In recent years, social media has advanced at a rapid speed. Facebook is the second-largest social media networking site, with two billion monthly users. For profitable marketing on Facebook, you must understand how the Facebook algorithm works.
It is not a secret Facebook algorithm looks like a mystery or enigma that many brands prefer to stay away from. However, for years marketers and advertisers have seen changes in the Facebook algorithm that only hurt their organic reach and ad performance with Facebook marketing.
However, Facebook algorithms are not complicated to understand as long as you keep up your way with what is precisely a Facebook algorithm, its history, and the best practices.
This article has discussed the significant milestones Facebook Algorithm has been through over the years and what they mean for your business. We have also included ten effective strategies to increase your post reach and boost your loyal customer base down the line.
What is Facebook Algorithm?
Facebook algorithm influences the order of the post and feeds itself once people open their Facebook app, making sure that people see the most relevant content. It is a complex combination of factors that evaluate rank and display posts on-screen on a scale of relevance for each specific Facebook user.
We don’t know all the details of how Facebook decides what to show people, but we know Facebook’s main objective is to keep the audience scrolling to see more ads.
Though the most dramatic algorithm change was in 2021, when Facebook was being criticized for showing controversial content, the controversy got high users and triggered compulsive use of social networking sites. As far back as 2018, critics feared the Facebook algorithm increased divisiveness, outrage, and political polarization while encouraging borderline content and promoting misinformation.
For its part, Facebook says the algorithm is all about helping users discover new content and connect with stories they care about the most” while keeping misleading content at bay. In addition, you will see below; that recent Facebook algorithm updates have aimed to address concerns about content and privacy.
A Brief History of the Facebook Algorithm Updates
The Facebook algorithm wasn’t always like this. It is not statistics, and engineers are regularly tweaking. Let us now look at the timeline of Facebook Algorithm updates.
2004- 2008 (Founded Facebook with minimal features): Mar Zuckerberg and a group of Harvard students founded Facebook in 2004. The newsfeed debut started in 2006, and the like button showed in 2007. Newsfeed allowed users to see the updated status of their connected friends, and the like button made interactions batter. Nothing mainly happened in the Facebook algorithms for the next couple of years.
2009 (Newsfeed filter): This year saw the launch of a new feed filter and sorting order, aka “Facebook algorithms.” Facebook decided to display the post with the most engagement on the top of the feed. Facebook users saw plenty of changes in 2009, allowing users to customize status updates and attach media. Users can also set a specific friend list to see messages and status updates.
2015 (See First Feature): Facebook made specific changes in 2015 to improve user experience. It down ranked the pages with overly promotional content and introduced the “see first” feature. This feature gave you the best control over your news feed. See the First update allowed users to request that a page’s post appear in their feed. Facebook also stopped showing preferred posts determined by the algorithm irrespective of posting time.
2016 (Time spent update): In 2016, Facebook started to rank the posts based on time spent. It didn’t matter if the audience liked or shared them. Live videos also gained popularity. It earned three times more watch time than any other form of video. The new feed also got an update by adding colors to text-based posts.
2017 (weighing reaction): Facebook started sentimental reactions (e.g., heart and angry ones) more than classic reactions. Another update is added for the video completion rate. In other words, the video that keeps people watching to the end is shown to the audience
2018 (Meaningful interactions update): Facebook accepted the responsibility for the mental impact of this social networking site on users’ mental health in 2018. They made changes to improve the quality of time spent on Facebook. The Facebook algorithm started to prioritize posts with higher concentration so that people could interact effectively.
2019 (Why I am seeing this post): Facebook algorithms ranked high quality, original videos that keep users watching for 1 minute and hold attention for 3 minutes. Facebook also started bumping up content from close friends, which people engage with the most. The “why I am seeing this post” update was introduced.
2020 (News Credibility): Facebook will decode some algorithm details in 2020. They helped the user to take control of their data to give algorithms better feedback. As a result, the algorithms increased the incredibility and quality of news articles to promote substantiated news rather than spread misinformation.
2021 (Machine learning and AI): With ORGANIC Reach at an all-time low, Facebook introduced machine learning to this day. Facebook uses AI and machine learning to run its algorithm and offer a better experience to the users.
How The Facebook Algorithm Works In 2022?
In a blog post published in 2021, Facebook revealed new data about its algorithm. The Facebook algorithm 2021 uses four parameters to rank multiple postings in a user’s news feed.
The total number of posts accessible to Facebook to display in a user’s news feed is inventory.
As a marketer, the only aspect of the Facebook algorithm you can influence, is signals. They’re further separated into two groups: passive and active.
Passive signals are non-active metrics such as time posted, story type, and view time.
Active signals include actions that promote engagement, such as reactions, likes, and shares.
The latest Facebook algorithm modifications place a strong emphasis on genuine interactions. As a result, the system gives active signals greater weight since they generate actual interactions. In 2021, the Facebook algorithm’s four most essential ranking signals were:
Facebook tries to see whether the post is from a person, news outlet, company, or public figure with whom other people interact often. Messaging, tagging, and following are examples of engagements. User-to-page interactions are given less weight.
What are the reactions of other Facebook users who have already viewed the post? Do they enjoy it, make a remark about it, react to it, or simply disregard it?
What postings (video, link, picture) get the greatest engagement? How helpful is the article? And how long do people spend reading the post?
The most recent posts are shown first. What time did it go up, and what time is it now?
Facebook evaluates your profile and actions to determine what should appear in your news feed. With predictions, Facebook hopes to understand your likes and dislikes in terms of postings, so it only displays the information you’re likely to interact with.
Every post on Facebook is given a relevance score. The relevance score indicates how relevant the post’s content is to a certain user. Certainly, each user’s relevance score for a specific post will differ. However, Facebook is more likely to put such posts at the top of your feed with greater relevance rankings.
10 Tips to Outplay the Facebook Algorithm
Beating the Facebook algorithms may seem like a daunting task given the circumstances, but it’s not impossible to do. Here are ten things to increase organic visibility and max post engagementon the Facebook platform.
Target the Right Audience:
One of the impactful features Facebook platforms is its ability to catch an extremely specific audience. Facebook can customize who can see your past, and it works in paid and non-paid posts. Aside from the technical aspect, it is important to remember who you are trying to reach while building your content. Real-time communication with your audience is a reliable way to build your brand and forges a relationship with your clients.
Local is Engaging:
Since the algorithms encourage pushing meaningful content, it makes sense that local content has the potential to be extremely engaging. So, publish content specific to a city or town rather than to a whole state.
Inspect Your Insights
Facebook business pages can track useful insight with an array of useful tools. This is outrageous because it tells what type of your content is working in your favor. Acknowledging insights helps you curate more content in those areas. It also supports you improve the content in areas where it might be lacking.
Post Timings Are a Crucial Factor
Post at the right time because wrong timings can cause havoc to your organic engagements. There are right and wrong timings to post. You can gauge the right peak time to post for your brand by tracking your insights. This metric is highly particular and changes from brand to brand. You can figure out what works impactful for your brand by posting numerous times and seeing what results it yields.
Post Authentic Content
Let us face reality; no one appreciates misinformation. So when you post on your brand’s page, remember only post genuine substantiated information. If your content has deep and fake news or male file claims, it will be marked by the Facebook algorithms and thus impact your reach.
Videos Are The Way To Go
Over the years, one thing has become super clear; Facebook algorithms encourage video content. Apart from staggering evidence to prove the assumption, Facebook has also publicly admitted this knowledge. So weave video into your brand strategy as much as possible.
Consistency is Key
Where there is no particular timeline to post weekly or monthly, there most obviously exists a posting frequency that works for every brand. Plan out what works best for your brand in terms of engagements and reach and then keep posting. You can view Facebook insights to help you plan your future.
Hashtag the Right Way
Hashtags may seem like an overrated factor, but they strongly impact when put appropriately. So keep your hashtags relevant, unique, limited, and memorable to watch your brand engagement soar to greater heights.
Go Facebook Live
We saw a huge rise in live videos throughout 2020. A lot of this can be ascribed to restraints the world faced due to the COVID-19 pandemic, and the impacts of this change will stay for a while. The algorithms love live videos, giving them more importance than regular ones. So go live and see the results for yourself.
Go Facebook Official
Making your brand Facebook official supports it and convinces algorithms of the legitimacy of your brand content. This automatically marks your brand better on Facebook feeds.
The list of beating up Facebook algorithms might be exhaustive, but it covers a solid chunk of the foundational work to go into the engaging brand. It is super important to remember that the Facebook team constantly evolves and updates its algorithms, meaning brand custodians and content creators need to go along with the latest changes consistently.
After 18 years, Facebook still is one the most effective and impactful ways to establish your brand and reach potential connections. However, your brand success is up to you and how you utilize Facebook in the best way possible. It is not an overnight process but can be achieved with consistency and the right content planning.
Don’t be afraid of Facebook algorithms; beat them up and build your empire today!
FAQs on Facebook Algorithm
How Can I Bypass Facebook 2022 Algorithms?
Be clear and aware of who you are marketing to and your target audience. Post-high-quality material tells relevant content that solves a problem and explains what you do and why. Make it easy to connect with and purchase from you by empathizing with your audience and improving the consumer experience.
Why Are There So Many Ads on Facebook 2022?
You may be seeing Facebook ads because you have already visited websites that have utilized Facebook’s advertising services. These sites may have gathered and shared your information with Facebook, including your email address.
How Do Facebook’s Algorithms Manipulate Users?
These algorithms use your likes, comments, and shares as input — in other words, the stuff you interact with. The algorithm aims to increase engagement by determining what people enjoy and placing it at the front of their feeds.
How Does the Facebook Search Algorithm Work?
As search engine algorithms, Facebook algorithms rank all the posts that have the prospect of being shown on a user’s news feed based on how likely a person will have an optimistic reaction to that content. Facebook prioritizes content from friends over brands, highlighting “meaningful interactions”.
Masooma Memon is a pizza-loving freelance writer by day and a novel nerd by night. She crafts research-backed blog posts and articles for small businesses and app companies who aim to employ quality content to educate and engage with their audience.