2022 marketing trends: watchout for the I-gorithm

23 November 2021 2 min read
Reading Time: 2 minutes

2022 is fast-approaching, and as we reflect on the innovation that defined the past year and predict the trends that will shape the next, there’s one essential shift that all marketing professionals should be watching out for.

The i-gorithm.

Not heard of it? Neither had we until last month, but it’s already being tested by a number of social platforms including Instagram and Facebook. Essentially, the I-gorithm curates a more tailored experience for users that places power back in their hands. It’s a model based on trust and one that replaces the traditional algorithm.

How does this work in practice?

Take for example the current Instagram feed. As you scroll, your feed shows you a mix of new photos from the accounts you follow and also some suggested posts from other accounts. However, with this new ‘favourites’ tool, users will be able to choose whether they want to see only posts from people they follow or from accounts marked as favourites.

What does this mean for businesses?

For brands navigating this landscape – and relentlessly trying to keep ahead of the ever-changing chronological algorithms – the i-gorithm should be music to your ears. It enables businesses to deliver more targeted campaigns by placing content in the feeds of consumers who are most likely to buy.

While this shift does mean social platforms (such as Facebook) are removing some of their targeting functionalities, this alternative will allow brands to cut through the noise more effectively and target audiences based on user’s interactions (a more accurate measure of engagement), rather than their physical characteristics or personal attributes.

“Even after we update our targeting options, people may still see ad content they aren’t interested in, which is why we are also working to expand the control that allows people to choose to see fewer ads about certain types of content… Early next year, we will be giving people control of more types of ad content, including gambling and weight loss, among others.” – Graham Mudd, vice president of product marketing at Meta.


Overall, it looks like 2022 will be a year that gives users more control over their ad content and social feeds, in turn, giving businesses more opportunity to engage and connect with their audiences, and ultimately drive more sales.

Stay tuned for our next 2022 marketing trends blog on our LinkedIn page, or if you need help getting your marketing strategy in shape for the new year, get in touch. We’d love to chat.