The Social Media Algorithm Changed Again: What Small Businesses Need to Know in 2026
If you have been running a business… social media account for more than a few years, you have probably noticed something.
Social media does not work the way it used to.
There was a time when you could build a following, publish a post and expect a reasonably large percentage of your followers to see it. Those days are largely gone.
Today, having 1,000 followers does not mean 1,000 people will see your post. Having 10,000 followers does not mean 10,000 people will see your video. A business with 500 followers can occasionally reach tens of thousands of people, while another account with 50,000 followers can publish something that barely reaches a few hundred.
So what happened?
The answer is the social media algorithm.
Actually, there is an even more important answer…. There is no single social media algorithm.
Instagram has its own recommendation and ranking systems. Facebook has its own. TikTok has its own. YouTube has its own recommendation and search systems. LinkedIn has its own ranking technology. Other platforms use their own combination of algorithms, recommendations, search systems and user signals.
And these systems are constantly changing. (CONSISTENTLY)
A recent 2026 analysis of social media algorithms describes modern platforms as AI powered ranking systems that personalize feeds based on factors such as relevance, engagement and previous user behavior.
That sounds complicated. For a small business owner, however, the basic idea is surprisingly simple: Social media platforms are trying to figure out what each individual person is most likely to want to see and that changes the way businesses should think about social media.
You are not simply posting to your followers anymore. You are creating content that a platform may decide to show to people who have never heard of you.
That is a massive opportunity for small businesses. It is also why understanding social media algorithms matters.
THE ALGORITHM IS NOT YOUR ENEMY Let's start by getting rid of one of the biggest misconceptions in social media marketing. The algorithm is not sitting somewhere deciding whether it likes your business. There is not a little person at Instagram headquarters looking at your welding project and saying, “Nope. We're not showing this one.” (although maybe there should be, ive seen some of your welds) That is not how modern recommendation systems work.
Platforms are attempting to predict what individual users will find interesting, useful or entertaining.
YouTube explains this particularly well. Its recommendation system is designed around helping individual viewers find videos they want to watch and maximizing long term viewer satisfaction. The system uses signals involving personalization and how viewers respond when content is presented to them.
LinkedIn similarly says its Feed uses hundreds of signals involving the post, the member's profile, network and activity to determine what content is relevant to each person. So instead of asking: “Does Instagram like my post?” A better question is: “Did the people who saw my post find it useful enough to stop, watch, read, interact with or share it?”
That is a much more productive way to think about social media.
YOUR FOLLOWER COUNT IS NOT YOUR REACH: This is one of the most important concepts for small businesses to understand. Followers are valuable. But followers are not the same thing as guaranteed views.
Imagine that you have 2,000 Instagram followers.
You publish a video about a welding project.
Instagram does not simply send that video to all 2,000 followers and wait for them to watch it.
Instead, different people may encounter your content in different places, and recommendation systems can decide whether your content is relevant to people who do not follow you.
This is why a small welding business can occasionally have a Reel reach thousands of people.
It is also why a large account can have a post that performs poorly.
The audience is not simply a list anymore.
It is an ecosystem of recommendations.
THE MODERN SOCIAL MEDIA ALGORITHM IS PERSONAL
One of the biggest changes in social media is personalization.
Two people can open the same platform at almost exactly the same time and see completely different content.
Why?
Because their interests are different.
Their viewing history is different.
The accounts they interact with are different.
Their searches are different.
The videos they watch all the way through are different.
The posts they ignore are different.
The content they share is different.
YouTube openly explains that its recommendation system uses information such as watch history, search history, subscriptions, likes, dislikes and feedback such as “Not interested” to personalize recommendations.
This has a major implication for businesses.
You are not trying to create content for “the algorithm.”
You are trying to create content for people.
The algorithm is simply attempting to determine which people might care about it.
WHAT SIGNALS MATTER?
Every platform is different, and platforms do not publish every detail of their ranking systems.
Still, several broad categories of signals repeatedly appear across modern recommendation systems.
These include: Content relevance, Watch time, Retention, Clicks, Likes, Comments, Shares, Saves, Search behavior, Previous viewing behavior, Profile information, Relationships between accounts, Topic interest, User feedback, Content quality, Viewer satisfaction…..
The exact importance of each signal varies by platform and by the specific feature being used.
That last part matters.
There is not necessarily one “Instagram algorithm.”
There can be different ranking systems for different parts of a platform.
Likewise, YouTube recommendations and YouTube search are not exactly the same thing. YouTube says its search system considers relevance, engagement and quality. It can look at things such as the title, tags, description and video content when determining relevance. Its recommendation system, meanwhile, places much greater emphasis on whether viewers are likely to watch and enjoy the content.
That means a business should stop looking for one magic formula. There isn't one.
WATCH TIME MATTERS
If you make video content, this is one of the biggest concepts you need to understand. Getting someone to start watching is one thing. Getting them to keep watching is another.
Imagine two videos.
Video A: 1,000 people start watching. Most leave after two seconds.
Video B: 1,000 people start watching. Most stay until the end.
Those videos provide very different information to the platform.
The second video is demonstrating that viewers found enough value to continue watching.
YouTube specifically describes recommendation performance using three broad categories:
Appeal - Engagement - Satisfaction
In other words: Did people choose to watch? Did they stick around? Did they enjoy what they watched?
YouTube also advises creators to examine audience retention and the points where viewers leave.
This is why the first few seconds of a video matter so much. If your video starts with 12 seconds of: “Hey everybody, welcome back to my channel...” you may lose people before you ever get to the interesting part.
Instead: “Today we're turning this pile of scrap into a bison.” Now I have a reason to keep watching.
THE FIRST FEW SECONDS MATTER
This applies well beyond YouTube. Short form video platforms have trained users to make decisions quickly.
The viewer is constantly asking:
Why should I keep watching?
Why should I keep reading?
Why should I care?
Your content needs to answer that question quickly. This does not mean every video needs to be loud, flashy or dramatic. A welding video can begin with the finished sculpture. A fabrication video can begin with the problem you are trying to solve. A business owner can begin with the question a customer is asking. A metal artist can begin with the finished piece. The hook does not have to be complicated. It simply needs to create enough interest for someone to continue.
SHARES AND SAVES ARE DIFFERENT FROM LIKES
Likes are nice. They are also easy. Someone can double tap a post and continue scrolling.
A share requires another decision.
A save requires another decision.
A comment requires effort.
Those actions can tell a platform that a piece of content was useful or interesting enough to do something with.
Think about the difference between these two posts:
“Here's a thing I made today.”
versus:
“Five things I wish I knew before I started welding aluminum.”
The second post has a reason to be saved. It has a reason to be shared. It has a reason to start a conversation. That does not guarantee that it will perform better. But it gives people more reasons to interact with it.
STOP CHASING COMMENTS
This brings us to another social media misconception. You have probably seen posts saying things like:
“COMMENT YES IF YOU AGREE!” - “DROP A FIRE EMOJI!” - “COMMENT YOUR FAVORITE COLOR!” - “TAG THREE FRIENDS!”
There is nothing inherently wrong with asking people to participate. The problem comes when engagement becomes the entire purpose of the content.
LinkedIn is particularly explicit about moving away from engagement bait and low substance content. In its 2026 Feed updates, LinkedIn said it is reducing repetitive, recycled and engagement bait content while using newer AI systems to better understand what posts are actually about. It also said it is taking action against automated comments and engagement pods.
The lesson applies beyond LinkedIn. Don't manufacture conversations.
Create something worth talking about.
ORIGINAL CONTENT MATTERS
This is becoming increasingly important as AI makes it easier than ever to produce content.
A business can now generate: Captions, Images, Videos, Blog posts, Ideas, Scripts, Comments, Advertisements, Product descriptions, in seconds…
That is incredibly useful and It also creates a problem. The internet can become flooded with content that looks and sounds exactly the same. If everyone uses AI to produce the same generic: “Unlock your potential with these amazing tips!” style content, eventually there is very little reason for anyone to pay attention.
This is one reason authenticity and actual expertise matter.
Your experience is valuable.
Your projects are valuable.
Your mistakes are valuable.
Your opinions about your own trade are valuable.
Your customers' questions are valuable.
AI can help you package those things.
It should not replace them.
AI IS CHANGING SOCIAL MEDIA
AI is no longer just a writing assistant, it is becoming part of the infrastructure surrounding social media. Platforms are using AI to understand content, personalize recommendations, identify patterns and improve ranking systems.
LinkedIn announced in 2026 that it was rolling out more advanced ranking technology using generative recommender systems and large language models to better understand what a post is about and how a member's interests change over time.
That is significant!!
A platform increasingly does not have to rely only on simple signals like: “This post contains #welding.” It can understand much more of the content itself and can potentially understand that a post is about: MIG welding aluminum, building a trailer, starting a fabrication business, metal art, welding safety, or teaching someone how to weld without relying exclusively on hashtags.
This is another reason businesses need to write clearly. Your content should tell the platform and the human reader what it is about.
THIS IS WHERE SEARCH AND SOCIAL MEDIA ARE STARTING TO OVERLAP
Social media is becoming increasingly searchable. People search for:, welding tips, restaurants, products, recipes, fabrication ideas, business advice, DIY projects, reviews, equipment, tutorials, what socks to buy and thousands of other subjects directly inside social platforms. That means your content should contain the actual words people use.
If you are making a video about welding stainless steel, it is useful for the content to actually explain that it is about welding stainless steel.
Don't rely entirely on: #welding #welder #fabrication #metal #shop #tools
A clear title or caption might be much more useful: “How I weld thin stainless steel without burning through it.” Now both the human and the platform have context.
HASHTAGS ARE STILL USEFUL
This is where last week's Slag Tag Media article comes into the conversation. Hashtags are not dead. They are also not the magic growth button they once appeared to be. Their value depends on the platform and their value depends on the content. Their value depends on how people use the platform.
The bigger lesson is that businesses should stop treating hashtags as their entire discovery strategy. A good hashtag can help categorize or describe content. It cannot rescue content that nobody wants to watch.
WHY POSTING EVERY DAY ISN'T AUTOMATICALLY BETTER
This is another myth worth killing. You will frequently see advice telling businesses: “Post every day.” Sometimes that is good advice. Sometimes it isn't. If posting every day means publishing seven pieces of rushed content that nobody finds useful, you may simply be creating more work without creating more value.
We’ve also seen the effects of posting every day during a weekend event and a lot of the posts and shared content wasn’t seen till days after the event. Its not about your daily post, its about when the user sees your posts and content.
YouTube specifically says there is no universal ideal video length and advises creators to make content as long as necessary to provide the intended value rather than artificially stretching it. The same principle applies to posting frequency.
The question should not be: “How often can I post?”
The better question is: “How consistently can I create something worth posting?”
QUALITY DOES NOT MEAN EXPENSIVE
This is especially important for small businesses. Quality does not mean:, Professional studio, $5,000 camera, Perfect lighting, Professional videographer, Perfect editing, Corporate graphics…
A welding business can create excellent content with a phone (or what we like to use, an iPhone)
A fabrication shop can create excellent content while standing in the shop.
A metal artist can create excellent content by documenting the process.
A contractor can create excellent content by answering customer questions.
A restaurant can create excellent content by showing how something is made.
Quality means the viewer got something from it., Entertainment., Education., Inspiration., Information., A solution., A laugh., A story., A useful idea.
WHY YOUR REACH CAN CHANGE FROM WEEK TO WEEK
Sometimes businesses assume that if their reach drops, they have been “shadow banned.” That is not always the case.
There are many reasons performance can change, maybe your audience may be less active, maybe people may be interested in another topic. Or even our content may be competing against a major event.
The platform may be testing different recommendations, your followers' interests may have changed. Your topic may have less overall audience interest. Your content may not have performed well with the first group of viewers who saw it. Competition may be higher. Seasonality may be affecting behavior.
YouTube explicitly identifies topic interest, competition and changes in viewer behavior as external factors that can affect how many people see a video. That is important. Sometimes your content didn't suddenly become bad. The environment changed.
DO NOT PANIC OVER ONE BAD POST
One bad post does not necessarily mean your account is broken. YouTube specifically explains that an individual video's underperformance does not automatically penalize an entire channel. Instead, the system looks at how viewers respond to content when it is recommended to them.
That is a useful mindset for every platform. Don't judge your entire social media strategy because Tuesday's post got 17 likes. Look at patterns.. what happened over the last 10 posts and last 30? Which topics consistently generate interest, formats produce the most watch time, or posts generate conversations?
STOP MEASURING EVERYTHING BY LIKES This may be one of the biggest changes a small business needs to make. Likes are easy to understand. Business results are more complicated.
Imagine a post receives: 100 likes, 10 comments, 5 shares, 2,000 views… It looks okay.
Now imagine another post receives: 25 likes, 4 comments, 3 shares, 800 views, but three people contact your business because they saw it.
Which post generated more business value? You cannot answer that by looking at likes. Depending on your business, you should also care about:
Website visits, Phone calls, Messages, Email inquiries, Quote requests, Product sales, Store visits, Bookings, Email subscribers, Video watch time, Profile, visits, Search impressions and Returning customers
The purpose of social media for a business is not to collect applause… It is to create relationships and business opportunities.
EVERY PLATFORM IS DIFFERENT
This is where businesses often get themselves into trouble. They create one post and publish it everywhere exactly the same way. That is convenient. It is also often lazy. One idea can absolutely be reused across platforms but the execution should change.
Consider a welding project. You build a large scrap metal bison. Instead of posting exactly the same thing everywhere, you could turn that one project into an entire content campaign.
Instagram: A short video showing the transformation from scrap to finished sculpture.
Facebook: A longer story explaining how the piece was built.
YouTube: A full build video.
TikTok: A fast paced transformation video.
LinkedIn: A post about creative reuse of industrial material and the business behind the project.
Threads: A short conversation about why scrap metal can become valuable artwork.
Pinterest: High quality photographs of the finished sculpture.
Website: A detailed project article.
Email: A story about the build with a link to the project.
One project. Multiple pieces of content.
That is much more efficient than trying to invent seven unrelated ideas every week.
Instagram has become heavily recommendation driven. That means businesses should think beyond their followers. Reels, posts and other content can reach people who have never interacted with your account before. The practical lesson is simple: make the content understandable to someone who has never heard of you and don't assume everyone knows what you are talking about.
Instead of: “Finished this today.”
Try: “We turned 40 pounds of discarded steel into a life size bison.”
Now the viewer has context. That is better for humans and potentially better for content discovery.
Facebook remains heavily relationship and interest driven. Businesses should not think of a Facebook Page as simply a digital bulletin board. The strongest business content often gives people a reason to participate. Show the work - Tell the story - Ask a genuine question - Share something useful - Explain something - Introduce the people behind the business.
For local businesses, community relevance can also be extremely valuable. “Here is what we're building in Pittsburgh this week.” is far more meaningful to a local audience than: “Happy Monday everyone!”
TIKTOK
TikTok has made recommendation driven discovery one of the defining characteristics of modern social media. That means a small account can potentially reach people far outside its existing audience. But the same principle applies: The video has to earn attention. The opening matters. The topic matters. Retention matters. The viewer has to care. Don't make a 45 second video because somebody told you 45 seconds is the magic length. Make the video the length required to tell the story effectively.
YOUTUBE
YouTube deserves special attention because it combines social recommendations with powerful search behavior. YouTube says its recommendation system uses signals including viewer history, search history, subscriptions, likes, dislikes and satisfaction feedback. YouTube also says its search system considers relevance, engagement and quality, including how well titles, tags, descriptions and video content correspond with what someone searches for. That makes YouTube especially interesting for businesses. A good video can potentially be discovered through: Search - Home recommendations - Suggested videos - Shorts - Subscriptions - Playlists - External websites - A welding tutorial uploaded today could potentially continue bringing viewers months or years later. - That is different from a social post that disappears from most people's feeds after a short period.
LinkedIn is changing rapidly. In 2026, LinkedIn announced major improvements to its Feed ranking technology using generative recommender systems and large language models. The stated goal is to better understand what a post is actually about and match it with members whose professional interests are relevant. LinkedIn also says it is working to reduce: Generic content - Engagement bait - Recycled content - Automated comments - Engagement pods. This creates a valuable lesson for businesses. Professional expertise matters.
If you are a welder, talk about welding. If you run a fabrication business, talk about fabrication. If you manage a manufacturing company, talk about manufacturing. You don't need to become a motivational speaker just because you are posting on LinkedIn. Your actual expertise is your content.
THREADS, BLUESKY, X AND OTHER PLATFORMS
Smaller or conversation driven platforms can work differently. The important thing is not to assume that the strategy that works on Instagram automatically works somewhere else.
Conversation matters.
Community matters.
Timing matters.
Topic relevance matters.
The culture of the platform matters.
Before investing heavily in a platform, spend some time actually using it, Read the posts, Look at what gets discussed, Look at how people communicate, Understand the community… Then create content that belongs there. This is one of the most overlooked parts of social media management. You cannot effectively manage a platform you don't understand.
WHAT ABOUT AI GENERATED CONTENT?
This is going to become one of the biggest social media questions of the next several years. AI can save an enormous amount of time. It can help businesses brainstorm, help write drafts, repurpose content, analyze data, generate ideas.. It can even help businesses that previously struggled with content creation.
But there is a difference between: Using AI to help you create
and
Using AI to replace your personality, expertise and experience. The second approach can produce generic content very quickly. The internet does not need another thousand posts saying: “Unlock your business potential with these five amazing tips.” Your customers need something useful. AI should help you communicate what you know. It should not manufacture a fake version of you.
THE SMALL BUSINESS ADVANTAGE
Here is something small businesses often overlook. You have something large corporations have a difficult time creating. Personality. You have access to the actual work, real customers, real stories, real mistakez, real opinions… You have real projects and real experience.
That is content. A welding shop doesn't need to invent a story. The shop already has stories happening every day. Someone walked through the door with a broken piece of equipment. Someone needed a custom fabrication. Someone brought in an unusual project. A customer had a problem nobody else wanted to solve. A project went completely sideways. Something broke. Something worked. Something looked terrible before it looked amazing.
Document it……….That is content.
THE ALGORITHM CANNOT FIX BORING
This is perhaps the simplest way to think about modern social media. You can optimize everything. You can use the right hashtags. You can write a perfect caption. You can post at the perfect time. You can choose the perfect audio. You can research keywords. You can analyze your competitors. But if nobody cares about the content, optimization can only take you so far. Start with the idea. Then worry about optimization.
WHAT SHOULD A SMALL BUSINESS POST?
If you are sitting in your shop right now thinking: “Okay, but what the hell am I supposed to post?” Start here.
Show your work. - Teach something. - Answer a customer question. - Show a before and after. - Tell a story. - Explain a mistake. - Show the process. - Introduce an employee. - Introduce yourself. - Show something people normally don't get to see. - Explain why you made a particular decision. - Compare two products. - Review a tool. - Demonstrate a technique. - Share a lesson you learned. - Show a project from start to finish. - Explain a problem you solved. - Talk about something happening in your industry. - Ask your audience a legitimate question. - And occasionally, simply have some fun.
THE 30 DAY SOCIAL MEDIA ALGORITHM RESET
If your social media has felt stagnant, don't immediately delete everything and start over. Try a 30 day experiment.
Week 1: Look at your analytics. Identify your five best performing posts from the last several months. Do not just look at likes. Look at reach, watch time, saves, shares, comments, clicks and whatever business results you can measure. Then identify what those posts have in common.
Week 2: Create content around those subjects. Don't copy the posts. Study the underlying reason they worked. Was it the topic? format? story? hook? audience? timing? usefulness?
Week 3: Experiment with different formats. Try short video. Try photographs. Try educational content. Try storytelling. Try before and after. Try a longer explanation. Give the audience different ways to interact with your expertise.
Week 4: Review the data. What improved? What didn't? Which subjects generated meaningful interactions? Which posts generated website traffic? Which content created actual business inquiries? Then build your next month's strategy around what you learned.
KEEP A SIMPLE CONTENT SCORECARD
You don't need a massive spreadsheet with 47 columns.
Start with:
Date
Platform
Topic
Format
Views/reach
Likes
Comments
Shares
Saves
Clicks
Leads
Sales
Then add notes.
For example:
“Strong comments from local customers.”
“High views but no inquiries.”
“Low views but generated two quote requests.”
“People watched most of the video.”
“People left immediately.”
After three months, you may have more useful information about your business than any generic social media guru can give you.
DO NOT CHASE EVERY ALGORITHM UPDATE
This is another trap. Every time a platform changes something, the internet explodes with headlines: “NEW INSTAGRAM ALGORITHM!”…. “DO THIS OR YOUR ACCOUNT WILL DIE!” - “THE ALGORITHM HATES HASHTAGS!” - “NEVER POST AT 8 PM AGAIN!” Take a breath…..Platforms change constantly. Some changes are major. Some are minor. Some affect one feature. Some are tests. Some are rumors. Some are based on somebody's personal experience that may not apply to anyone else. This is why your own analytics matter. Use platform documentation when it is available. Look for patterns. Test things. Don't rebuild your entire business because somebody on TikTok said they heard Instagram changed something.
THE BIGGEST ALGORITHM SECRET
Here it is.
There isn't really a secret.
The platforms want people to keep using the platforms. People keep using platforms when they find things they care about.
Therefore, platforms have a financial and product incentive to show people things they are likely to find useful, interesting or entertaining. That means the long term strategy is surprisingly simple. Know your audience. Understand what they care about. Create useful content. Make it easy to understand. Give people a reason to stop. Give them a reason to continue. Give them a reason to come back. Then measure what happens.
SOCIAL MEDIA IS BECOMING MORE PERSONALIZED, NOT LESS
The biggest shift businesses need to understand is that social media is becoming less like a newspaper and more like a personal recommendation engine. There is no universal front page. There is no single feed. There is no guarantee that every follower sees every post. Instead, platforms are increasingly trying to understand:
Who is this person?
What are they interested in?
What have they watched?
What have they searched?
What have they ignored?
What have they enjoyed?
What topics do they repeatedly interact with?
And then: “What should we show them next?”
YouTube describes this process explicitly in its current recommendation documentation. Its systems continually process huge numbers of signals to personalize what each viewer sees.
LinkedIn is taking a similar direction by using more advanced AI systems to understand the meaning of posts and match them with professional interests.
That trend is unlikely to disappear.
WHAT THIS MEANS FOR SMALL BUSINESSES
You don't need to understand every line of code behind Instagram. You don't need to become an artificial intelligence engineer. You don't need to predict the next algorithm update. You need to understand your customers. Then create things they actually want. That sounds simplebut it isn't always easy. But it is considerably more sustainable than chasing every new social media trick. And this is where a good social media strategy separates itself from simply “posting on Facebook.” Social media management is not just making graphics. It is not just writing captions. It is not just scheduling posts. It is understanding audiences, platforms, content, analytics, trends, search behavior, community management and business objectives. That is the work behind the post.
THE BOTTOM LINE
The social media algorithm did not suddenly become your enemy. It became more sophisticated. It became more personalized. It became more dependent on understanding individual users. It also became increasingly capable of understanding content itself. That means businesses have to evolve. Hashtags can help. Posting consistently can help. Trends can help. Good graphics can help. Great video can help. AI can help. But none of those things replaces the foundation.
Create something worth seeing.
Create something worth reading.
Create something worth saving.
Create something worth sharing.
Create something that answers a question.
Create something that teaches.
Create something that entertains.
Create something that shows the real people behind the business.
Then give the platform enough useful information to understand who might care about it. And when a post doesn't perform? Don't panic. Study it. When another post performs extremely well? Study that too. The goal isn't to defeat the algorithm. The goal is to understand your audience well enough that the algorithm has a reason to introduce your content to more people. That is the game businesses should be playing in 2026.
A FINAL CHECKLIST FOR YOUR NEXT POST
Before publishing your next piece of content, ask yourself: Does this have a clear purpose? Does someone actually care about this? Would I stop scrolling for this? Is the first part interesting? Does the content deliver what the opening promises? Is it easy to understand? Does it contain useful information? Does it sound like a real person? Am I using AI as a tool rather than allowing it to replace my expertise? Am I posting this because it provides value or simply because I feel like I need to post something? Am I measuring more than likes? Do I know what action I want someone to take after seeing it? And most importantly: Would I want to see this if I weren't the person who created it? If the answer is yes, you are already thinking about social media differently than many businesses.
FOLLOW SLAG TAG MEDIA
Slag Tag Media follows the constantly changing world of social media so small businesses don't have to figure everything out alone.
From Instagram and Facebook to YouTube, LinkedIn, TikTok and the growing world of AI powered content and recommendations, the goal is simple: help businesses understand what is happening, why it matters and what they can actually do about it.
If you are trying to manage your company's social media yourself, keep following Slag Tag Media for practical information, current social media news, platform changes, marketing ideas and strategies you can actually use.
And if managing all of this yourself is becoming too much, that's exactly where professional social media management can help.
-The Slag Tag Media Team
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