Meta (Instagram & Facebook) has quietly updated its algorithm, and it’s a game-changer for brands and creators. If you’ve noticed that hashtags no longer give the same reach, you’re not imagining it. The platform is shifting from a hashtag-driven model to an engagement-first recommendation system, making it more like TikTok or X (formerly Twitter).

In this blog, we’ll break down what’s changed and how brands can adapt to thrive under the new algorithm.

What Changed with Meta’s Algorithm

1 | From Social Graph → Interest Graph

Previously, content primarily reached people who already followed you. Hashtags helped categorize posts and gain discovery. Now, Meta prioritizes content based on what users engage with, not just who they follow.

2 | Hashtags Are Less Important

While hashtags still help categorize content, they are no longer a major driver for discovery. A few highly relevant hashtags (3–5) are enough. Engagement metrics now dictate reach.

3 | Video & Interactive Content Are King

• Reels are prioritized over static images.

• Carousels remain valuable for saves and engagement.

• Single-image posts without interaction perform worse in organic reach.

4 | Engagement Signals Matter More Than Ever

Meta’s AI now evaluates:

• Watch time

• Shares

• Saves

• Comments

• Consistency in posting

How Brands Can Adapt

1 | Focus on Reels & Carousels

• Reels drive reach.

• Carousels drive saves and prolonged engagement.

2 | Optimize Hooks

• Grab attention in the first 3 seconds of your video.

• Make your content digestible and shareable.

3 | Include Clear CTAs

Encourage engagement with CTAs like:

• “Save this for later”

• “Share with a friend who needs this”

4 | Engage With Your Audience

• Respond to comments quickly to spark conversation.

• Encourage discussions — the algorithm rewards meaningful interaction.

5 | Post Consistently in Your Niche

• Stick to a consistent content theme.

• Aim for 3–5 posts per week to help the algorithm learn your audience.

6| Test and Iterate

• Treat each post as an experiment.

• Meta tests your content with a small audience — if engagement is strong, reach expands.

Douce’s Approach

At Douce, we help brands navigate Meta’s shifting landscape with data-driven ad strategies and content optimization. By leveraging precise targeting, creative hooks, and engagement-focused content, we help brands:

• Reach new audiences

• Boost conversions

• Strengthen their community presence

The era of “post + hashtags = reach” is over. Brands that prioritize engagement, consistent content, and creative video formats will be the ones that thrive. Understanding Meta’s engagement-first algorithm and adapting your strategy is no longer optional — it’s essential for growth.