The social media landscape is transforming dramatically in 2025, with algorithms becoming increasingly sophisticated and, frankly, more demanding. If you’re a business owner wondering why your carefully crafted posts seem to vanish into the digital ether, you’re not alone. Here’s what’s actually happening behind the scenes.
LinkedIn: Value over vanity
The days of stuffing your LinkedIn posts with trending hashtags are well and truly over. LinkedIn’s algorithm now factors in ‘dwell time’ – essentially, how long people actually spend reading your content. The platform has shifted hashtags towards SEO integration rather than standalone discovery, meaning they work as support tools rather than magic bullets for visibility.
The platform’s AI is looking for substance. LinkedIn is leaning hard into long-form, value-driven content, prioritising posts that spark genuine conversation over promotional fluff. Using 3-5 relevant hashtags is still recommended, but they should complement quality content, not replace it. Think less about gaming the system and more about creating posts that make people stop scrolling.
Instagram: Engagement is everything
The top three ranking signals on Instagram in 2025 are watch time, likes, and sends. The platform has moved decisively towards short-form video, particularly Reels, whilst static posts struggle for visibility unless boosted by advertising or influencer tags.
Instagram’s latest update prioritises reciprocal engagement, meaning your content gets a boost when it prompts meaningful back-and-forth conversation. The ‘post and ghost’ strategy is dead – if you’re not replying to comments and DMs, your visibility will suffer accordingly.
Facebook Pages: The visibility challenge
Here’s the uncomfortable truth about Facebook business pages: Facebook posts have an average engagement rate of only 0.06 percent. Your followers won’t necessarily see your posts unless they’ve specifically chosen to prioritise your page or have their feed set to ‘Most Recent’ rather than the default ‘Top Stories’.
Meta is refining its machine learning models to suggest content based on user behaviour, even from accounts they don’t follow. The algorithm favours content that generates meaningful engagement – comments and shares trump simple likes. If you’re posting to a business page and hearing crickets, it’s not personal; it’s just the algorithm prioritising friends and family content unless you’ve earned your way into users’ feeds through consistent engagement.
X (Twitter): A slow decline
X is experiencing what can only be described as a steady exodus. The platform lost approximately 8 million users compared to last year, and in the 12 months leading up to January 2025, X experienced a decline of 33 million users, representing a 5.3% decrease in its global active user base.
Despite projections of advertising revenue growth, the platform faces fundamental challenges. Real-time updates, trending topics and hashtags drive X’s algorithm, but many users – particularly progressives, younger demographics, and minorities – have migrated to alternatives like Bluesky and Threads. It’s not dead yet, but it’s certainly not the powerhouse it once was.
Threads: The business professional’s surprise
Threads has emerged as an unexpected contender for professional conversations. Threads hit 275 million active users in November 2024, growing rapidly whilst maintaining a more conversational, less polished atmosphere than LinkedIn.
The platform’s audience skews younger – mainly adopted by Gen Z – but professionals are increasingly finding it valuable for authentic industry discussions. Threads’ median engagement rate sits at 6.25%, compared to 3.6% for X posts, suggesting audiences are more willing to interact. However, business adoption remains modest compared to established platforms, making it more experimental territory than essential real estate.
The bottom line
In 2025, social media algorithms reward authenticity, engagement, and value above all else. Hashtags alone won’t save you. Posting regularly to a business page won’t guarantee visibility. The platforms are demanding that you earn attention through quality content that genuinely resonates with your audience. It’s harder work than it used to be, but for those willing to adapt, the opportunities for meaningful connection are still there – just in different forms than we’ve been used to.
