The secrets of the Facebook algorithm
It is a long-unanswered question: Why do some posts go viral while others fade away so quickly with only a few likes?
If you’re producing content for Facebook, and the News Feed algorithm gives you a hard time, you’re not alone. The good news is that Facebook has slowly revealed how it categorizes and prioritizes content to make it appear (or not) in users’ feeds.
Here’s Facebook’s 2021 algorithm. Plus, here are some tips on how to prolong the lifecycle of your Facebook content.
What is the Facebook algorithm?
It is the way Facebook uses to determine what content a user will or will not see when they arrive on the social network.
You noticed that the posts don’t appear in chronological order: the algorithm evaluates and rates the posts, then ranks them based on their potential interest to the user. The algorithm puts the posts that it thinks will interest it the most at the top of the feed.
Facebook examines different factors like the post type, the history of interactions between the author (or page) and the user, and several other criteria (more on this later).
The algorithm decides the order of the content; it also determines whether or not the content appears: the average reach of an organic post is only 5.5% of fans on a Facebook page. The culprit is him, he who turns your 10,000 fans just over 500 pairs of eyes.
How does Facebook’s algorithm work?
Here’s a bit more information about how this algorithm works.
Inventory is the stock of all the content that could be displayed to a user on their news feed, which fluctuates depending on the user’s activity as they browse their news feed.
It includes everything posted by Friends, Pages, and Groups: the more pages and groups the user has liked, and the more friends they have, the greater the stock to study.
Facebook signals are information about a piece of content that Facebook can gather – they are the only factor you have control over.
Facebook interprets your post: the type of content (video, photos, text, carousel, story, etc.), the author (page, user), the age of the status, its objective, etc.
Facebook should interpret this status as meaningful and relevant to your target audience.
Predictions represent the behaviour of the user and the likelihood that they will have a positive interaction with a piece of content. They consider into account the original commitment:
- the comments,
- the shares.
4. Relevance Score
Relevance score is the final number assigned to a piece of content based on how likely users will respond positively. The higher the score is, the more viral your status will be.
What are Facebook’s algorithm ranking signals?
- Comments and reactions from people who have already seen the post
- Engaging friends with content
- Sharing on Messenger
- Responses to comments on a video
- With whom users often interact
- Family, close friends are privileged
- The percentage of completion of the profile
- interactions between people and pages have less weight
- Message type ( video, link, image)
- The degree of information of the content
- Time spent on status
- Which type of message (video or link, image, etc.) does this user most interact with?
- The most recent messages are displayed first
How to take advantage of Facebook’s algorithm
Avoid these mistakes
As the algorithm gets more innovative and more intelligent, it begins to identify the engagement incentive to improve content ranking on an inconsistent basis. However, this isn’t the only mistake to avoid while posting content.
- Clickbait: Messages that request clicks or trick users to click with sensational or fake information.
- Like-baiting: messages that ask for likes, comments and shares.
- Posts with spammy links: links with a clickbait title that leads to a page full of ads.
- Repeated content
- Text-only messages
- Overly promotional content that prompts readers to make a purchase.
- Messages that reuse the text of your ads
Engage with your audience
Posting content on Facebook and watching organic reach magically increase is not enough anymore. After posting, you need to spend some time engaging with your audience.
With Facebook’s algorithm prioritizing people-to-people sharing over people-to-people pages, your goal should be for users to share your content, making it visible to their friends and family. You may even find that a comment will bring your status up in the news feed of the user’s friends.
Get reactions rather than likes.
Since the reactions have been implemented, they seem to carry more weight than a simple Like. Use your content to incite emotions and provoke reactions from your target audience.
Pick the right time
Recency has been talked about as one of the main ranking signals.
Although posts are no longer listed in chronological order, the most recent posts are still more likely to be at the top of the newsfeed, so your audience is more likely to see your content if it appears at the top of their feed, timeline.
That’s why you need to check your stats and know the optimal post times for your audience.
Using Stories is an excellent way to bypass Facebook’s algorithm. Since stories are not part of the Facebook News Feed, the rules do not apply to them.
Create a Facebook group
Facebook’s algorithm pushes posts to groups that users interact with the most.
Posting interesting conversation starters in your Facebook group is another way to get attention to your content.
Push your employees to promote your page
We have seen that the algorithm favours person-to-person posts rather than page-to-person posts. How to work around this problem as a page? Ask your employees to share the status of your brand with their friends. It’s an excellent way to increase reach and build awareness among your employee networks.
This is a great way to get new eyes on your content, as Facebook’s algorithm will show live broadcasts to users with similar interests and behaviour. This trick makes live streaming on Facebook a quick way to increase your organic reach.
To appear in the favourites.
Facebook offers each user 30 tabs to place their favourite pages. It’s one way to give users more control over the content they see on their News Feed.
Post long videos
The longer people watch your videos, the higher the ranking signals will be. Facebook’s algorithm scores videos based on viewing time and completion rate: the more Internet users watch your video, the more Facebook’s algorithm will push it up in the news feeds.
Videos will get an extra boost if:
they are the subject of a direct search,
they last more than 3 minutes
they are original
they are published natively on the platform.
You now know all the secrets of the Facebook algorithm and have the keys to boost your performance on the social network.
If, however, you encounter difficulties in increasing engagement in your publications and federating your community, it is advisable to contact my team at ufound. My team of social media professionals will help to improve your brand image on different platforms.