Every Platform Has Its Own Logic
There is no universal social media strategy. Instagram, LinkedIn, and X all have fundamentally different algorithms, different audiences, and different content formats that perform. Understanding this is the first step to growing.
Instagram in 2026
Instagram heavily prioritises Reels for reach. The algorithm rewards content that keeps users on the app (saves and shares over likes). Key signals: watch time, shares, and immediate engagement in the first 30 minutes after posting.
LinkedIn in 2026
LinkedIn rewards content that sparks meaningful conversation. Text posts and carousels still dominate. The algorithm looks for comment depth — long, thoughtful comments signal quality content more than emoji reactions.
X (Twitter) in 2026
X's algorithm has shifted toward longer-form content since the introduction of premium features. Threads with genuine insight perform well. Avoid posting links in the main tweet — put them in replies.
The Platform-Agnostic Principles
- Post consistently — algorithms penalise irregular schedules
- Reply to every comment in the first hour after posting
- Create content natively for each platform — don't cross-post
- Focus on value and specificity — generic content gets buried