Just like all other social media platforms, Facebook also aims to provide content to its users that will likely keep them engaged for as long as possible. Simply put, Facebook tries to show you content it believes you will enjoy the most. It constantly gathers information about people’s interests and preferences based on individual Facebook behavior. If you like a post, Facebook will likely show you something similar in your feed in the future.
As the underlying algorithm gathers more and more information about a person’s social media behavior, it becomes increasingly capable of delivering content that the viewer will enjoy. Facebook doesn’t just examine content based on topics and interests; it also considers a significant aspect of post quality rating, which is composed of users’ reactions to posts.
How does the algorithm rate posts?
The Facebook algorithm uses post rating in two different contexts. The first rating determines how well the content of a post aligns with a user’s preferences, and the second rating is based on engagements with the post. According to an article by Hootsuite, in addition to ratings, posts go through a few more filters before appearing in front of viewers in a selected order.
According to Hootsuite, the sequence of post screening performed by the algorithm goes something like this:
- First, Facebook gathers all posts available on a user’s network and rates them based on predetermined metrics, such as the type of post and the time of posting.
- Next, it filters out posts to which the user is unlikely to react. This filtering is based on the user’s previous Facebook behavior. It also filters out posts that have received negative feedback, such as clickbait content and misinformation.
- The remaining posts are individually rated based on how Facebook anticipates the user will react and engage with them. After this rating, the posts are ordered by value.
- Finally, the algorithm selects various types of media from the posts to offer the user a rich and diverse browsing experience.
What kind of posts does the Facebook algorithm favor?
When the right content reaches the interested eyes, it starts accumulating engagements and reactions. When sharing organic, unpaid posts on Facebook, the most crucial criterion for post quality is its engagement potential. A post that receives a lot of engagement, such as likes, comments, and shares, equates to a high-quality post. Facebook has assigned different values to engagements and reactions, affecting the post’s quality rating in various ways. As these quality points accumulate, the algorithm categorizes content by quality and displays the most excellent content the most.
Ratings for engagement-generated points for posts (Ratings from the blog post’s publication date, which may change):
- Like = 1 point
- Comment = 6 points
- Share = 13 points
(Source: CXL Intermediate Facebook Ads)
Videos and the Facebook Algorithm As videos become more prevalent across platforms, Facebook also has its own metrics for measuring engagement with videos. The percentages of video views likely measure the quality of video content to some extent, although exact information isn’t available. Presumably, the rating for video view times is similar to that for post engagements, with longer views earning the highest points. Statistics indicate that, compared to regular posts, videos generally engage audiences with a better percentage, receiving more reactions. If possible, using videos based on this information is recommended for content creation.
Summary
Lastly, here are a few tips to maximize organic visibility for your Facebook posts:
- Your posts should be useful, such as teaching a small trick (good examples are life hack videos, 5-minute crafts, etc.).
- They evoke emotions (e.g., a sad child).
- They are funny (e.g., a relatable meme).
- They are posted at the right time (you can see page insights to determine when your fans are most active).
Remember that not every post you put on Facebook will go viral. Designing your content considering your target audience and what they might like is important. Measuring results and continuous improvement often help in achieving better outcomes. Facebook’s algorithm is also continuously evolving, with finer nuances being refined, but its fundamental purpose is unlikely to change. Ultimately, its goal is to keep people engaged with their screens.
– Vili
