and creative can help you succeed in the ever-changing world of social media.