The Facebook algorithm is constantly evolving, and in 2023, it’s more important than ever to understand how it works. The algorithm determines what content is seen by users, so if you want your posts to be seen, you need to know how to make the algorithm work for you.
The average organic Facebook Page post only sees a small amount of engagement, so if you want your posts to be seen by more people, you need to signal the algorithm that your content is valuable and authentic. This can be done through various tactics, such as using relevant hashtags, creating engaging visuals, and writing compelling captions to draw readers in.
Additionally, it’s essential to post regularly and consistently so that the algorithm knows your content is worth serving up in followers’ feeds.
By understanding the Facebook algorithm and taking steps to make it work for you, you can increase engagement on your posts and get more eyes on your brand.
What is the Facebook algorithm?
The Facebook algorithm is a complex system that determines what posts people see when they check their feeds. It evaluates each post, assigns it a score, and then arranges the posts in descending order of interest for each user. This process happens every time someone refreshes their feed, and with 2.9 billion users worldwide, it’s an essential part of how Facebook works.
Unfortunately, we don’t know all the details of how the algorithm decides what to show people and what not to show them. However, it’s likely that, like other social media recommendation algorithms, one of its goals is to keep people on the platform so that they can be exposed to more ads.
This means that posts from friends and pages you interact with most often are more likely to appear at the top of your feed than those from less active accounts or pages you don’t follow.
How does it work?
In 2023, the Facebook algorithm has evolved significantly from its early days. The News Feed is no more replaced by a new feature called Feed.
This feature is designed to show users meaningful and informative stories based on three main ranking signals.
- Firstly, content from sources you interact with most often will be prioritised in your Feed. This includes friends and businesses alike.
- Secondly, the type of content you engage with most often will also be given priority – so if you watch many videos, you’ll see more content in your Feed.
- Finally, the algorithm considers how much time you spend engaging with certain types of content – so if you spend a lot of time watching videos or reading articles, those types of posts will appear more frequently in your Feed.
Overall, the Facebook algorithm in 2023 will give users a personalised experience tailored to their interests and preferences.
By taking into account who posted it, what type of content it is, and how much time they spend engaging with it, the algorithm can provide users with both meaningful and informative stories – helping them stay connected to what matters most to them.
Tips for working with the Facebook algorithm.
- Understand what your audience wants to see.
- Create accurate and authentic content.
- Don’t try to manipulate the algorithm.
- Engage with your audience.
- Get your audience to engage with each other.
- Make the most of Facebook Stories and (especially) Reels.
- Don’t forget the basic status post.
- Expand your reach via your best advocates.
Understand what your audience wants to see.
Understanding what your audience wants to see is critical to creating content that resonates with them. Facebook has indicated that it prioritises content that is “meaningful and informative”, but what does this mean exactly?
Meaningful content are stories the user will want to talk to friends and family about or spend time reading and videos they want to watch. Informative content is something someone will find “new, interesting, and informative” which will vary by user.
In order to create meaningful and informative content for your specific audience, you need to understand their unique interests and behaviours. This means doing some audience research.
Once you understand who your audience is and what they want from you, creating meaningful and informative content becomes much easier for them.
Create accurate and authentic content
Creating accurate and authentic content is essential for success on Facebook. People on the platform value honest and trustworthy posts, so it’s important to ensure your content meets these standards. To signal to the algorithm that your content is accurate and authentic, start by writing clear headlines that accurately describe what users will find in your post. Don’t use clickbait or misleading titles; instead, be truthful and don’t sensationalise, exaggerate, or lie.
When creating content for Facebook, it’s important to remember that people on the platform value accuracy and authenticity. Posts that are considered genuine will rank higher in Feed than those deemed as misleading, sensational, or spammy. To ensure your posts meet this criterion, avoid clickbait titles and make sure you tell the truth in your posts.
Additionally, write clear headlines that accurately describe what users will find in your post, so they know exactly what to expect when they click through. Following these tips can help you create content that resonates with people on Facebook while also helping you reach more of them organically.
Don’t try to manipulate the algorithm
It is important to understand how the algorithm works in order to create content that resonates with your audience and sends positive ranking signals to the algorithm. This means figuring out what Facebook values for its users and then creating content that meets those criteria.
However, it is important not to try and manipulate the algorithm in order to get more distribution than your content merits. This includes paying for engagement or comments or engaging in other black-hat strategies such as buying followers or likes.
Manipulating the algorithm can have serious consequences, including getting your account suspended or even banned from Facebook. It is also important to remember that algorithms are constantly changing, so any manipulation tactics you use today may not be effective tomorrow.
The best way to ensure success on Facebook is by creating quality content that resonates with your audience and provides value. Doing this will help you build an engaged following over time without resorting to manipulating the algorithm.
Engage with your audience
Engaging with your audience is essential to any successful social media strategy. The algorithm prioritises posts from Pages that a user has interacted with in the past, so it’s important to make sure you’re responding to comments and messages in a timely manner.
If someone takes the time to comment on your post, don’t waste the opportunity – make them feel heard with a reply, and they’ll be more likely to continue engaging with your content in future. This sends positive engagement signals to the algorithm, which will help boost your visibility and reach.
On the other hand, if you ignore comments or messages, it sends a signal that you don’t care about what people have to say, and they are likely to go silent in return. So take advantage of every opportunity you get to engage with your audience – it could mean the difference between success and failure!
Get your audience to engage with each other
Getting your audience to engage with each other is a great way to increase the reach of your content and get more people talking about it. By encouraging users to share and discuss your content with their friends, you can send a signal to the algorithm that your post is valuable and worth showing again. This “action-bumping logic” can help boost the visibility of your post and get it seen by more people.
To encourage engagement, you should create content that sparks conversation. Ask questions, start debates, or provide interesting facts that will make people want to comment or share their thoughts. You can also use polls or surveys to get feedback from your followers and generate discussion around a topic.
Additionally, responding quickly to comments on your posts will show users that you value their input and are interested in engaging with them. With these strategies in place, you can create an active community around your content and reap the rewards of increased visibility on social media platforms.
Make the most of Facebook Stories and (especially) Reels
Facebook Reels and Stories offer a great way to bypass the main News Feed algorithm and reach new audiences. Reels, in particular, has seen rapid growth since its launch in February 2022, with Facebook noting that it is their fastest-growing content format by far. This makes it an important part of any social media strategy if you’re looking for new eyeballs.
Reels and Stories live in a separate world from the main News Feed algorithm, appearing in tabs at the top of Feed above all other content. This means they are more likely to be seen by people who don’t already follow you or your brand.
With half of all time spent on Facebook and Instagram watching videos, creating engaging content for these platforms can significantly increase your reach and engagement.
Don’t forget the basic status post
Status posts are often overlooked when it comes to boosting engagement on social media, but they should not be underestimated.
According to Hootsuite’s Global State of Digital 2022 report, status posts have the highest engagement rate at 0.13%, followed by photo posts at 0.11%, videos at 0.08% and link posts at 0.03%.
This means that even though video content is essential for engaging with your audience, don’t forget about the power of a simple status post.
Status posts can be used to share updates about your business or organisation, ask questions to engage with your followers, or provide an update on what you’re up to. They also spark conversations and create a sense of community among your followers.
So don’t forget the basic status post when trying to increase engagement on social media – it could make all the difference!
Expand your reach via your best advocates.
Employees are one of the best advocates for expanding your reach on Facebook. They have more credibility and authority with their own followers and friends, which can help boost your brand’s visibility in the algorithm.
To make it easier for employees to share pre-approved content, you can use a calculator that crunches the numbers on their potential reach when they’re empowered to share your brand’s content.
Affiliates are another great group of advocates that can help expand your reach and build your brand’s credibility. Give them resources and training to help them spread the word on Facebook and extend your targeted audience through their own algorithm signals.
This will allow you to tap into new audiences while also leveraging existing relationships with affiliates who already have an established presence on the platform.
By providing them with the right tools and support, you can ensure that they are able to effectively promote your brand in a way that resonates with their followers.
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