Understanding Facebook’s Marketing Algorithm

 Tuesday, April 13, 2021


Some posts get high engagement on Facebook, while others get nothing beyond a few likes and views. It feels unfair, especially when your content is well-planned. 

The algorithm of the platform influences your presence and engagement on Facebook. If the algorithm feels like a mystery to you, this Facebook marketing algorithm guide is what you need.

Before diving in, you may refer to our last part of the blog series here.

Facebook Algorithm in 2021

What is Facebook Algorithm?

Facebook has an abundance of content. To sort that content for users in terms of relevancy and importance, it uses a series of particular steps as an algorithm.

The Facebook algorithm decides the content on the newsfeed of the users when they login to the platform. It works through four factors - 

Inventory - All the content available on the platform.

Signals - Criteria used to make decisions about what to show to a user. Its indicators are recency, relevance, device usage, feedback from the community, and misleading or hateful content.

Predictions - Predictions of your reaction to a post.

Score - All the above three contribute to producing a relevance score of a post. The higher the score, the greater the probability of the visibility of a post. 

Ranking Practices for Facebook Algorithm

Make Content Your Priority

It is the audience that consumes your content. Therefore, research your audience base and generate such quality content that induces a response from the users. Be as consistent with posting as you can. Be it a couple of times a day or a week, be regular at it. However, figure out the best time to post using Facebook Insights. Use relevant hashtags but do not overuse or misuse them. 

Generate User Engagement

Organic conversations on your posts boost the engagement of your post. The more engagement it has, the higher the visibility it gets on the News Feed. 

Therefore, create posts that have the potential to engage a conversation in the comments. Share content that ignites emotions in the audience pushing them to engage with the content. You can also create Facebook groups to build a community. 

Interact With Your Audience

Once your post stirs a conversation, actively participate in it. Respond to every follow-up question and comment. It indicates to Facebook that your conversation is important, and it increases its visibility. 

Moreover, being interactive with your audience builds your image as a trustworthy brand. 

Indulge in Video Content

Videos have become a primary engagement tool. It immerses the audience in your content entirely. As a result, it ignites emotions that become conversation starters. 

You do not need to invest in high-budget videos. Create a simple video with valuable content. You can also use Facebook live to embrace the video format economically. 

Prioritize Native Content Over External Links

Facebook prefers posts with native content like photos, tags, and videos over linking off-site content. It deemphasizes the external links. It does not want the users to leave consuming content from the platform. An off-site link directs the users to another platform. Facebook does not remove that post, but it does not boost it either. 

Facebook introduces updates to its algorithm now and then. To gain reach organically, stay updated and abide by every Facebook marketing algorithm. 

If you need help with the marketing strategy, reach out to Walibu. We are a dedicated team of digital marketing experts ready to strengthen your marketing strategies.


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Ben Paulsen