If you’ve worked in social media for more than five minutes, you already know that the landscape never stays still. And 2025 was no different. This year, the platforms have rebuilt the way content is served, personalized feeds even further, and taken major steps toward becoming full-scale search engines. As we head into 2026, the pace of change isn’t slowing down…but that’s what makes this space so exciting!
Here’s a look at the biggest shifts we saw this year, and what they mean for brands moving forward.
Instagram: Users Are Now the Algorithm (Kinda)
Instagram has taken its biggest leap yet in giving users control over their feeds. For years, creators and brands tried to reverse-engineer the Instagram algorithm – why a post showed up, why another vanished into the void, why certain topics dominated Explore pages. In 2025, Instagram finally handed back some of that power.
Users can now set custom algorithm preferences that narrow or expand the categories of content they want to see. Don’t want fitness content? Turn it off. Want double the travel, comedy, or home DIY inspiration? Toggle those on. It’s a more transparent, user-first system that rewards authenticity and relevance more than ever before.
They also introduced two major feature additions:
Instagram Maps: Think Snapchat’s Snap Map, but with a more curated, aesthetically polished IG twist. This new tool lets users explore local businesses, hotspots, creator recommendations, and geo-tagged posts in a single, interactive map. For brands with physical locations, this feature is a goldmine.
Reposts: Taking a cue from TikTok, Instagram finally embraced a native repost function. Users can now share others’ content directly to their feeds, not just to Stories. This shift encourages more community-driven discovery, and brands who create highly “shareable” content are already seeing the payoff.
Instagram isn’t just a visual platform anymore – it’s a customizable discovery engine.
LinkedIn: The Corporate Stiffness Is Officially Gone
I never thought I’d say this, but LinkedIn became…fun? Conversational? Maybe even a little trendy?
2025 was the year LinkedIn realized that not every post needs to read like a press release. People want education, yes, but they also want personality. And LinkedIn delivered.
Here’s what’s changed:
New Post Metrics: LinkedIn now shows saves and shares, just like Instagram and Pinterest. These metrics give brands a clearer picture of what content is resonating at a deeper level – not just publicly performing well, but also silently providing value.
CapCut Integration: Short-form video isn’t going anywhere, and LinkedIn knows it. With official CapCut integration, users can now create polished videos without leaving their phones. This move alone has made LinkedIn content feel more dynamic and creator-focused.
Custom Video Covers: It took long enough, but LinkedIn finally added editable video covers. You can now choose a thumbnail just like you can on Instagram or TikTok. The platform is clearly leaning into its identity as a serious-but-engaging creator space, not just a digital resume repository.
Brands that show up with authenticity and expertise – not just corporate jargon – are the ones winning on LinkedIn right now.
TikTok: Personalization Without the Rabbit Hole
TikTok built its empire on hyper-personalized feeds, but in 2025 it acknowledged the downside to that: Sometimes users don’t want to get stuck in one content niche (or an echo chamber) forever.
This year, TikTok added its own version of Instagram’s content controls, allowing users to choose which topics they want to see more or less of. The result? A healthier and more balanced viewing experience.
For brands, this means relevance matters more than ever. If users can intentionally opt out of your topic, your content must give them a reason to opt in.
Social Platforms Are Now Search Engines – And That Changes Everything
One of the most transformative shifts we saw this year is the rise of social platforms as search tools.
Users now type full questions and phrases into Instagram and TikTok search bars the same way they would in Google or ChatGPT:
- “HVAC repair tips”
- “Volunteer opportunities near me”
- “Marketing ideas for small businesses”
- “Custom closets in Louisville, KY”
If your content isn’t optimized with the right keywords, phrases, and location tags, you’re missing a major opportunity.
But here’s the plot twist: traditional search engines are also indexing social content.
That means Google and ChatGPT are scanning your Instagram posts, your TikTok videos, your LinkedIn articles – all of it. Social content is now part of the broader SEO ecosystem.
In 2026, social media won’t just support your website’s visibility. It will drive it.
Our 2026 Frontier: Enter Reddit
At High10 Digital, we’re officially dipping our toes into Reddit – and let me tell you, it’s been…interesting.
Reddit isn’t like other social platforms. It’s built on community trust, skepticism of marketing, and brutally honest feedback. The line between being genuinely helpful and surreptitiously marketing your brand is razor thin.
We’ve spent this year experimenting:
- What kinds of comments get flagged?
- When does a recommendation feel too promotional?
- How do we participate authentically without crossing subreddit rules?
It’s a learning curve, but an exciting one. Reddit has tremendous potential for niche visibility, long-form conversation, and authentic audience engagement. In 2026, we expect Reddit to become a bigger part of our strategic toolkit.
Social Media Never Stops Evolving, But Neither Do We
If 2025 taught us anything, it’s that change is constant. Platforms are becoming smarter, more intuitive, more customizable, and more search-driven. The brands who thrive will be the ones who adapt quickly, embrace experimentation, and understand the nuances of each platform.
At High10 Digital, we’re here to help you stay ahead, whether that means navigating a new algorithm, optimizing content for search, or exploring platforms you’ve never tried before.
Let’s make 2026 your strongest year on social media yet. Reach out today, and let’s grow your brand together.