As a small business owner, the most important thing to note in 2018 is the fact that social media is getting personal. The algorithm is noticing how people interact with others on their specific platform and will most likely adjust. Remember, Facebook also owns Instagram so they too are looking into making a separate messenger entity just like Facebook. This is also important to note since private messaging has surpassed social media apps, as you can see in the graph below, more people spend more time private messaging than on the actual social media app.