written by
Dayana Mayfield

Social Media Algorithms: Updates & Tips by Platform [updated 2022]

Social Media 12 min read

Are you ready for all the social media algorithms 2022 updates?

Are you worried that your content will suffer even worse reach and engagement than it did in 2021? You're not alone. 80% of social media marketers say that their top strategy is to increase engagement across all channels.

Don't fret — we'll be keeping this article updated all year with news, tips, and tricks to help you master organic reach in 2022.

Paid social media traffic is critical for many businesses and brands, but organic traffic is the White Whale: it's free, fosters loyalty, and builds community.

Since you spend so much time on your content, you want as much free reach as you can get.

What are social media algorithms?

A social media algorithm is an automated calculation that decides which social media posts make it to the top of your feed and which don't. Overall, the top factors in most social media algorithms in 2021 are the amount of engagement that piece of content has received (especially within a short time frame) and how much you tend to engage with that creator's content in general.

Like YouTube, some social media algorithms take into account how much you engage with that type of content too. Let's dive into these social media algorithms 2021!



With 2.5 billion active monthly users, Facebook is still the top social media platform in terms of users. However, this social media giant takes much heat from businesses because of how difficult it is to get organic reach with a business page (versus a regular user profile).

Let's look at how business-related content can make it into users' organic social media feeds without utilizing a business page to post content.

Posts by users' friends in groups show up far more often in the newsfeed than ever before.

Social media algorithms 2020: example of a post that could show up in someone's newsfeed

You can build up friendships and a following to discuss business, right from your personal account.

Example of a post that can build friendships and a following.

How this social media algorithm works

Here are some of the defining factors of this social media algorithm:

  • Prioritizes content from friends and family members over businesses
  • Heavily prioritizes content from people you engage with (people whose posts you comment and like on, or whom you message)
  • Prioritizes number and length of comments
  • Prioritizes number of reactions and variety of reactions
  • Shows both recent content from your top friends and highly engaged content from friends that you personally engage with less often

Updates for 2022

The most significant updates for 2022:

  • Facebook is prioritizing posts in Groups and Events. Their redesign puts more emphasis on these, as they are "the two biggest reasons people visit Facebook every day."
  • Hashtags: Facebook has implemented recommended tag listings for when you’re composing a post. Not everyone can use this new feature yet, as it is still in beta, but it could be a great way to get a bigger reach on Facebook.

Tips for winning on Facebook in 2022

Here are some ways to win on Facebook in 2022 (aside from running paid ads).

  • When applicable, use your profile as a business owner or start an employee advocacy program.
  • Set posts to 'public' to gain traction with followers.
  • Ask questions to inspire engagement.
  • Post content that encourages meaningful, lengthy comments (not just "Nice shot").
  • Utilize Facebook video (doesn't have to be live!).



When it comes to engagement, Instagram is light years ahead of Facebook. Brands' content on Instagram gets a 1.6% engagement rate. Let's take a look at how business owners utilize Instagram.

In these examples, a fitness coach asks her audience for shopping decision advice, and a marketing education site offers a mini-tutorial in a carousel post.

How this social media algorithm works

The Instagram algorithm has the following characteristics:

  • Prioritizes posts with the highest number of likes
  • Prioritizes very recent posts (created within minutes of a user logging on)
  • Prioritizes posts from profiles that the user engages typically with
  • Prioritizes posts from hashtags that the user follows
  • Occasionally shows posts with great engagement from a profile and using hashtags that the user does not follow
  • Is believed to treat brands' content and consumers' content equally

Updates for 2022

While there's always a concern that Instagram will start to downgrade content from business profiles, there's still evidence of this being true. In 2022, even more users see content by profiles that they don't follow (not in the Discover tab but their main feed). To increase your chances of that happening, focus on getting engagement from your core followers.

Instagram has announced on what basis they decide whether they recommend your content or not. The most important points are:

  • Posts with clickbait or engagement bait don’t get recommended
  • Contests or giveaways don’t get recommended
  • Repurposed content from another source without added value doesn’t get recommended

Also, Instagram has enrolled Reels, their very own version of TikTok. Some Instagram accounts have exploded since using this new feature, so it may be worthwhile to invest some time in this type of content.

Tips for winning on Instagram in 2022

How can you master one of the most challenging social media algorithms in 2022? Let's see:

  • Engage with followers' content during the first hour after you post something.
  • During the first three hours after you post something, immediately respond to every comment.
  • Write meaningful captions.
  • Ask questions in your captions to engage with your audience better.
  • There's no one way to apply hashtags, so experiment with different hashtags and hashtag strategies.
  • Utilize Instagram Stories to get more organic reach with your audience without affecting your feed's cohesive style.
  • Stay consistent! This algorithm will downgrade you if you post randomly. You should post once a day, once every other day, or two times a week (whatever you can manage).



Did you know that 89% of B2B marketers utilize LinkedIn? Let's take a look at some posts that made it to the top of the LinkedIn algorithm.

Here's a LinkedIn post that asks for comments as a favor:

Social Media Algorithms 2020 example of how a LinkedIn post should look

While this post doesn't have much engagement, the person posting it is persistent on LinkedIn. He posts every day, and he's always in the top three posts on my LinkedIn feed!

It goes to show you that consistency can be even more important than racking up likes.

The LinkedIn algorithm doesn't automatically send video to the top of the feed as it did before, but it still likes it!

Social media algorithms 2020: LinkedIn doesn't send video to the top of the feed anymore in 2020

How this social media algorithm works

As far as we marketers can suss out, the LinkedIn algorithm does the following:

  • Prioritizes content from users whom you have engaged with in the past and who post consistently
  • Prioritizes content from users who get large amounts of engagement, even if you don't tend to like or comment on their posts
  • Favors lengthy comments over a high volume of reactions
  • Does not prioritize content from business pages
  • Prefers native content such as text posts, images with text, and videos with text

Updates for 2022

While LinkedIn video is still important in 2022, it's not like it was when they first allowed users to upload videos. Then, the algorithm was clearly prioritizing any video at the top of the feed. Now, videos have to get good engagement to get prioritized, but they still might have a slight leg up on static content.

In 2022, LinkedIn is continuing a trend that they started in 2019, which is to de-prioritize content from mega influencers and give users a chance to see content from the non-internet-famous people in their network.

Entrepreneur and marketer Jesse van Doren graciously shared his company’s experience with recent LinkedIn algorithm changes.

Of course, this is anecdotal information, so it can’t count as unequivocal algorithm law. (Remember: nothing can. Social media platforms don’t publicize algorithm details, so we all have to rely on personal experience.)

It's hard to say whether or not links with comments in the first spot are really getting downgraded, but if you're concerned about this, you can always minimize the use of that tactic. Ensure you're creating native content that doesn't need to link out to anything in a comment.

Another big LinkedIn update for 2022 is that they now factor in "dwell time" in their algorithm. If your audience spends much time digesting your content, chances are more people will get to see it.

Tips for winning on LinkedIn in 2022

Here's what you can do to get more eyeballs and engagement from LinkedIn:

  • Utilize business owners' and employees' profiles instead of just the business page.
  • Post different types of content: text, images, and video. See what gets the most significant proportion of impact over effort.
  • Stay consistent! This algorithm will definitely downgrade your content if you post randomly. Once per week seems to be the sweet spot for most, but if you want to really up your game, start posting once per day. Building up your track record is essential.
  • Don't be afraid to post external links occasionally. Just post these about 20% of the time.
  • Be sure to create content that can spark a conversation. The posts that really do well in LinkedIn's algorithm garner longer, higher quality comments, not just things like "awesome!" or "nice!".



With 330 million monthly active users and 152 million daily active users, You can't completely ignore Twitter. Twitter is still vital in the B2B space.

If you're not sure if it's worth your time, spend some time there — check out competitors, other companies, and popular hashtags — to see if your target audience is active on Twitter.

Let's take a look at some example posts that will score well in the social media algorithms 2022.

Getting retweets is still one of the best ways to increase your reach on Twitter.

Social Media algorithms 2020: Example of a retweet

Creating highly visual content on Twitter matters now more than ever.

Social media algorithms 2020: example of visual content

How this social media algorithm works

Of all the social media algorithms, Twitter factors in recency more than any other. But there are other characteristics too.

  • Prioritizes recent content (last 24 hours) with the highest amount of engagement from users you follow
  • Prioritizes content posted recently (within minutes)
  • Prioritizes content with retweets and comments over likes

Updates for 2022

Twitter released the ability to toggle between the top tweets algorithm and recent tweets. That is for iOS only. It's predicted that they could roll this out to desktop too.

Twitter will continue to prioritize tweets with high engagement and recent tweets, so volume and frequency still matter on this platform.

  • We've also seen higher engagement rates when:
  • Tweets contain up to two hashtags and 100 characters
  • Tweets contain an image link
  • you specifically ask your followers to retweet

Tips for winning on Twitter in 2022

  • Tweet 2 to 8 times per day for the best results.
  • Utilize all 280 characters only in specific posts (when sharing something informative).
  • Ask questions to get engagement.
  • Create a Twitter poll once a month.
  • Immediately respond to all comments within the first 2-3 hours of sending out a tweet.



Female millennials are the top cohort of active pinners, so mastering the Pinterest algorithm will be worth your time if that's your target market.

There are other active communities on Pinterest, too, especially B2B marketers.

In the B2B marketing space, Pinterest is a great way to share infographics and drive traffic back to the original blog post with the infographic embedded.

Social media algorithms 2020: example of infographics that attract B2B marketers

Pinterest is very popular among bloggers, who use the site to get organic traffic in the thousands or even hundreds of thousands each month.

How this social media algorithm works

The Pinterest algorithm has the following characteristics as for what shows up in your main feed:

  • Prioritizes fresh, recent pins
  • Prioritizes pins with the most engagement (repins and comments)
  • De-prioritizes pins that someone is repinning to too many boards
  • De-prioritizes pins from groups with hundreds or thousands of contributors

It's important to note that Pinterest newsfeed isn't the only place that users see the content. SEO really matters for Pinterest because many users discover new content by searching for their interests in the search bar.

Updates for 2022

Pinterest will continue the trends they set in 2020, 2021, and 2022, which is to downgrade spammy pins in the algorithm. Pinners need to be cautious with pinning the same pin in dozens of group boards, and group boards with too many contributors no longer have the distribution reach they used to. The Pinterest algorithm is also growing in its ability to vet pins for visual quality and check that pins are only pinned to relevant boards.

For Pinterest, it's quality over quantity. So you should pin less but newer and higher-quality content.

Tips for winning on Pinterest in 2022

  • Pin high-quality images (the length of the images doesn't matter as much as it once did).
  • Only pin to relevant boards.
  • Incorporate relevant SEO keyphrases in your pins.
  • Use a Pinterest scheduling tool like Tailwind to keep your feed fresh.
  • Pin a maximum of 50 pieces of content a day, but you'd best stay between 15 and 25 (and no more than ten boards per pin)



While YouTube is still somewhat underutilized in the B2B space, it's still an important platform. 73% of all adults in the US use YouTube.

The YouTube algorithm is notoriously tricky, and there are several ways that it shows users' content.

One of the most common ones is after you watch something, you're shown a related video to that topic or by the same content creator.

Social media algorithms 2020: example of a related youtube video you will see

How this social media algorithm works

YouTube is complicated. And it's one of those social media algorithms 2022 that stays complicated too. It has the following features:

  • Recommends video content related to what you previously watched.
  • Recommends video content by the same content creator as what you once watched.
  • Recommends viral videos (getting mass amounts of engagement and watch time in a short period), even if it's not relevant to you.
  • Lets you toggle to your subscriptions and shows videos from your subscriptions in reverse chronological order.

Like Pinterest, YouTube also has an algorithm, which means that SEO-optimizing your YouTube content is essential.

Updates for 2022

The YouTube algorithm will continue to factor in a user's likelihood of engaging with your channel and the type of content you post. In 2022, your relationship with your subscribers will be far more critical than your number of subscribers. Make sure that your subscribers understand the theme of your channel and know what to expect from you.

Tips for winning on YouTube in 2022

  • One to two minutes into your videos, ask viewers to "hit the like button or comment" if they're enjoying the video, so you increase engagement.
  • SEO optimize all of your YouTube videos.
  • Post consistently so your content makes it to the top of the subscriptions feed.
  • Write meaningful comments on videos in your niche (without asking people to check out your channel).
  • Use other marketing channels to get views and engagement on your videos within the first few hours of posting. Use other social media channels and your email newsletter.
  • Make the first few seconds and the first few minutes of your video very engaging and to-the-point. Don't ramble, or you'll have high bounce rates and low watch time.

These were the social media algorithms 2022 updates! Ready to take your social media management to the next level?

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