Meta's New Algorithm

Navigating Meta’s New Algorithm: How to Adapt Your Organic Strategy in 2025

When it comes to business and organic marketing many of you know my bias on this topic, I am a Digital Marketing Agency that creates, posts, and tracks Meta paid ads. That is my business. I do offer organic page management to my clients who use my Paid ad services for the sole purpose of brand building and recognition. I won’t go into the specifics of organic marketing here. I will be speaking this week at Truckee Chamber of Commerce’s Lunch & Learn, Wed.? Feb 12th.? Topic: Meta Business Suite 101.?

? ? This week’s article topic is about the change in Meta's algorithm from follower-based to interest-based. Thank you, TikTok. It is a good business move for the Zuck to capitalize on the current chaos.?

? ? I will add a great resource for short video strategy and creation. This week Mike Stelzner’s interview on his own new marketing shift. How We're Pivoting Our Marketing: Behind the Scenes.

Meta’s shift from a follower-based to an interest-based algorithm fundamentally changes how organic marketing works on Facebook and Instagram. Instead of prioritizing content from accounts users follow, the algorithm now surfaces content based on individual interests and behaviors—similar to TikTok.

How This Affects Your Organic Marketing Strategy

Content Must Be More Engaging Than Ever

• Since people don’t need to follow you to see your content, engagement signals (likes, shares, comments, watch time) matter more than follower count.
• The algorithm favors content that keeps people watching, interacting, and returning.
• Think about asking and answering questions. This adds people who are searching for answers.

Hashtags & Keywords Matter More

• Meta is indexing content based on themes and interests, so using relevant keywords in captions, video titles, and text overlays helps your content reach the right audience.
• Example: If you’re posting about short-form video tips, use phrases like “video marketing tips” and “what is a good content strategy?”.

Short-Form Video Dominates

• Reels, short videos, and interactive stories are prioritized over static images or text-based posts.
• Creating snackable, informative, and entertaining videos will boost visibility.

Consistency & Volume Increase Visibility

• Since any post can be shown to new audiences, posting frequently and consistently increases your chances of hitting the right people.
• A mix of educational, entertaining, and relatable content keeps your profile active in the algorithm.

Community & Conversations Still Matter

• While the algorithm prioritizes interest-based content, social proof (comments, shares, saves) is still key.
• Start conversations in the comments to trigger more distribution.
• Create polls, Q&As, and interactive elements in stories to encourage engagement.

Originality is Essential

• The new Meta algorithm deprioritizes reposted content (especially from TikTok).
• Use Meta’s in-app editing tools for Reels and avoid watermarked videos.

What to Do Next

1. Double down on short-form video—it’s the fastest way to gain traction.
2. Optimize captions & text overlays with interest-based keywords.
3. Encourage engagement by asking questions or using call-to-actions.
4. Experiment with formats (live videos, behind-the-scenes, tutorials).
5. Stay consistent—even 3-4 posts per week can make a difference.

Hope this gets you going on your new organic marketing strategy.

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