Social media algorithms are in constant flux as platforms race to stay relevant – pushing brands and creators to keep their strategies flexible to adapt quickly.

Research from Deloitte has revealed that brands which tailor their social strategy to each platform’s norms and user expectations, see an average annual revenue growth of more than 10% as a direct result of social marketing. 

When compared to brands with lower social maturity, these companies are also eight times more likely to surpass their B2C revenue targets by 25% or more.

Those stats are too big to ignore. 

As we know, each of the six major platforms – Facebook, Instagram, LinkedIn, Reddit, TikTok and X – has its own unique algorithm and user behaviours that dictate content effectiveness.

But what are they and how can you get the best out of them? In this cheat sheet below, we’ve taken a look at what works best on each platform. 

1. Facebook: community-building

Facebook is returning to its roots as the algorithm now prioritises posts from friends and family over brands and pages that don’t consistently earn engagement. That doesn’t mean brands can’t use the platform. Storytelling, authenticity, and human-led content are more important than ever. 

We’ve seen this first-hand with a global B2B agriculture brand that videos of employee stories or community efforts to drive engagement. Facebook still uses a relevance score to determine what appears in your feed – based on context, connection, and whether people are likely to engage. 

Reels and live streams can boost visibility, but what really retains audience attention is content that invites conversation, shows care, and brings people closer – whether that’s through a story, a question or a meaningful moment.

2. Instagram: visual storytelling

Instagram is like a dazzling carousel of carefully curated moments and dreams, where content must be created with the target audience’s distractions in mind. The platform’s chief Adam Mosseri recently explained that the platform rarely makes major changes to the content ranking system and that most fluctuations in reach are tied to audience behaviour, not algorithmic changes. That means brands need to design content with this behavioural nuance in mind. 

Our recent review of Accenture’s Instagram strategy offers a great case in point. Its content highlights employees in unexpected, delightful ways, focusing on who they are beyond their roles. From showcasing surprising skills to personal passions, they reveal the human side of the company. Our work with Nestle Lindahls takes a different but equally effective route – prioritising bold, energetic visuals with a sense of fun and product-forward storytelling.

The takeaway? Whether B2B or B2C, success on this platform comes from knowing your audience and the visual journey they want to see – and delivering it in an entertaining and interactive way.

3. LinkedIn: personal stories with a professional twist

The business-focused social platform continues to reward authenticity and meaningful engagement, but there’s also been a strategic shift toward short-form video content. With a 36% year-on-year increase in video watch time, the platform’s audience has a clear appetite for more dynamic storytelling formats.

In our work with a leading global agri-tech brand, we’ve found that B2B audiences are far more likely to engage with people-first content – especially posts that highlight those responsible for innovations. Company announcements see stronger traction when paired with behind-the-scenes footage from events, or glimpses into R&D spaces.

While carousel posts and longer (800–1,000 words) posts still drive strong engagement, people will interact with good storytelling narratives. The key is to experiment with tone: brands like Duolingo and Monzo Bank have shown there’s room to have fun, even in professional spaces.

4. Reddit: reach through topic-based communities

Reddit is powerful for brands that take the time to understand its rules. The platform’s algorithm rewards quality and relevance. Getting upvotes, subreddit engagement, and fuelling meaningful discussions are key. 

In a recent strategy discussion, we advised a global consumer sportswear brand that most of its competitors are missing out on Reddit entirely. The one notable exception? Gymshark, which once built a highly active subreddit but hasn’t maintained it in over three years. 

Reddit can help brands build a passionate, loyal community, but only if there’s a commitment to encouraging real discussions. Beyond fitness, the most successful brands on Reddit are coming from sports and entertainment – areas where fans engage in conversations that stretch across TV shows, matches, and cultural events. For B2B brands, Reddit offers value in niche subreddits like finance or agriculture, where expert participation builds credibility.

5. TikTok: discovery through behaviour

TikTok’s algorithm is less about who you follow, and more about what you watch. It studies every swipe – what you engage with, how long you linger, and what you scroll past – to curate a hyper-personalised ‘For You’ Page. For brands, this means discovery rests on timing, tone and relevance. 

Recently, we advised a leading global banking group on how it could navigate TikTok’s culture. We found that trends matter, but evergreen content matters more. What hits the sweet spot is a blend of reactive content, including use of trending sounds and challenges, and structured series content that delivers value over time. 

Polished ads often underperform next to lo-fi, creator-style videos that feel spontaneous and human. The most successful brands on TikTok show up like people, not institutions – offering behind-the-scenes access, quick how-tos, or content that taps into broader social conversations. The goal is relatability, not perfection.

6. X: timely conversations

Twitter/X is now a platform defined by urgency – and the algorithm is designed to reward content that captures attention quickly. Posts are ranked based on engagement, topic, credibility and media format.

What we’ve seen work well across B2B and B2C brands is timely announcements, reacting to topical trends, and engaging directly in comment threads. This requires a fine balance for brands, making their presence feel less scheduled and more human. But when done right, it can see a carefully worded post go viral. 

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Adapt and thrive

To stand out from the crowd, brands and creators need to adapt content to each platform’s rhythm, audience behaviour, and content culture. By playing to each channel’s strengths, there’s more opportunity to build a connected, agile strategy that drives deeper engagement and impactful brand relevance.

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If you’re interested in finding out more or working with us to develop a strategy for your brand, send us an email to hello@battenhall.com.

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