iWorld
How do brands adapt to new social media algorithms for effective advertising in 2024
Mumbai: As we step into 2024, brands will often find themselves in a constant quest to adapt and stay ahead in the game. Today, we shall explore the key strategies that brands can employ to navigate and leverage the latest social media algorithms for more impactful advertising.
Understanding the Social Media Algorithms of 2024
Social media platforms continuously refine their algorithms to enhance user experience and engagement. In 2024, these algorithms have become more sophisticated, taking into account a lot of factors such as user behavior, content relevance, and real-time trends. Brands need to comprehend these algorithms to tailor their advertising strategies accordingly.
Data-Driven Insights
The cornerstone of effective advertising in marketing is data. Brands must harness the power of analytics to understand their target audience’s preferences, behaviors, and demographics. By utilizing data-driven insights, brands can create content that resonates with their audience, leading to higher engagement rates on social media platforms.
In 2024, algorithms prioritize content that aligns with user preferences. Brands can leverage analytics tools to gain valuable insights into consumer behavior which will allow them to create content that stands a better chance of being highlighted by the algorithms.
Authenticity and Transparency
In the era of information- authenticity and transparency have become paramount for brands. Social media algorithms are designed to detect genuine, transparent content that builds trust among users. Brands should focus on building a genuine online presence by sharing authentic stories, customer testimonials, and behind-the-scenes glimpses.
Being transparent about product features, pricing, and company values not only aligns with the preferences of modern consumers but also resonates well with social media algorithms. Platforms are inclined to prioritize content that promotes transparency, thereby boosting the visibility of brands that adopt such practices.
Quality Over Quantity
Those days are gone when flooding social media with a high volume of content guaranteed visibility. Now, algorithms prioritize quality over quantity. Brands need to invest time and resources in creating compelling and relevant content that adds value to the user experience.
Whether it’s eye-catching visuals, informative videos, or engaging captions, brands must focus on creating content that captivates and retains the attention of their audience. Social media algorithms are designed to recognize and promote content that elicits positive user interactions, such as comments, likes, and shares.
Timely and Trend-Relevant Content
Algorithms favor content that aligns with the latest trends and real-time events. Brands should keep a close eye on industry trends, pop culture, and relevant hashtags to tailor their content accordingly.
By integrating trending topics into their content strategy, brands increase the likelihood of their content being discovered and shared. Social media algorithms are programmed to identify and promote content that is timely and resonates with the ongoing conversations within the digital space.
Community Engagement and Interaction
Building a sense of community is more crucial than ever in 2024. Social media algorithms prioritize content that encourages community engagement and interaction. Brands should build a network of two-way communication with their audience through comments, polls, and Q&A sessions.
By actively responding to comments, addressing customer inquiries, and encouraging user-generated content, brands can enhance their online community. Social media algorithms recognize and elevate content that sparks meaningful interactions, ultimately contributing to increased visibility and brand loyalty.
Adapting to Platform-Specific Algorithms
Different social media platforms have distinct algorithms, and brands must tailor their strategies to each platform’s unique characteristics. Whether it’s Instagram, Facebook, Twitter, or emerging platforms, understanding the nuances of each algorithm is essential for effective advertising.
For instance, Instagram’s algorithm prioritizes visually appealing content and hashtags, while Twitter’s algorithm emphasizes real-time updates and trending topics. By adapting their content to suit the specific algorithms of each platform, brands can optimize their reach and engagement.
Conclusion
As 2024 has already begun, brands must evolve their advertising strategies to align with the latest social media algorithms. By embracing data-driven insights, prioritizing authenticity, focusing on quality content, staying timely and trend-relevant, fostering community engagement, and adapting to platform-specific algorithms, brands can navigate the dynamic digital landscape with success. As the algorithms continue to evolve, staying agile and proactive will be key for brands aiming to make a lasting impact in the ever-evolving world of social media advertising.
The article is attributed to Digidarts founder & CEO Siddhartha Vanvani.
iWorld
Prime Video bets big on India with global originals, films and franchise expansion
Execs highlight scale, travelability and new IP bets as India anchors global strategy
MUMBAI: At Prime Video Presents 2026, the message was clear and confident. India is not just part of the plan, it is central to it.
In a lively fireside chat hosted by filmmaker Karan Johar, Kelly Day, vice president of prime video and amazon mgm studios international, Nicole Clemens, vice president of international originals, and Gaurav Gandhi, vice president for Apac and Anz, laid out an ambitious roadmap. Think bigger stories, wider reach and a sharper focus on building franchises that travel.
Kelly Day, a regular visitor to India, set the tone early. Calling the country “one of the most important markets globally”, she pointed to the sheer scale and diversity of audiences as a driving force behind Prime Video’s growth. Indian Originals, she said, are not just local hits but global engines powering subscriptions and engagement.
That global appeal is already visible. According to Clemens, around 25 percent of viewership for Indian content now comes from outside the country. Shows rooted deeply in local culture are finding fans worldwide, proving that specificity, when paired with universal themes, travels well. From gritty dramas to sharp thrillers, Indian storytelling is increasingly crossing borders with ease.
Clemens, who joined recently to lead international originals, was particularly upbeat about India’s creative range. She highlighted a growing slate of over 100 shows in development and production, with more than 60 percent returning for multiple seasons. For her, the formula is simple. Authentic stories, told well, resonate everywhere.
Adding to the buzz, she teased new and returning titles, alongside a fresh superhero universe, the Kalyug Warriors. It signals a push into new genres while doubling down on familiar fan favourites.
If content is king, distribution is the clever courtier. Day outlined Prime Video’s layered business model in India, which blends subscription, rentals, add on channels and ad supported viewing through Amazon MX Player. The idea is straightforward. Give viewers choice, whether they want premium, free or pay per view.
India, she noted, has also become a testing ground for innovation. Tiered pricing, mobile only plans and language diversity have all been sharpened here before being exported to other markets. In many ways, the India playbook is now influencing global strategy.
For Gaurav Gandhi, the next chapter is about scale with intent. He outlined four priorities. Making Prime Video more accessible, pushing Indian content globally, building stronger franchises and supercharging the films business.
On films, the platform is moving beyond licensing into co productions and now theatrical releases in partnership with amazon mgm studios. These films will eventually stream on Prime Video, creating a full circle from cinema halls to living rooms across 240 countries.
Franchise building remains another key pillar. With hits like The Family Man, Mirzapur and Panchayat already enjoying multi season success, the focus is now on creating the next wave of enduring IP. Newer titles are already lining up for second seasons, signalling a steady pipeline.
What stood out through the conversation was a shared belief. Streaming in India is still in its early innings, and the runway is long. With a mix of local flavour and global ambition, Prime Video is betting that stories from India will not just stay at home, but travel far and wide.
Or as the executives seemed to suggest, the world is watching and India has plenty more to show.
