As a brand owner or marketer, it’s natural to want to leverage Facebook’s massive user base to promote your products or services. However, you must first understand how the Facebook algorithm works to achieve profitable marketing on Facebook.
Related Read: Instagram Algorithm In 2023: How To Beat It?
In this blog, we’ll delve into the specifics of the Facebook algorithm, its history, and the most effective strategies for maximizing its potential.
From understanding the different ranking factors to creating engaging content that resonates with your target audience, we’ll provide you with everything you need to know to make the most out of Facebook’s algorithm and boost your brand’s online presence.
So, let’s dive in and unlock the secrets to successful marketing on the world’s largest social media platform!
What is Facebook Algorithm?
Despite its reputation as a mystery or enigma, the Facebook algorithm is not as complicated as it may seem. Over the years, marketers and advertisers have witnessed changes in the algorithm that have negatively impacted their organic reach and ad performance.
The Facebook algorithm is a complex set of rules and processes that determine what content is shown to users on the platform. It analyzes a wide variety of factors, including a user’s past behavior on the platform, the post’s content, the level of engagement it has received, and the time and location of the post.
However, the algorithm is constantly evolving and changing, so it can take time for users and content creators to predict precisely how their posts will be ranked and displayed to others.
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.
How Does Facebook Algorithm Work?
Facebook’s algorithm, or the News Feed algorithm, determines what content users see in their News Feed. The algorithm uses a variety of factors to determine the relevance and importance of each post to each user.
Here are some key factors that influence the Facebook algorithm:
It’s designed to deliver the most relevant and engaging content to each user based on their interests and interactions with the platform. The algorithm can be broken down into four main factors:
This refers to all the content available on Facebook, including posts, photos, videos, and more. The algorithm needs to determine which content to show to each user.
- Ranking Signals
Facebook uses a wide range of signals to determine how relevant and engaging each piece of content is to each user. These signals include the content’s recency, how many likes and comments it has, how long people spend looking at it, and more.
Based on the ranking signals, the algorithm predicts how likely a user is to engage with each piece of content. For example, if a user typically engages more with videos than with photos, the algorithm will prioritize showing them videos.
Finally, the algorithm assigns each piece of content a score based on its predicted engagement level. The content with the highest score is then shown to the user in their News Feed.
Facebook’s algorithm is constantly evolving and being updated to provide a better user experience. However, by understanding the key factors that influence the algorithm, businesses and content creators can optimize their content for maximum visibility and engagement on the platform.
Major Facebook Algorithm Changes
The Facebook algorithm took a big turn in 2018 with meaningful interaction updates. The following events are as follow:
Meaningful Interactions Update (2018)
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.
Why I Am Seeing This Post (2019)
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.
News Credibility (2020)
Facebook decoded 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.
Machine Learning and AI (2021)
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 users.
Show Stories That Are Meaningful (2022)
In 2022 Facebook decides what to show the news feed using three ranking signals. Who posted it, Type of content, and interaction with the post.
How to Beat Facebook Algorithm?
Beating the Facebook algorithms may seem like a daunting task given the circumstances, but it’s not impossible to do. Here are 12 things to increase organic visitors.
Post Regularly and Timely
Keep an eye out for the best time to post on Facebook
Posting your content at the right time is important, as posting at the wrong time can negatively impact your organic engagements.
There are specific times that are optimal for posting, and by tracking your insights, you can determine the peak time to post for your brand.
However, this metric is particular and varies from brand to brand. To determine what works best for your brand, experiment by posting at different times and analyzing the results to see what yields the most impactful engagement.
By doing so, you can find the best times to post and increase the effectiveness of your content.
Read up on the Best Time and Days to Post on Social Media in 2023
Be consistent in your postings
It’s important to understand that there is no one-size-fits-all approach to posting content on Facebook. Every brand is unique and has its audience with different preferences and behaviors.
Therefore, it’s crucial to determine the posting frequency that works best for your brand based on your goals and the needs of your audience.
Once you’ve determined the posting frequency that works best for your brand, maintaining consistency is essential. It means regularly posting content at the same frequency to maintain engagement and reach.
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Basic status posts also have high engagement
You can simply ask questions or post updates for better engagements. It is basic, and you shouldn’t use this for every post, but still, it is an excellent strategy to bring engagement to your page. Think creatively about the question you can ask. You may even generate future content from their responses.
Video is Taking the Digital World by Storm
In 2020, the COVID-19 pandemic forced people to stay home, leading to a rise in live video content. This trend is expected to continue as people become accustomed to virtual interactions.
Moreover, social media algorithms prioritize live videos over regular ones, making them more likely to be seen by your audience.
Going live on your social media platforms can help you connect with your followers in real time, which can be a great way to engage with them and increase your online presence.
So, if you haven’t tried going live yet, give it a shot and see how it can benefit you!
Facebook stories are another great way to connect with your audience. They last for 24 hours. Stories are full-screen, creative, customizable overlays which means ways to be more authentic and less perfect.
It’s evident that Facebook algorithms favor reels content, and Facebook itself has acknowledged this fact. To make the most of this advantage, incorporate reels into your brand strategy as much as possible.
With ample evidence to support this assumption, there’s no reason to ignore the potential benefits of creating reels on Facebook.
Related Read: An Ultimate Guide to Facebook Reels
Keep Your Hashtag Game Strong
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.
Here is an example of how Mari Smith is choosing hashtags while uploading statuses about Mark Zuckerberg. You can also use free & paid hashtag-generating tools for Facebook.
Related Read: How to Use Hashtags for Your Social Media Posts in 2022
Do Not Manipulate The Algorithm
Legally and morally, it is corrupt to manipulate algorithms from human ends. The cyberspace administration of China issued a statement that reveals that users aren’t allowed to register a false account, give incorrect information about products or services, or carry out the unfair competition using algorithms.
Facebook algorithms are smart enough to catch privacy violations that lead to temporary or permanent suspension of your Facebook account.
Utilize Facebook Ads
Facebook ads help brands get more visibility and traffic to their website. You can customize your audience, age, gender, demographics, interest, and behaviors while setting up your Facebook ads.
The best advantage is that you reach a specific audience that might be interested in your product and will change into your customers eventually.
As a result, you can boost awareness, engagement, impression sales, and much more.
Example: Zeen is promoting new clothing articles through Facebook ads
Inspect Insights and Analytics
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.
Related Read: 12 Best Social Media Analytics Tools For Marketers
Understand Your Target Audience
One of the impactful features of Facebook platforms is their 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.
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 a whole state.
Stay Engaged With Your Audience
You can spark conversation by asking an interesting question. The other way around, you can also ask something about trending topics.
This will increase your engagement, and you might also appear in the news feeds. You can also get personal with them by telling a small story about your business or life.
Product photos, videos, infographics, or brand graphics are some other ways to spark conversation.
Bill Gates is sharing a heartfelt story about his father on his Facebook status. People who have lost their fathers may relate to this post.
Respond to customers
Respond to the customers in real time. Try to use an automated messaging tool to keep them engaged until you get online.
Even just a few bad reviews, services, response time, or the product being inquired about can make or break the business.
Here is an example of Roger (a telecommunication company) interacting with their customer in real time.
Troubled by negative comments from your customers? Learn How to Positively Handle Negative Comments on Social Media?
Avoid Engagement Bait
Engagement bait is the urge of people to interact with each other through likes, comments, and shares in order to artificially boost engagement and get greater reach. However, you can do a workaround.
The best way to avoid engagement bait is if people tag their friends in your posts without you asking, this means your content is exciting and relevant.
Verify Your Facebook Page
Facebook page verification provides credibility to your brand page. It draws a fine line between real pages and fake pages run by an imposter.
Moreover, Facebook prioritizes real profiles and real pages and ranks them in the news feed. You can verify your page by adding your name, contact number/ email, and address. Then, Facebook will send you a four-digit code that you will put in a bar to set up your verification.
Here is an example of Junaid Akram, a comedian’s Facebook page with 1.5 million followers.
Focus On Building Communities
Creating a community for your brand will help you reach your target audience rather than relying on Facebook alone. Facebook groups are a hidden world that is taking over in terms of engagement.
Try to add your fans to the focused Facebook group. Think about the interest your audience share and share relevant content.
Attract new community members with Facebook ads and try to do live videos for better interaction. Also, know How To Build a Facebook Community For SAAS Business.
Building community is essential because it elevates your position in the industry and your authenticity in your niche. Undoubtedly, Facebook groups serve best for this purpose.
Here is another example of the Fiverr Exchange group. Everyone shares their Fiverr profile and tries to bring impressions. Every member of this group has a common interest; Fiverr growth.
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 de-ranked by the Facebook algorithms and thus impact your reach.
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 proper content planning.
Don’t be afraid of Facebook algorithms; beat them up and build your empire today!
How can I change my Facebook algorithm?
You can turn the Facebook algorithm in your favor by generating authentic & relevant content, interacting with the audience consistently, going live, uploading stories, and speaking with your fans, followers & customers in real time.
Why am I not seeing friends’ Facebook posts?
Facebook Algorithm cuts down the noise; they look at which friends you have interacted with most and bring their posts to your news feed. It is the same for all brand pages you follow. So any page you interact with the most will often show in your feed.
Do all my Facebook friends see all my posts?
Your post is visible to 35% of your friend list. Every week users’ news feed change. Facebook changed its algorithm to determine which posts appear in your news feed this week.
How does Facebook decide who sees your posts?
The Facebook algorithm decides which posts people see every time they check their news feed and in what order those posts appear. These algorithms evaluate every post. It scores posts and arranges them in order of interest for each user.
Meet Khadija Anwar, an accomplished tech writer with over 500 published write-ups to her name. Her impressive portfolio can be found on the ContentStudio blog, LinkedIn, and the Fiverr platform.