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  • How the Instagram Algorithm Works: Your 2025 Guide

    How the Instagram Algorithm Works: Your 2025 Guide

    An inside look at how the Instagram algorithm works for the feed, Explore pages, stories, and reels, the ‘signals’ that impact them most, and how to make them work for you. How the Instagram Algorithm Works: Your 2025 Guide

    The first rule of the Instagram algorithm means understanding that there is no single algorithm.

    In fact, according to a blog post shared by the Meta-owned platform, “a variety of algorithms, classifiers, and processes, each with its own purpose,” ensure that IG users see the content that most interests them.

    “We want to make the most of people’s time, and we believe that using technology to personalize everyone’s experience is the best way to do that,” Head of Instagram Adam Mosseri wrote in the update.

    Now, a “variety of algorithms, classifiers, and processes” may sound a little confusing, but fear not — it’s not quite as intimidating as it sounds.

    In this article, I’ll break down exactly how the platform ranks content and share tips for increasing your chances of getting your Instagram content in front of more people.

    In short: Everything you need to know about the Instagram algorithm/s.

    ⚡
    Need Instagram help? Buffer helps you grow your following and boost engagement with planning, scheduling, and analytics tools. Get started for free →

    Different parts of Instagram are ranked by different algorithms

    You’ll find a lot of opinions about how certain types of content are ranked higher on the platform than others.

    A popular one: “Instagram Reels perform better than feed posts.” While that may be true in some cases (I’ll unpack why down below), statements like that give the impression that new posts and reels are weighed against each other by a single algorithm, and reels are given a leg-up — which is not true.

    Instead, reels and the feed (and Instagram Stories and Explore) are all controlled by a different algorithm. Why? People’s behavior tends to differ in different areas of the app. “People tend to look for their closest friends in Stories, use Explore to discover new content and creators, and be entertained in reels,” Mosseri explains.

    With that in mind: here’s how it works.

    How the Instagram Algorithm Works: Your 2025 Guide

  • 6 Social Listening Tools and What They’re Best for (With Alternatives)

    6 Social Listening Tools and What They’re Best for (With Alternatives)

    Social listening is the art and science of monitoring what your buyers and potential customers are saying about. Here are the six best tools that make this job easier.6 Social Listening Tools and What They’re Best for (With Alternatives)

    Social listening is the art and science of monitoring what your buyers and potential customers are saying about:

    • Your brand
    • Your competitors
    • Topics related to your product or service

    Staying “in the know” about all these simultaneously is no easy feat. This is where social listening tools come in. They help you monitor brand mentions on major social media platforms, identify emerging trends in your niche, and package these online conversations into actionable insights for your social media strategy.

    In this article, I’ll share a list of six social listening tools (with alternatives) to help you choose the best software for your needs.

    Quick summary of the 6 best social listening tools

    Click on one of the tools below to jump to a section, or scroll for a big-picture overview in the table.

    • AnswerThePublic
    • Exploding Topics
    • SparkToro
    • Mention
    • Brand24
    • Brandwatch

    Social listening tools Best for Price Top features Alternatives
    AnswerThePublic Affordable social listening Free for 3 searches/day. Paid plans from $5/month for 100 searches.
    • Understand audience search behaviors.
    • Supports platforms like Instagram, TikTok, YouTube, and more.
    • Organize and present research using high-res images or export as CSV.

  • 4 TikTok Alternatives to Consider

    4 TikTok Alternatives to Consider

    Here are 4 promising TikTok alternatives that offer exciting opportunities for creators to grow, experiment, and thrive.4 TikTok Alternatives to Consider

    With all the uncertainty surrounding the TikTok ban (which is on pause as of writing this article), creators who have built massive followings on the platform are understandably concerned about what the future holds. TikTok has been a game-changer for short-form video content, helping countless creators reach new heights in their careers, connect with global audiences, and even turn their passion into a full-time income.

    However, as the possibility of a ban looms, many creators are taking proactive steps to secure their futures by exploring other platforms. One popular strategy involves directing their followers to alternative networks using links in their bios, ensuring they can stay connected no matter what happens.

    While TikTok is undeniably unique, the good news is that there are plenty of promising alternatives that offer exciting opportunities for creators to grow, experiment, and thrive. Whether you’re looking to diversify your presence, repurpose your content, or explore new ways to connect with your audience, here are four platforms worth considering for your content creation journey.

    YouTube Shorts

    Best if you want to explore long-form video

    YouTube Shorts has been one of the most talked-about TikTok alternatives, and for good reason. With billions of active users already on the platform, Shorts taps into a massive audience base while giving creators the familiar short-form video experience.

    4 TikTok Alternatives to Consider

    How does YouTube Shorts compare to TikTok?

    • Videos up to 3 minutes long, shorter than TikTok’s 10-minute limit but long enough for most content types.
    • Access to a massive library of music and sounds comparable to TikTok’s offerings.
    • Shorts integrates seamlessly with YouTube's existing features, like playlists and long-form videos, which can help creators repurpose their content.
    • YouTube Shorts has a clear monetization path, with ad revenue sharing and opportunities to earn through affiliate links.
    💡
    If you go this route, check out our 15+ tips to grow on YouTube Shorts.

    Why consider YouTube Shorts?

    YouTube Shorts is especially powerful for creators already active on YouTube or those looking to experiment with long-form

  • Become a Social Media Creator in 2025: Your 9-Step Plan

    Become a Social Media Creator in 2025: Your 9-Step Plan

    Whether you’re dreaming of becoming the next big TikTok star or building a meaningful community on LinkedIn, this plan will get you started. Become a Social Media Creator in 2025: Your 9-Step Plan

    There’s a bit of a misconception that it’s “too late” to get started as a creator in 2025. Sure, the TikTok boom of 2020 is behind us (RIP days where videos of your sourdough starter got 10K views), but that doesn’t mean you’ve missed the boat.

    For one thing, it’s probably never going to be as easy as it is right now, ever again. The space is crowded, but it’s only getting more so. And another: there's still plenty of room for authentic voices to make their mark.

    "Your voice and your perspective matter," says creator and marketer Aarushi Singh. "There's room for everyone in the creator economy, and the world needs more passionate people sharing their knowledge and creativity."

    Plus, you’ve got a secret weapon — the tried-and-tested advice of successful creators who have been there, done that, and got the blue check (or Top Voice badge). I spoke to several of my favorite creators across platforms and asked them, with all their years of experience (and cross-platform followings), what they would do differently if they were starting from scratch today.

    And they had some fascinating insights to share.

    Armed with their wisdom, Buffer’s data, and my own experience as a creator, I’ve pulled together this step-by-step guide.

    So, whether you're dreaming of becoming the next big TikTok star or building a meaningful community on LinkedIn, I've got you covered.

    Let’s start building your plan — and your following.

    ⚡
    P.S. You’ll find a little ‘worksheet’ at the bottom of this article you can copy and paste into your notes tool of choice.

    1. Find your ‘why’ — and write it down

    What is motivating you to start building your presence on social media? Setting an overarching goal will help you get clear on your audience, content, and more. On top of that, it’s a useful north star to revisit when you need some motivation to stick to your plan.

    Gina Sapién, a marketer who grew her LinkedIn following to over 10K in just six months in 2024, says this is one of the most important pieces of the puzzle.

    “What’s your main reason for creating content? Are you growing a brand, closing deals, landing a job, or something else? Your strategy will depend on this.”

    She cautions against setting a goal like ‘get follow

  • TikTok in the U.S.: What We Know & What It Means For Your Buffer Account

    TikTok in the U.S.: What We Know & What It Means For Your Buffer Account

    After a period of inaccessibility for users in the United States, TikTok has started restoring its services.TikTok in the U.S.: What We Know & What It Means For Your Buffer Account

    Uncertainty is an understatement when it comes to TikTok's future in the United States.

    After users in the U.S. were unable to log in to TikTok the day the TikTok ban took effect, TikTok restored its service the following day. After which, the White House issued an executive order on January 20th, 2025, granting a 75-day extension to delay enforcement of the TikTok ban and pursue a deal involving a U.S. ownership stake in ByteDance, TikTok's parent company. The 75-day extension will give ByteDance until April 4th, 2025 – when the extension is set to expire – to divest ownership of the company.

    The legal situation between TikTok and the U.S. is still unfolding. As it stands, TikTok is available in the U.S., and Buffer users with TikTok connected to their accounts should be able to post as usual. If that is not the case, please reach out to our team. 

    Several legal factors are in play, so we expect this situation to evolve over the coming weeks. We will continue to update this blog post and inform Buffer users of any changes that may impact their Buffer accounts. 

    The TikTok ban and your social media strategy

    If you work in social media, it’s nothing new to adapt and change your strategy based on the ever-changing algorithms and the rise and fall of social networks. (Who else was on Vine? 🙋🏻‍♀️) But, of course, we wish you didn’t have to.

    TikTok has become one of the most widely used social media platforms, with over 170 million users in the U.S. alone, and is credited with impacting trends and cultural shifts.

    Though the TikTok ban is expected to be temporary, it's a great time to consider expanding and diversifying your social media strategy.

    The good news is that you've already done most of the work if you've been consistently creating video content for TikTok — our data shows that video is far and away the best type of content on all social media platforms for reach and engagement.

    Instagram Reels and YouTube Shorts are the most similar to TikTok, and Facebook Reels is also a promising channel to explore. LinkedIn, too, is expanding its video features, so you may want to look there as well if it makes sense for your target audience.

    TikTok being unavailable in the U.S is also an unfriendly reminder of the importance of growing an audience on the platforms and services you have more control over. It’s a good time to keep your website

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