What Meta’s New Algorithm Means for You

Social media is evolving at a rapid pace, and Meta’s latest algorithm update is a significant shift that impacts content creators, businesses, and marketers alike. The platform is moving away from a friend-based content distribution model and shifting toward interest-based content discovery. I wrote about it  2 weeks ago The New Meta Algorithim . In a nutshell this means that instead of primarily seeing posts from friends, family, and followed pages, users will now receive content based on what Meta predicts they will engage with—regardless of whether they follow the creator. We have TikTok to thank for this. No matter how you feel about the platforms this is a welcome change. The push, scramble, and gamble for followers was a game I always saw stacked for the House and winning was rarely worth the effort.

One of the biggest winners in this new system? Short-form video.

If you want to ensure that your content continues to be seen and engaged with, you must understand how this shift works and what it means for content creation, particularly for Reels, Stories, and other short-form video formats.

Meta’s latest algorithm update prioritizes interest-based content over connections, making keywords, hashtags, and engagement more critical than ever. And to think there was talk last year that the hashtag was being retired.  

Meta’s Shift to Interest-Based Content: What You Need to Know

For years, Meta’s platforms—Facebook and Instagram—relied heavily on an engagement-based algorithm that favored content from friends, family, and followed pages. This approach helped users stay connected with their networks but limited content discovery beyond immediate circles. So frustrating because paid ads were the only way through this gatekeeper.

With the latest update, Meta has made a fundamental change to how it delivers content to users. The new model prioritizes content that aligns with user interests rather than their social connections.

Key Changes in Meta’s Algorithm:

• Increased Discovery of New Creators: More than 50 percent of the content users see in their feed now comes from unconnected sources, meaning it is surfaced based on user behavior rather than existing relationships.
• AI-Powered Recommendations: The platform’s machine learning algorithm now analyzes user interactions—such as watch history, likes, and shares—to predict and serve the most engaging content. Today Chat GPT listed the resource articles in my research for this article, 2 were people I follow. Ai has entered the game of online visibility.
• A Heavy Push Toward Short-Form Video: Reels, Stories, and other short-form videos are seeing significantly higher reach and engagement than static posts.
• Greater Importance of Keywords and Hashtags: Content categorization is now heavily influenced by relevant keywords and strategic hashtag usage, helping Meta understand what your content is about and who it should be shown to.

For businesses and content creators, this shift presents both challenges and opportunities. If you understand how the algorithm works, you can reach new audiences, expand your brand presence, and drive higher engagement.

Why Short-Form Video is More Important Than Ever

One of the clearest takeaways from Meta’s algorithm shift is that video—specifically short-form content—is the key to reaching more people.

Reels, Stories, and short-form videos are now dominating feeds across Meta’s platforms. The platform prioritizes these formats because:

1. They hold user attention longer. Short, engaging videos keep viewers hooked, leading to longer session times on Meta’s platforms.
2. They encourage more interaction. Videos with quick cuts, captions, and compelling hooks drive higher engagement, which is crucial for algorithmic ranking.
3. They are easily shareable. Short-form videos are more likely to be shared, increasing the potential reach beyond the original viewer.

Meta’s shift to interest-based content discovery changes the game—favoring relevance and engagement over follower count. Short-form video is now the key to reaching new audiences, with quick, engaging, and optimized content driving visibility.

For creators and businesses, success now depends on strong hooks, strategic keywords, and audience interaction. The platforms reward content that holds attention and sparks engagement.

This isn’t a change to fight—it’s one to embrace. Create content that resonates, test what works, and stay ahead. Meta has changed the rules. Are you ready?

Next week I’ll be talking about optimizing for short form video. Here are some good references to start your journey. Michael Stelzner’s Social Media Examiner Podcast. These podcasts break down short-form video creation in two very different ways. 6-step formula for billion-dollar views and Viral Short Form Video Formats for 2025.

If there is a topic you’d like to hear more about 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. tgold@bigwaterci.com

Trina Gold

Master Creator

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