Online users are seeking a different experience: entertainment, discovery, information.
As a result, algorithms are adapting—ushering in a new paradigm. But what exactly is changing?
Social media has always been subject to transformation. It reflects our preferences and the times we live in.
That’s why companies often ask themselves:
“What’s the right way to behave on social media? How should we move?”
There are many variables to consider—from psychology to trend analysis, to a clear understanding of technological dynamics.
Yes, we’re talking about the infamous “algorithms”—the cold, indifferent referees of the social world that, regardless of our creative efforts, often determine the success or failure of our campaigns.
We get it—everyone wants a “magic pill,” the one solution that fixes everything and makes your brand shine.
But here’s the truth: while many offer this pill like a modern-day Morpheus, only a few possess the cultural, experiential, and technical depth necessary to guide you toward truly effective and aware social campaigns.
At Notorious, we’re committed to staying the course in this ever-changing sea.
That’s why we dedicate part of our time to studying this complex—but exciting—world, which is now deeply woven into all our lives.
Understanding user behavior, market expectations, preferences, and modes of interaction—while leveraging algorithm evolution—is the real challenge.
That’s why a humanistic foundation once again becomes a key to interpreting this landscape with clarity and professionalism. Knowing the history of social media—and how platforms have evolved from their origins—helps us recognize patterns, identify rules, and even anticipate what comes next.
THE GREAT ERAS OF SOCIAL MEDIA:
From Social Networking to “The Great Unfollowing”
Social platforms haven’t always looked the way they do now.
Everything has changed—platforms, communication styles, and the algorithms that govern content distribution.
To fully understand the current state of social media, it’s essential to view it as part of an evolutionary journey.
1997-2006: the pioneering era
The pioneering era marked the origin of social media as we know it today. Beginning with platforms such as SixDegrees in 1997, this phase pioneered the idea of creating personal online profiles, connecting with friends and acquaintances and sharing status updates. Friendster and MySpace further explored the concept of social networking, allowing users to personalise their pages with customised music and graphics. In 2004, Facebook revolutionised the industry by introducing a cleaner interface and a focus on real connections and authenticity. LinkedIn, on the other hand, paved the way for professional networking by creating a digital environment for career opportunities. At this stage, interaction was predominantly text-based.
2006-2012: socialisation and mass sharing
This phase was characterised by the global spread of social media as a tool for everyday connection. Zuckerberg’s platform, inaugurating the use of Facebook for business, introduced the newsfeed, changing the way users consumed content. Twitter, born in 2006, brought the concept of microblogging, with quick and concise updates in 140 characters. YouTube transformed video consumption, making audiovisual content accessible to anyone with an Internet connection. The arrival of Instagram in 2010 ushered in the culture of visual sharing, placing images at the centre of social interaction. At this stage, users began sharing moments of everyday life on a large scale, fostering the growth of active and interconnected online communities.
2018-2023: ephemeral content and short-forms
In this phase, content consumption becomes fast, visual and highly engaging. The rise of TikTok has changed the way audiences are entertained, with short videos and viral trends. Instagram responded by introducing Reels, while YouTube launched Shorts. Ephemeral content, such as Instagram and Snapchat Stories, increased the urgency of interaction, creating a sense of “FOMO” (Fear Of Missing Out). Algorithms have continued to evolve, favouring content that generates immediate and repetitive engagement. Music played a key role, going viral through challenges and dances on TikTok. This phase consolidated the culture of fast entertainment and passive consumption of content.
2006-2012: socialisation and mass sharing
During this phase, algorithms became the main driver of social media, determining what users saw in their feeds. Facebook introduced an algorithm that rewards the most engaging content, drastically reducing the organic visibility of company pages and favouring the “pay to play” model through sponsorships. Instagram’s algorithm followed the same path, moving from a chronological feed to one based on interests. Snapchat revolutionised communication with ephemeral content, influencing all other platforms. This is also the era of influencer marketing, where independent content creators have become real brands through sponsored collaborations.
2024 - Today: information, education and entertainment
As of 2024, Meta and other platforms are gearing their algorithms towards high-quality informational, educational and entertainment content. The aim is to promote more informed and enriching consumption. The importance of “search-based content”, i.e. content that users actively search for in order to learn or solve problems, is growing. TikTok and YouTube become educational platforms with video tutorials, practical guides and training content. LinkedIn strengthens its role as a professional learning platform. At this stage, brands and creators who produce valuable content are rewarded with increased visibility, ushering in a new era of digital awareness.
GIVE FOLLOWERS TO THE EXPANDED COMMUNITY:
HOW TO MANAGE SOCIAL MEDIA IN 2025 FOR BRANDS
But then what changes in concrete social dynamics? What can we expect and what are the best practices to move successfully in social media in 2025?
Let’s find out.
The great unfollowing
The new dynamics of user behaviour
We have already said it. We are living in a new era of social platforms: more valuable entertainment, more information, more education. It is certainly not a coincidence that the Oxford University at the end of 2024 has chosen as word of the year an exemplary term for this dynamic of change:
BRAINROT
What does it mean? “Brainrot” represents people’s “mental fatigue” caused by overconsumption of trivial content online. If you like, it is the digital version of the well-known burn out.
A position that often leads the user to a “dramatic” choice: unfollow the pages, stop following them because they are considered of little value. Of course, it is not a behavior to be taken as law. We will not find ourselves from one day to another to lose all the followers won in years of social media marketing strategies, but it will be essential to consider that the user has a greater sensitivity than who and what he wants to see online.
Platforms have also noticed this new behaviour and have chosen to adapt the algorithm accordingly.
Page quality rating metrics will be more and more content-based: coverage, views, engagement, interest rates, shares.
The growth of pages will then no longer be considered as a primary ranking index, and only profiles that will offer valuable content will continue in their process of increasing followers, perhaps at lower rates than their own history, But still following a positive trend.
INTERCEPT NEW AUDIENCE
Opportunities and tools to increase brand awareness
The change of perspective therefore imposes new logics of use of social creator-side.
If before the paradigm was “Content is King” today we can say that “Content is the Real King”. The focal point of a solid social strategy should be just the content of value, that is able to generate such interest in users to make it “appealing” to platforms.
Meta suggests that among the main news Instagram and Facebook that affect the distribution of content could be observed:
- A possible increase in coverage among non-followers, also at the expense of followers;
- A consequent increase in the organic coverage of posts.
If on the one hand the drop in coverage among followers may seem a negative aspect and in contrast with the dedication of brands to create a strong community over the years, on the other hand there are many other possibilities.
We are faced with a great opportunity: constantly and continuously intercept new public.
To promote content performance with awareness goals, Meta suggests two main formats:
- REEL: videos maintain their position as key content for an effective social strategy. Informative and inspiring videos, also long-lasting video tutorials (Instagram has introduced the reels up to 3 minutes, on TikTok you can upload videos up to 60 minutes);
- CAROUSELS: green light for informative and educational content on topics relevant to the brand and of interest to the public. In this case, the commercial nature of the posts must be carefully balanced, and sometimes even avoided altogether. Remember that a new user is a potential customer but still “cold.”
It is important to cultivate relationships with users over time, without pressure or immediate conversion goals.
BUILDING COMMUNITY LOYALTY
Gaining and strengthening loyalty
At this point, a question naturally arises: What will happen to followers?
The logic, tools, and communication formulas may change, but the vision will always remain the same. Followers are the brand’s fan base, the supporters who have chosen us for our values and qualities.
The task of pro-follower social communication will then be to consolidate the relationship between the brand and its followers.
How? With content designed to encourage engagement and conversion. Because, let’s not forget, followers are also our most enthusiastic audience, ready to take the decisive step towards conversion.
Reels, carousels, stories: the best formats for building social media audience loyalty
But what are the best formats for encouraging loyalty and avoiding the dreaded “Great Unfollowing”? There is only one guiding principle: valuable content.
The formats favored by the algorithm remain reels and carousels, which can guarantee higher average performance, but let’s not forget the often underutilized potential of stories.
While post coverage among followers, as stated by Meta, may be limited, the situation is different for stories.
So, publishing behind-the-scenes content, company life, and everyday moments supported by native engagement features (questionnaires, quizzes, polls, question boxes) can be the right choice to show your fans the most authentic, true, and genuine side of your brand.
Similarly, stories can become the best tool for direct user conversion: links to the website, the direct chat feature on WhatsApp Business introduced in early 2025, tags to products and services.
Once again, or perhaps now more than ever, the same rule applies that we have been repeating like a mantra since we started working with social media for brands in 2010:
To be successful on social media, you need the right strategy.
An increasingly complex challenge, not for everyone. Because not everyone can win, but winning is still possible.
