Relying solely on a chronological feed of followed accounts limits growth. The "For You" page, despite its pitfalls, is a powerful discovery tool. The ideal strategy involves using both: a curated feed for engagement and a discovery algorithm for finding new, compelling voices.

Pinterest functions more like a visual search engine than a social media feed. Users actively search for ideas and solutions, indicating they have pre-qualified interest. This places them further down the customer journey compared to users on Meta platforms who are typically just scrolling.

Instagram is testing a default home feed composed entirely of Reels, reflecting that video now drives over 50% of time spent on the platform. This move solidifies its shift to a short-form video app, forcing brands still focused on static images to adapt or lose significant organic reach.

Treat your Instagram captions as SEO content, not just descriptive text. As posts become discoverable in external search engines and chatbots, embedding relevant keywords is crucial for visibility beyond Instagram's walls. This transforms captions into a key tool for search discoverability.

Facebook has updated its Reels algorithm to surface 50% more same-day published content. This challenges the common strategy of scheduling content in advance, especially for topical posts that previously suffered from a discovery lag. Marketers must now consider publishing content closer to its relevant date.

Data reveals Instagram Reels now achieve double the reach (30%) and engagement of traditional photo or carousel posts (13-14%). With Instagram's head confirming the app is being redesigned around Reels and DMs, marketers should shift all focus to video and deprioritize static image content.

When platforms like Instagram roll out a new feature, such as the awkward long horizontal format, marketers should adopt it immediately. Platforms aggressively push new features to drive adoption, rewarding early adopters with increased visibility and reach, even if the feature itself is disliked by users and creators.

As feeds become saturated, relying on shares for discovery is insufficient. Your ideal followers are actively searching for solutions. Optimizing profiles and posts with keywords to answer their questions is a more reliable and underrated path to being discovered.

Instead of reactively trying to please algorithms, proactively identify the best 'doorways'—specific platforms and content formats—to reach your ideal audience. This shifts the focus from chasing reach to strategically choosing where you appear and how you present your brand.