Algorithm At The Wheel

Keeping Up with Social Media’s New Drivers

How small businesses can adapt to algorithm shifts with short-form video, authenticity, and relevance.

Today, social media algorithms are at the wheel, deciding what content gets seen, liked, and shared. I do need to make the distinction between organic posts and paid advertising. In paid the algorithm works FOR you in organic you work for the algorithm. Not to say you can’t be successful in gaining traction but it takes an understanding of what is needed to break through. ? For small businesses and local brands, especially in places like Tahoe-Truckee, keeping up with these shifts is essential. The rules of engagement are always changing, and if we don’t adapt, our posts risk sinking below the surface and noise. Here are four major shifts transforming social media today, along with strategies to help your business rise above the noise and thrive in these vast, undulating waters of the digital world.

1. Short-Form Video: The New Star of the Show

If you’ve been scrolling through Instagram, Facebook, or TikTok, you already know short-form video has taking over. And there’s a reason for that: people can’t resist it. Social platforms are leaning into video because it captures attention quickly and keeps users engaged. From quick how-tos to moments behind the scenes, video is the content type that’s getting pushed in feeds. For small businesses, this isn’t just good news—it’s an opportunity. I just saw a wonderful LinkedIn Video post that a CEO did for an employee’s one year anniversary. Brilliant on so many levels.

The great part about short-form video is that it doesn’t require a big budget. Your audience isn’t looking for a Hollywood production; they want real moments that show who you are and what you’re about. That’s perfect for local businesses because authenticity is often more valuable than polish.

• Post Regularly: The algorithm loves consistency, so the more you post, the more visible you’ll be. Don’t worry about making every video perfect; just aim to post consistently.
• Include Hashtags and Location Tags: This is essential for reaching your local audience. Tags like #TruckeeSmallBiz or #TahoeLife help you connect with those nearby, increasing the chances that people in your area see your content.

Short-form video is powerful because it’s quick, memorable, and relatable. Plus, it allows you to share a part of your story and let your community in on what makes your business unique. If you’re not already posting short videos, now’s the time to start.

2. Authenticity is In; Perfection is Out

Gone are the days when every post had to look flawless. People are increasingly drawn to authenticity on social media. This shift in the algorithm means that posts that feel real, relatable, and unscripted are more likely to reach a broader audience. For local businesses, this is a huge win—you don’t need a fancy studio setup to make an impact. Audiences want to see the real people and personalities behind a business, and as a result, social platforms reward that.

For a local business, being genuine and open with your audience is your secret sauce. Whether it’s a look behind the scenes or a quick video of your team working, showing those everyday moments lets people know who you are, not just what you sell.

• Highlight the Behind-the-Scenes: Think about what goes into your daily routine that people would find interesting. For example, a quick clip of you prepping for the day or chatting with the team shows your business’s personality.
• Use a Conversational Tone: Write your captions like you’re talking to a friend. Avoid using “marketing-speak” and lean into your natural voice. This creates a stronger connection with your followers. Speak at a conversational pace slightly faster than normal. This is their time so deliver quickly and efficiently. DO NOT ramble.
• Show Imperfection: It’s okay to let people see the unpolished side of things. A funny mishap or an “oops” moment can be endearing and help your audience relate to you.?

Authenticity builds trust and helps you stand out. Your audience appreciates it when they get to see your business’s real personality, quirks and all.

3. Recency and Relevance: Algorithms Love What’s Timely

Today’s algorithms are all about recency and relevance, meaning they’re more likely to show content that’s current and connects with users’ interests. For local businesses, this opens up a fantastic opportunity to engage by aligning your posts with local happenings, seasonal changes, or timely events. Posting content that’s both recent and relevant can really pay off by giving your business a steady presence on social media. One of my clients has a local resort and does impromptu shorts when it’s snowing and gets triple the engagement every time. He knows his people.?

• Focus on Local Events: Whether it’s the winter snow season in Tahoe or a local festival, tailoring your content to what’s happening around town makes it more relevant to your audience. If you’re a retail shop, share tips for seasonal essentials or showcase products aligned with the time of year.
• Use Local Hashtags: Hashtags are a simple but effective way to increase reach. During events like SnowFest, try using tags like #SnowFest or #TahoeLife to reach people in your area.
• Stay Consistent: Consistency is key, especially if you want the algorithm to keep showing your content to followers. Try to post at least a few times a week so that your business remains active and visible. Think about branding here with your backgrounds or openings.

By focusing on timely, relevant content, you’re not just keeping your posts in front of people; you’re showing that your business is in tune with what’s happening locally.

4. Personalized Feeds: Building Consistent Engagement

Social media platforms are more personalized than ever. Algorithms look at user history—likes, shares, comments, and even the types of content users spend time on—to deliver content that matches their interests. For local businesses, this means that getting your audience to engage regularly can help you stay top-of-mind. The goal here is to create content that people not only like but also come back for.

• Use Call-to-Actions to Invite Engagement: A simple call-to-action like “Tell us what you think in the comments!” or “Tag a friend who’d love this” can boost interactions and help your content reach more people.?
• Create a Recurring Theme: Recurring posts like “Friday Favorites” or “Tip Tuesday” are a great way to bring followers back each week. Consistency makes your content familiar, and followers are more likely to interact if they know what to expect.?
• Respond to Your Audience: Take the time to reply to comments, like user posts, and engage back. It makes your followers feel valued and can increase the chances of them engaging again.

The more you connect with your audience through meaningful interactions, the more likely it is that your content will continue to appear in their personalized feeds. This consistency can help build brand loyalty, ensuring that your business remains visible over time.

Wrapping Up

Social media is constantly evolving, and today’s algorithms bring both challenges and opportunities. For local businesses, adapting to these algorithmic drivers—short-form video, authenticity, timeliness, and personalization—can make a huge difference. By keeping these strategies in mind, you’re not just adjusting to the latest social media trends; you’re positioning your business to build deeper connections with your audience, right where they are.

The algorithm may be in control driven by social interaction but by understanding how it works, we can stay on the map and drive more authentic engagement with our communities. I always ask “why?” Why would anyone stop and listen to what you are saying. Is it useful? Entertaining? ?

Remember this is their attention you are asking for did you earn it? Or are you just throwing pasta at the wall to see if it sticks?

If there is a topic you’d like to hear more about by all means comment below or direct message and I’ll do my best.

Nothing better than a good question to jump into.

Reach out for a talk over coffee or a hike I give information freely. I only ask to be paid when I do the work. [email protected]

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Trina Gold?

Master Creator