Remember when your biggest social media worry was choosing the right filter for that sunset beach photo? Yep, those days are gone.
Now we’re up against ever-morphing algorithms, attacking us like pigeons in town square.
But fear not! We’ve got the inside scoop to help you navigate these algorithm changes like a pro.
Understanding 2025 Social Media Algorithm Changes and Their Impact on Tourism Brands
Let’s address the elephant in the room: why should tourism marketers really care about social media algorithms in 2025?
Well, these algorithms decide if your amazing post about a New Orleans jazz tour goes viral or sinks without a trace. They’re basically the bouncers at the social media club, letting the “cool” content in. And with over 3 billion users on Facebook alone competing for attention, the competition is fiercer than a Mardi Gras crowd scrambling for the last beignet. In fact, 80% of marketers are vying for that elusive engagement crown on social media.
Here’s the kicker: social media isn’t just “nice to have” for tourism brands anymore – it’s often the key to getting on a traveler’s radar. More than half of travelers (53%) use social media channels for leisure travel recommendations
How Tourism Brands Can Adapt to Social Media’s 2025 Algorithm Changes
Social platforms are constantly tweaking what content they serve up, all in the name of “user experience” (and maybe world domination, but we’ll stick with user experience). Either way, it’s a good idea to pay attention.
Here are the big 2025 shifts, served up fresh:
AI-Powered Personalization on Steroids
If 2024’s algorithms were smart, 2025’s are geniuses hopped up on caffeine. Platforms are using advanced AI to predict what each user wants to see before they even know it.
To put it into non-geek speak: social feeds are getting ultra-tailored. The algorithm is studying what you like, comment, and share, then dishing out more of whatever that is.
For tourism marketers, this means your content must be relevant and specific. The more you niche down and resonate with your target audience’s interests (say, foodie tours for foodies, adventure clips for adrenaline junkies), the more the algorithm will favor you. Think of it like matchmaking, where the algorithm wants to play Cupid between content and users. Make sure your content is their type.
Short-Form Video Reigns Supreme
In 2025, the algorithms continue to crave Reels, TikToks, and short videos of pretty much any kind. Even Facebook, the granddaddy of social media, has shifted its feed to prioritize video content from creators to compete with TikTok. Instagram is doubling down on Reels in the feed, and rumor has it that Meta is dabbling with AR content appearing in feeds.
For tourism brands, this is a big neon sign saying: “Make videos. Fun ones. Now.”
Show a 15-second clip of that thrilling zipline, a quick montage of happy food tour guests tasting gumbo, or a behind-the-scenes of your tour guide cracking jokes. The algorithm is more likely to serve your content to new eyeballs if it’s moving and grooving. And don’t forget to hop on those trending sounds or challenges because it gives your content a little algorithmic boost.
Quality Engagement > Quantity
Ever notice how some posts just explode with comments and shares, while others (even with decent likes) barely make a ripple?
In 2025, it’s meaningful engagement that counts. Per Sprout Social, 90% of consumers rely on social media to keep up with trends and cultural moments (things they care about).
Platforms have gotten wise to the old tricks. Engagement-bait or clickbait links are being kicked to the curb. Remember, Facebook and others routinely update their algorithms to demote spammy tactics. Instead, they’re rewarding content that sparks genuine conversation and interaction. Content that makes people feel something is what gets people talking. Talking = Engagement. And engagement = spending more time within that platform, which is the end goal of the algorithms!
For tourism marketers, the takeaway is clear: be authentic, be conversational, and invite real responses.
Ask questions in your captions, respond to comments like you’re chatting with a friend, and ditch the corporate robot talk. If you make people smile, laugh, or even go “hmm interesting,” the algorithm gods will reward you with more reach.
Friends, Communities, and UGC for the Win
Despite all the shiny new AI and video bling, one thing hasn’t changed – people trust people. Social networks know this, and their algorithms often prioritize content from friends, family, and groups (Dashclicks). In fact, on Facebook, posts from friends (especially in Groups) show up far more often in the feed than typical business page posts.
What does that mean for you as a tourism brand? Two words: community and UGC (user-generated content).
It’s time to humanize your brand and leverage your biggest fans. Encourage guests to share their vacation photos and tag your tour company. Create a Facebook Group for past and future customers (“XYZ Tour Travelers Club”) where members share tips and memories – content in there is more likely to appear in feeds organically. Curate and repost user-generated snaps and testimonials (with permission, of course) on your channels.
When the story about your destination comes from real travelers, not just your marketing team, algorithms notice the uptick in trust and engagement.
After all, a traveler gushing about your awesome swamp tour in their own post can bring you more traffic than any polished ad… just because the algorithm sees a friend-to-friend recommendation.
New Platforms & Features Keep Emerging
Just when you thought you had enough on your plate, along come new kids on the block. This will always happen.
By 2025, we’ve seen newcomers like Threads (Twitter’s long-lost cousin via Instagram) and evolving features like Twitter’s Communities or Pinterest’s renewed push as a visual search engine.
The specifics might differ, but the theme is consistent: early adoption can pay off.
Early adopters often get algorithmic brownie points as platforms promote new features. Remember how Instagram Stories got an algorithm boost when they first launched? How about when Reels first launched? The same logic goes for any fresh feature in 2025.
For tourism brands, it’s worth keeping an ear to the ground. If Instagram releases a new “Travel Guides 2.0” feature or if TikTok offers a shiny new carousel post option, give. it. a. whirl. Trying new features not only showcases your brand’s willingness to evolve but sometimes the platform will nudge your content to more users to popularize their latest toy. Just make sure it fits your strategy.
The bottom line is that algorithms in 2025 are based on showing people content they actually want (even if it’s over and over again at times). And yes, it’s also about showing through more ads, because that’s what advertisers want, too.
Where exactly does that leave you? Right at the sweet spot of opportunity, friend! It’s time to tweak your strategy so that what you post is exactly what these algorithms want to serve.
Keeping up with algorithm changes can feel like trying to hit a moving target while riding a unicycle. But here’s the good news: you don’t have to do it alone, and when you create content that genuinely resonates, everybody wins: the travelers, the algorithms, and definitely your bottom line.
When you’re ready to put these insights into action, we’re here to help. Whether it’s brainstorming thumb-stopping content ideas or crafting a full-fledged tourism social media strategy, Team Von Mack has your back.
Shoot us a message, and let’s make your tourism brand the next big thing on social – algorithms be damned!
FAQS
Q: How can tourism brands adapt to Instagram’s 2025 algorithm?
A: Instagram prioritizes Reels, user-generated content, and engagement-based ranking. To adapt, tourism brands should focus on short-form videos, interactive stories, and UGC to increase visibility.
Q: Why is TikTok’s 2025 algorithm important for tourism marketing?
A: TikTok’s AI-powered For You Page curates content based on watch time, engagement, and trends. Travel brands should optimize for storytelling, trending sounds, and quick, visually engaging content.
