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The Algorithm Isn’t Out to Get You: How to Play Social Media in 2025

  • James Drake
  • Aug 27
  • 3 min read

Introduction: Stop Fighting the Algorithm


If you’ve ever posted something on Facebook or Instagram and felt like nobody saw it, you’re not alone. Many business owners believe social media algorithms are “working against them.” The truth is, algorithms aren’t punishing you—they’re prioritizing engaging content.


In 2025, understanding how these algorithms work is critical. Platforms like Facebook, Instagram, TikTok, and LinkedIn are where homeowners spend a massive amount of their time. If you want to generate leads and build trust online, you need to learn how to work with the algorithm, not against it.


what is the social media algorithm

What Exactly Is the Algorithm?


An algorithm is simply a formula social media platforms use to decide what content people see. The goal is to keep users on the platform as long as possible by showing them posts they’re likely to interact with.


Your post doesn’t get buried because Facebook hates you. It gets buried because it doesn’t spark engagement compared to everything else competing for attention.


How the Algorithm Decides What to Show


  1. Relevance: Is the post about a topic the user cares about?

  2. Engagement: Are people liking, commenting, and sharing it?

  3. Recency: Was the post published recently?

  4. Relationships: Does the user interact with your account often?


Pro Tip: Platforms don’t reward “business” content any less. They just reward engaging content more.


How to Create Posts the Algorithm Loves


1. Start with Your Audience in Mind


Ask: What would my customers find valuable or entertaining?


  • Share quick tips (e.g., “3 signs your furnace needs a tune-up”).

  • Post transformation videos (before-and-after projects).

  • Show behind-the-scenes clips of your team at work.


2. Post Consistently


Algorithms prioritize accounts that show up regularly. Aim for 3–4 posts per week instead of posting 10 times one week and going silent for a month.


Use scheduling tools like Later or Hootsuite to stay consistent.


3. Engage with Your Audience


Reply to comments and DMs. The more conversations you have, the more the algorithm sees your account as valuable.


Pro Tip: Ask questions in your captions to encourage comments. Example: “Which of these kitchen tile options would you choose?”


4. Use the Right Format


Short-form video is king in 2025. Instagram Reels, TikTok, and Facebook Reels all get priority in the feed.


  • Keep videos under 60 seconds.

  • Add captions (most users watch without sound).

  • Hook viewers in the first 3 seconds.


5. Analyze and Adjust


Look at your analytics once a month:


  • Which posts got the most engagement?

  • What time of day performs best?

  • Which topics resonate most?


Double down on what’s working and cut the rest.


What Not to Do


  1. Posting only promotional content: “Call us now!” posts get ignored.

  2. Buying followers or likes: Fake engagement hurts your reach long-term.

  3. Ignoring trends: You don’t have to do every dance, but pay attention to what’s working on each platform.

  4. Giving up too soon: Building a presence takes time.


Case Study: A Contractor Who Tripled Reach in 90 Days


A roofing contractor in Arizona posted sporadically and saw little engagement. They decided to create a consistent social plan:


  • Posted 3 Reels per week showing roofing tips and transformations.

  • Responded to every comment within 24 hours.

  • Cross-posted to TikTok and Facebook Reels.


After 90 days:


  • Their average post reach tripled.

  • Follower count grew by 52%.

  • They booked 11 jobs directly from social media DMs.


Tools to Help You Win


  • Later / Hootsuite: Schedule posts ahead of time.

  • Canva: Design professional-looking graphics quickly.

  • CapCut / InShot: Edit short-form videos on your phone.

  • Meta Business Suite: Analyze performance across Facebook and Instagram.


The Bottom Line


The algorithm isn’t your enemy. It’s designed to reward content that people find valuable and engaging.


If you consistently post content that educates, entertains, or inspires your customers, the algorithm will work in your favor—and you’ll build a social media presence that generates real leads.


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