In today's digital landscape, social media plays a key role in shaping public opinion, consumer behavior, and marketing strategies. The evolution of social media algorithms – from simple chronological feeds to complex machine learning-based systems – has transformed how users interact with content and opened new opportunities for businesses. Relevance of the study is driven by the fact that social media algorithms have become the primary tool for content distribution, determining which posts gain visibility and engagement. This has a significant impact on marketing strategies, the effectiveness of advertising campaigns, and the organic promotion of brands. However, the rapid development of algorithms requires marketers to constantly analyze and adapt to new conditions in the digital marketplace. The objective of this study is to analyze how modern social media algorithm’s function, their impact on marketing strategies, and to identify the most effective approaches for brands and businesses in an ever-changing digital environment. Research methods include an analysis of academic literature, marketing reports, data from major social media platforms (Facebook*, Instagram*, TikTok, and Twitter), and case studies of leading global brands. A comparative analysis, information systematization, and audience engagement data assessment were used. The findings indicate that social media algorithms are based on complex machine learning models that analyze user behavior, content interactions, and audience preferences. The key factors influencing content visibility include engagement levels, relevance, frequency of interaction, content formats, and posting time. Furthermore, traditional promotion methods (organic reach, targeted advertising) are becoming less effective, giving way to personalized strategies such as influencer marketing, user-generated content (UGC), and the application of artificial intelligence algorithms for retargeting and dynamic bidding. The conclusions highlight the need for marketing strategies to adapt to the algorithmic principles of social media. Businesses should focus on creating high-quality content, actively engaging with audiences, utilizing analytics and personalization, and experimenting with new promotional formats (short-form videos, interactive elements, augmented reality). It is also crucial to consider not only the technical aspects of algorithms but also ethical concerns, such as the formation of "information bubbles" and the influence of algorithmic content on user media literacy. This study underscores the importance of understanding social media algorithms for successful brand promotion and the development of effective marketing strategies in the digital environment.