The Facebook algorithm definition (now known as Meta) is simple: It’s a sophisticated set of formulas and rules that sort and determine content ranking across the social media platform. It evaluates posts, advertisements, reels, and stories and decides which ones users should see on their feeds and their order, all based on their interests.
However, this algorithm is not a constant. You need to keep track of every change, especially if you're running Facebook ads and want to improve your Facebook SEO. To achieve this, understanding how the FB algorithm operates is essential.
In this article, we’ll delve into the question, “How does the Facebook algorithm work?” and share the most recent changes it has brought, empowering you to enhance your social media marketing strategy. Let’s dive in!
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How Does the Facebook Algorithm Work?
The earliest Facebook algorithm used to prioritize posts based on the number of likes. Today, while algorithms have evolved into more intricate formulas, their primary objective remains consistent: customizing everyone's feed according to their preferences. After all, there is no point in showing you cooking videos if you’re not interested in them, right?
Today, Facebook ranks the posts on your feed based on four factors:
- Who posted it: You’re more likely to see posts from people or businesses you interact with frequently.
- How relevant it is to your likes: Whether you’re going to interact with it based on previous likes, comments, and shares.
- Format of the content: You're more likely to get the same format you’ve previously engaged with. For instance, if you’ve liked more photos, then you’ll see more photos. The same goes for videos.
- General interest: If Facebook predicts a certain post will garner more interactions, it will show it on your feed.
However, with the introduction of reels, learning the Facebook algorithm definition extends beyond posts on your feed.
To ensure you leave our blog fully informed about the Facebook algorithm and can apply that knowledge to your digital marketing strategy, let's distinguish between the feed and the reels algorithm.
How Does the Feed Algorithm Work?
The feed is Facebook’s main feature. All photos, videos, and different interactive FB posts are displayed there. According to Meta, the way it decides which posts to present on a user’s feed is based on four steps:
1. Inventory
Facebook makes an inventory of all recent posts that can potentially show up on your feed. This includes posts and reels from your friends, followed Pages and joined Groups.
2. Signals
The next step is ranking the posts in the inventory based on the possibility of you finding them valuable. For this, Facebook uses thousands of signals to make the feed as personalized to the user as possible. Some of these come directly from your interaction with a post, while others come from taking certain actions on Facebook.
In general, these signals are grouped in several categories:
- Data specific to you (the basic information you provide, how you access FB, and other Facebook data.)
- Data specific to the post (who created it, who shared it, etc.)
- Data specific to you and the post (how you’ve interacted with it, how you’ve interacted with similar posts, etc.)
3. Predictions
Based on the signals, the Facebook algorithm will predict your interests and what you want to see next. Its goal is to gauge how likely you are to interact with the post, how likely your friends are to do the same, and how likely it is for that post to be engaging to the general public. For example, if you constantly watch funny videos from a certain page, the algorithm will take it as a signal that you are interested in seeing similar content.
4. Relevance Scoring
Finally, the algorithm creates a list of all the posts that will be relevant to you and ranks them using a “relevance score.” The higher the score is, the higher the possibility for these content pieces to show up on your feed.
Simply put, the posts with the best score will show first on your feed. However, the Facebook algorithm also tries to provide equal chances to all, ensuring you receive different posts from various sources.
How Does the Reel Algorithm Work?
The reel algorithm on Facebook operates similarly to the feed algorithm, employing the same four steps:
- Inventory
- Signals
- Predictions
- Relevance Scoring
The only difference is in signals, where the algorithm uses additional actions such as:
- Hashtags you follow
- Topics you engage with
- Time spent on viewing FB reels
- Engagement with the reel, etc.
Facebook is always on the lookout for high-quality content. For example, if a reel entertains the audience, uses music from the FB library, has the potential to start a trend, etc., the Facebook algorithm is more likely to push it forward.
Facebook Algorithm Changes Up to 2024
As mentioned earlier, the Facebook algorithm is in a constant state of flux, and all updates are introduced to enhance user experience.
Below are some of the most noteworthy changes, spanning from 2019 to 2024:
“Why Am I Seeing This Post?” Update – March 2019
To improve transparency, in March 2019, Facebook began informing users why some organic content is shown to them. This was conducted by a pop-up with the title, “Why you’re seeing this ad”, sharing all the reasons why a certain user fits the target group of a company’s Facebook ad.
Click Gap Metric – April 2019
To fight off the rising wave of fake news, Facebook created the Click Gap metric. This tool analyzes the links on this social media platform and compares them with other similar ones on the Internet. The results indicate whether the news is true or fake.
High-Quality Videos – May 2019
One feature that’s emphasized today more than ever is the creation of high-quality videos. The Facebook algorithm prioritizes these videos, driving organic traffic to the site.
Introduction of the “Favorites” Tool – March 2021
With this tool, users can choose which posts they get to see first on their feed. Under Favorites, you can add up to 30 friends and pages and “design” your feed.
Changes to the FB Algorithm To Better Compete With TikTok – June 2022
Shifting its focus toward videos, the Facebook algorithm started altering its feed to compete with TikTok. The aim was to prioritize content creator posts over those from friends and family.
New Facebook Reels Features – March 2023
This update brought the 90-seconds FB Reels we know today. New reel templates were also introduced, alongside the “Grooves” feature, which aligns a creator’s video with their favorite beats.
Entrance of AI in Video Recommendations - March 2024
In development from 2020 and coinciding with the introduction of ChatGPT, Facebook has now integrated AI into its algorithm. Specifically, it leverages AI to suggest videos to users, aiming to enhance the Reels section and all other parts of the platform that utilize video content, recognizing its prevalence as the most popular form of information consumption today.
8 Tips for Working With the Facebook Algorithm
Get more exposure for you brand with the following strategies to work around the Facebook algorithm:
1. Speak to Your Intended Audiences
Facebook has exciting targeting capabilities, such as setting preferences for who can view your posts, making it an efficient social media tool for growing a brand. Your aim is to boost engagement, increasing responsiveness and reactions toward your organic posts and paid advertisements.
But targeting alone will not get you the increased engagement you desire. Crafting the right content, messaging, imagery, and headlines with your target audiences in mind will help expand your brand’s reach. Posting consistent content types regularly, whether unique or repurposed, is key.
Facebook's algorithm evaluates the usefulness and significance of a page or group by the frequency of their high-quality, relevant posts. Therefore, consistency, without appearing spammy, is vital for engaging a broader audience. This doesn't require posting every hour; rather, it involves maintaining a steady stream of content and ad ideas.
2. Leverage Local Geotargeting
Another audience-first approach is creating meaningful interactions through local content. This is helpful for brands aiming to establish a strong presence in a specific region or city. After all, it is more feasible to trend higher locally than nationally or internationally.
You can partner with other local brands and brand advocates, like micro-influencers, for promotion while focusing on your surrounding community.
3. Make the Most out of Facebook Insights
It seems obvious and old-fashioned at first, but overlooking your page’s reports and analytics can harm your marketing efforts. It is recommended to study the trends on your engagement and audience analyses and ensure you get the most out of this built-in Facebook tool.
Located under Facebook Ads Manager, Insights can give you detailed metrics on the performance of your posts and page. This can keep you on top of traffic and engagement trends that are crucial for your marketing initiatives.
4. Find the Perfect Time To Post
Figure out when your target audiences are online or most interested in and active with engagement and consider posting around these hours. The Facebook algorithm also prioritizes the newer posts as signals for uploads to show.
You should post during peak engagement time. If you're unsure about when your target audience is most active, you can experiment by posting at various times and track the performance over time.
5. Avoid Spammy and Flagged Content
Steer clear of down-ranked content categories, such as:
- Sensitive posts
- Offensive content
- Controversies
- Misinformation or fake news
- Manipulated photos and videos
6. Focus on Posting Videos
As mentioned earlier, videos are highly appealing to users today. They are fast-paced, easy to consume, and require minimal effort.
You do not have to shell out a big budget for an expensive production. There are so many ways to produce high-quality video content for free, such as easy-to-use mobile video editors. You can also leverage user-generated content (UGC) from a customer who may be doing a review or unboxing of your products.
7. Join Relevant Facebook Groups
Join Facebook Groups that are related to your brand and content. This is an exciting way to foster conversion and interact with your target market and other users who may not necessarily be within the scope of your audience.
By doing so, you can enhance customer retention and gain new clients. The key is not to adopt a sales-focused approach within Groups. It's more appealing to be personal and conversational while still representing your brand identity effectively.
If you are feeling a little adventurous, you can even start your own Group. It does not have to be brand centric. You can build it around similar themes that discuss solving consumer problems and providing educational content.
8. Ask Open-Ended Questions
Have you noticed pictures and videos that read “Caption this” on your feed? This always works to get people commenting under your posts. It even paves a way for discussion among users.
It does not need to be exclusively “Caption this” or an explicit “Comment down below.” It is best to modify your captions and ask interesting open-ended questions. You will surely garner thousands of reactions and shares and hundreds of comments.
Remember: Facebook's current algorithm makes brands work harder to achieve meaningful organic reach and engagement with followers. You should consider using different strategies and tips (aside from paid ads) to leverage the algorithm and enhance your reach.
Facebook Algorithm FAQs
How does Facebook decide which posts to show?
Facebook uses a formula that involves content inventory, ranking signals, predictions and relevance scoring when deciding which posts to show on your feed.
How can I increase who sees my Facebook posts?
Increase engagement on your Facebook posts by producing and uploading content that speaks to your target users, using local targeting, evaluating Facebook Insights constantly, posting at the right time, veering from spammy and misleading content, creating videos and participating in relevant Facebook Groups.
How do you beat the Facebook algorithm?
While there is no surefire way to beat the Facebook algorithm, you can strategize to make it work in your favor. Social media marketing agencies are your best ally there.
One way is to use paid Facebook Ads. Another is to expand your other social networking accounts. You can also import and integrate your personal contacts into your page. The more connections you have, the more your posts will show up on feeds organically. Create and share exclusive content while paying attention to your page insights. Finally, do not disregard reaching out to other communities and group managers.
