The Facebook algorithm. Whether you lot love it or hate information technology, you've got to understand it to be successful in marketing your business on the globe's largest social network.

The boilerplate organic Facebook Folio post sees but 0.07% appointment. To crash-land that up for your brand, you've got to larn how to signal the algorithm. You want it to know that your content is valuable, authentic, and worth serving upwardly in your followers' feeds.

Bonus: Download a free guide that teaches you lot how to turn Facebook traffic into sales in four simple steps using Hootsuite.

What is the Facebook algorithm?

The Facebook algorithm determines which posts people meet every time they check their Facebook feed, and in what order those posts testify up.

Essentially, the Facebook algorithm evaluates every post. It scores posts and then arranges them in descending, non-chronological order of involvement for each individual user. This process happens every time a user—and there are 2.nine billion of them—refreshes their feed.

Nosotros don't know all the details of how the Facebook algorithm decides what to show people (and what non to show people). But nosotros do know that—like all social media recommendation algorithms—one of its goals is to go on people on the platform, so that they meet more ads.

In fact, Facebook faced rut in 2021 because the algorithm was prioritizing controversial content. Controversy often gets the highest engagement and tin can even trigger "compulsive use" of the platform.

And equally far back as 2018, critics feared the algorithm was increasing outrage, divisiveness and political polarization while promoting misinformation and borderline content.

For its function, Facebook says the algorithm is all about helping users "discover new content and connect with the stories they intendance the virtually about," while " keep[ing] spam and misleading content at bay." As you'll see below, recent Facebook algorithm changes have aimed to accost concerns about content, as well as privacy.

A brief history of the Facebook algorithm

The Facebook algorithm isn't static. Meta has a whole team of people working on bogus intelligence and machine learning. Part of their work is to improve the algorithms that connect Facebook users with the most valuable content for them.

Over the years, algorithm ranking signals have been added, removed, and had their importance adjusted. It all depends on what Facebook thinks users want to see.

Here are some of the more notable moments and changes in the evolution of the Facebook algorithm.

  • 2009: Facebook premieres its offset algorithm to bump posts with the most Likes to the top of the feed.
  • 2015: Facebook starts downranking Pages that mail as well much overly promotional content. They introduce the "See Commencement" feature to let users indicate that they'd like a Page's posts to be prioritized in their feed.
  • 2016: Facebook adds a "time spent" ranking bespeak to mensurate a post's value based on the corporeality of time users spent with information technology, even if they didn't like or share it.
  • 2017: Facebook starts weighing reactions (e.thousand., hearts or the angry face) more classic Likes. Some other ranking indicate is added for video: completion rate. In other words, videos that keep people watching to the stop are shown to more people.
  • 2018: The Facebook new algorithm prioritizes "posts that spark conversations and meaningful interactions." Posts from friends, family and Facebook Groups were prioritized over organic content from Pages. Brands would now need to earn a lot more appointment to signal value to the algorithm.
  • 2019: Facebook prioritizes "high-quality, original video" that keeps viewers watching longer than 1 minute, especially video that holds attention longer than 3 minutes. Facebook also starts bumping upwardly content from "close friends": those that people engage with the near. The "Why am I seeing this post" tool is introduced.
  • 2020: Facebook reveals some details of the algorithm to assist users sympathise how it serves content, and lets users take control of their data to give the algorithm better feedback. The algorithm begins to evaluate the credibility and quality of news manufactures in lodge to promote substantiated news rather than misinformation.
  • 2021: Facebook releases new details near its algorithm and gives people better access to their information. Here's their caption of the algorithm in 2021.

How the Facebook algorithm works in 2022

And then, where does all of this leave u.s. in 2022? Commencement upward, News Feed is no more than. What you see when scrolling through Facebook is now simply called Feed.

Facebook says Feed "shows you stories that are meaningful and informative." Equally of 2022, the Facebook algorithm figures out what those stories might be using iii master ranking signals:

  1. Who posted information technology: You're more than likely to run into content from sources y'all collaborate with, including friends and businesses.
  2. Blazon of content: If yous nearly oftentimes interact with video, you'll encounter more video. If yous engage with photos, you'll see more photos. You become the thought.
  3. Interactions with the mail service: Feed will prioritize posts with a lot of engagement, especially from people you lot interact with a lot.

Each mail service is ranked based on these main signals to determine where it appears in your feed.

Facebook also gives users options that assist them train the algorithm and customize their feed:

  • Favorites: Users can select upwardly to xxx people and pages to add to Favorites (formerly known as "Meet First"). Posts from these accounts will appear college in Feed. To access Favorites, click the downwardly pointer at the summit right of Facebook, and then click Settings & privacy, and then News Feed Preferences.
  • In-feed options: Click on any post and yous'll see the selection I don't want to see this. And then choose Hide postal service to tell Facebook yous desire fewer posts of that nature in your Feed. On ads, the equivalent option is Hide advertizing. Facebook volition then give y'all a set of options to indicate why yous desire to hide the ad. This will help Facebook understand what kind of advertisers you want to hear from, and which you'd rather avoid.

And, finally, Facebook volition remove content that goes against its Community Standards. They may also "remove or limit audiences for sure kinds of sensitive content," such as nudity, violence, and graphic content."

eight tips for working with the Facebook algorithm

ane. Understand what your audition wants to see

Facebook indicates it prioritizes content that is "meaningful and informative." And then what does that mean, exactly?

  • Meaningful: Stories the user volition desire to talk to friends and family about or spend time reading (based on past behavior), and videos they want to scout.
  • Informative: Content someone will find "new, interesting, and informative," which will vary by user.

Understanding what will be meaningful and informative to your specific audition means you demand to understand their unique interests and behaviors. That ways yous demand to practice some audience research. We've got a free template to get you lot started.

two. Create authentic and accurate content

Facebook says, "people on Facebook value authentic, authentic content." They also specify that the types of posts people "consider genuine" volition rank college in Feed. Meanwhile, they piece of work to reduce the ranking for posts people find "misleading, sensational, and spammy."

A couple of tips for signaling the algorithm that your content is accurate and authentic:

  • Write clear headlines: Make sure your headline conspicuously describes what users will notice in our postal service. You lot can certainly go creative, but don't apply clickbait or misleading titles.
  • Exist truthful: Put but, tell the truth. Don't sensationalize, exaggerate, or outright prevarication. Engagement bait won't win you the algorithm's sympathy.

On the flip side, here are some things to avoid:

  • Links to sites that use scraped or stolen content with no added value
  • Borderline content (content that is not quite prohibited simply probably should be)
  • Misinformation and faux news
  • Misleading health data and dangerous "cures"
  • "Deepfake videos" or manipulated videos flagged as imitation past third-party fact-checkers

three. Don't try to dispense the algorithm

Simply expect, isn't this post all about how to manipulate the algorithm? No, this post is about agreement how the algorithm works so you can acquire what Facebook considers valuable for its users.

You have to practice the work to effigy out how those overall principles use to your specific audience. And then create content that will resonate with them and in turn send positive ranking signals to the algorithm.

Bonus: Download a costless guide that teaches you how to turn Facebook traffic into sales in four simple steps using Hootsuite.

Go the free guide right now!

Trying to manipulate the algorithm to go more distribution than your content merits based on those ranking signals is a big no-no. This might include, for instance, paying for engagement or comments or engaging in other black-hat strategies to manipulate reach. Facebook considers this spam. Don't do it.

The simple bulletin here: Work with the algorithm, non confronting it.

4. Engage with your audience

The algorithm prioritizes posts from Pages that a user has interacted with in the by. This means that bumping up your answer game is primal.

If a person takes the time to comment on your mail service, don't waste the opportunity. Making them feel heard with a reply makes information technology more likely they will continue to comment on your posts in futurity. This, of course, sends more of those juicy engagement signals to the algorithm. Ignore them and they'll probable go silent in return.

Pro tip: Whether you're a solopreneur or you have a whole team of community managers in place, Hootsuite Inbox makes managing these conversations at scale a lot easier.

5. Get your audition to engage with each other

Recollect how we said the algorithm values content that people want to share and discuss with their friends? Well, a pretty easy way to send that signal is to become people sharing your content and discussing it with their friends.

Facebook itself says that if a mail service triggers a lot of conversation among a user'due south friends, the algorithm applies "activity-bumping logic" to evidence that post to the user once more.

To get your audition sharing and discussing, check out our tips for boosting Facebook date.

6. Make the near of Facebook Stories and (specially) Reels

Reels and Stories live in a separate earth from the main News Feed algorithm. Both appear in tabs at the top of Feed, above all the other content, offer you a Facebook algorithm bypass strategy.

Facebook Reels on newsfeed

Source: Facebook

In February 2022, Facebook expanded Reels from its initial launch in the U.S. to worldwide. Facebook says that one-half of all time spent on Facebook and Instagram is spent watching video, and "Reels is our fastest growing content format by far."

They're designed to fuel the discovery of new things. Feed, on the other hand, mainly features relevant content from people and brands y'all're already connected to.

If you're looking for new eyeballs, Reels are an important part of your strategy. Facebook says, "Nosotros're focused on making Reels the best way for creators to get discovered." Brands can also find new connections through Reels if they brand quality content.

In addition to the tab at the meridian of Feed, Reels can exist shared to Stories and seen within the Watch tab. Within Feed, Facebook is starting to add suggested Reels from people the user does non already follow.

7. Don't forget the basic status mail service

Didn't nosotros just say video content is the most important thing? Well, non exactly. When you're trying to bump up your engagement numbers, it can be tempting to seek out complicated Facebook algorithm hacks, But don't forget the apprehensive condition mail. (A postal service that has no photo, video or link.)

Hootsuite'south latest research shows that status posts on average get the highest engagement: 0.13%. Photo posts are side by side at 0.11%, so videos at 0.08%, and finally link posts at 0.03%.

Facebook post engagement benchmarks

Source: Hootsuite Global State of Digital 2022

8. Expand your reach via your best advocates

Your employees have more brownie and say-so with the Facebook algorithm than your brand page does. This is because they accept more brownie and authority with their own followers and friends.

Here's a calculator that crunches the numbers on your employees' potential reach when they're empowered to share your make's content to their own circles. Hootsuite Amplify can help brand information technology piece of cake for employees to share pre-approved content to their social channels.

Affiliates are some other great grouping of advocates that can help expand your attain and build your make's credibility. Give them resources and preparation to help them spread the word on Facebook and extend your targeted audience through their own algorithm signals.

Manage your Facebook presence aslope your other social media channels using Hootsuite. From a single dashboard, you can schedule posts, share video, engage your audience, and measure the bear upon of your efforts. Try it free today.

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