If you are an active social media user, then you know that Facebook and Instagram advertising is quickly shaping our current world of online and digital marketing. WitMark Group is assuming you already understand both Facebook and Instagram’s algorithms and that you are seeking further information pertinent to how these updates can impact your business and personal pages.

As business owners, we have more control over social advertising than we think – but only if we are utilizing the new algorithm to our advantage. We are seeing trends for many platforms in terms of relevancy in content; Google, social platforms, and the like are utilizing terms like “authentic” and “meaningful.” Expertise, Authoritativeness, and Trustworthiness, also known as E-A-T, are also terms being used to better determine what each of those specifically mean and what the qualifying factors are for social. You will see that part of the changes including “meaningful” content are contingent on user engagement. This can be a problem for some brands who have limited engagement per post. Over the next year, we will be adding blogs on these topics as well as sources for SEO and Pay Per Click (PPC) changes. In order to make Facebook’s new algorithm to work with you and not against you, here are a few things to take note of when creating both organic social posts and ads. Feel free to reach out to us with questions.


  • Facebook added a brand-new feature that allows business pages to target existing followers with organic targeting. This means you can target users who already like or follow your page for free. The new algorithm improves organic reach, but only if you create a post that facilitates initial user engagement. User engagement such as likes, reactions, comments, or tags will determine your post’s organic reach. If your post gets more initial engagement, then Facebook will continue to show your post more frequently.
  • There are several features of Facebook’s desktop news feed that have been overhauled, making organic posts harder to reach users. For each post, users will only see three lines of text now, making your post short and sweet. Furthermore, Posts created by pages that generally don’t receive much user engagement will experience a significant decrease in organic reach. One way to increase your organic reach is by creating meaningful posts. Facebook scores “meaningful” posts as getting reactions, comments, and shares versus regular likes.
  • In addition to Facebook’s new feature, there are also a few Facebook group changes. First and foremost, when a user leaves a group, they can erase all prior messages as they leave. Additionally, Facebook will notify users when it flags or removes content posted in groups. If the content continuously gets flagged or removed, Facebook will disband your group. Facebook will eventually allow admins to regulate group content.


  • Instagram is removing likes and video view counts from posts. This is by far the most important change implemented by Instagram. As a user, you will still be able to see your own post’s likes and views but not for other users’ posts. Now, users will heavily rely on comments for social proof.
  • As for the explore tab revamp, there will be a significant increase in post competition. Low quality posts are getting removed from the explore page as well as from hashtags. However, Instagram has made it easier than ever before to discover new content by expanding its navigation bar with the addition of category tabs.
  • Instagram is currently testing a new format for IGTV in hopes to increase user appeal – visually and functionally. The display will resemble the increasingly popular video app, TikTok, that displays vertical videos, and users will get to see larger, scrollable titles. Additionally, Instagram is adding IGTV “categories” that will allow users to watch more relevant content without having to search for it.