Cracking the Code: How Facebook’s Share Algorithm Works

Cracking the Code: How Facebook's Share Algorithm Works

Facebook’s algorithm is a complicated set of rules that defines what content is shown to users in their News Feed. It takes into account a wide range of elements, including the kind of content, the user’s past conduct on the platform, and the engagement level of the content. Because the algorithm decides what content is shown to users, it has a major impact on how much engagement your posts receive. By understanding the algorithm and optimizing your content accordingly, you can enhance your reach and engagement on the platform.

What is the Facebook Algorithm?

Facebook algorithms are AI and machine learning codes that help Facebook in updating every profile’s newsfeed – what posts will be displayed in what order and to whom.

They determine this based on user behavior and demographics. They guarantee that the displayed content has a higher possibility of interesting the users, who can then pay more time on the platform.

And why does that matter?

Because it implies that they are high in quality. Facebook wants your posts to be watched longer or be showered with responses and comments. They immediately prioritize such posts to appear more frequently on Facebook users’ feeds and go viral.

How Does the Facebook Algorithm Work?

Marketers need to understand how social media algorithms work, and they apply to every network. Facebook took various surveys and wanted to know about their users’ close companions, go-to brands, liked pages, their most interacted groups, and additionally.

It was observed by a new Facebook newsfeed algorithm that maintains the low-engaging content lower in your feed, and the impressive ones appear outright.

Facebook began taking the following things into account:

  • What kinds of posts do you usually like: video, carousel, photos, links, etc?
  • With whom do you interact most frequently
  • Post craze

Mark Zuckerburg also communicates the same stated that the Facebook newsfeed algorithm will display more posts from family and buddies than shoving the sponsored ad posts down the throat.

Now it implies fierce competition for the limited business space. The one that scores the highest dominates this space. Scores are assigned to posts after active-passive signals and personalization factor checks.

Facebook has determined to keep its algorithm transparent by using these scores and signals. It was done to boost the overall experience of Facebook users and for them to take part in meaningful exchanges.

Read Also: Timing is Key: Finding the Best Time to Post on Facebook

Facebook algorithm update timeline

Fast forward to the current day and the Facebook algorithm is still evolving. Below is a short snapshot of some of the changes Facebook has made recently.

March 2019 – “Why am I seeing this post?” update

Facebook began giving context to why users are seeing certain organic posts and Facebook ads. Users could now see a list of excuses why they fit the target audience for a certain Facebook ad. So brands required to fine-tune their audience targeting to reach the most relevant users.

April 2019 – The ongoing fight against misinformation

Facebook’s battle against “fake news” and misleading content is well-documented. In April 2019, Facebook magnified on its manual efforts to fact-check content to fight misinformation. This involved the benefit of a metric called “Click-Gap.” This explores the clicks and links on the platform and compares them with other parts of the internet. Utilizing this metric, it started to limit the reach of posts that only appear to be popular on Facebook.

This may not seem to affect brands directly but does highlight the significance of trust and transparency on the platform. Anything that comes across as needlessly controversial or spammy could quickly gain you a strike, so to speak.

May 2019 – More personalized experiences

Personalization and suitable content remain a top priority of the Facebook algorithm. In May 2019, Facebook revealed the widespread use of surveys. This helped to collect feedback from users to ensure they were seeing relevant content.

The update evolved Facebook’s algorithm to become more of what we visit today. It started to prioritize relevancy when deciding what posts to show to users. Connected with the surveys and the relevancy signals, this allowed to better connect users with the posts, Pages and individuals they cared about.

Read Also: Storytelling Magic: Leveraging Facebook Stories for Shares

May 2019 – Increased focus on video originality and quality

Around the same period, Facebook also developed updates to facilitate original and high-quality videos. It started to reduce the distribution of videos that used engagement baiting. Videos that used manufactured sharing tactics also had restricted reach.

March 2021 – Users get more control over their Feed

Facebook established the “Favorites” tool to give users more control over what they see. This would permit them to add up to 30 companions and Pages to their Favorites. Posts from your Favorites will show up more prominently in your Feed.

5 Tips To Rank Your Facebook Videos and Get More Views

With this knowledge in mind, how can you tailor your video content to emerge in the Feeds of your target audience? Here are a few suggestions you can use to produce different kinds of videos that appeal to the platform: 

Understand Your Audience 

Above all, Facebook’s plan is to personalize each user’s experience. So as a brand, your main purpose should be to make sure your video marketing is suitable to your target audience. To pull this off, you must to understand your audience — inside and out. Make sure you understand your audience through their attractions, behaviors, and choices. The more you can captivate your target audience, the better your posts will perform. 

Encourage Interaction 

Facebook’s algorithm prioritizes content it believes will boost interactions and encourage people to stay on the platform. Whether informative or entertaining, the videos you create should spark conversation.

Desire for engaging video content that inspires users to stop scrolling and like, comment, or share the post. In particular, shares can be an important signal of a video’s relevancy and even virality. 

Put Video Quality First 

More brands are starting to realize the potential of video on Facebook. In fact, 81% of businesses on Facebook are now transferring videos, but this also means Facebook users now have access to a huge pool of video content! 

The high quantity of content makes quality more critical than ever before. Great lighting, crisp audio, visually appealing camera techniques, and well-scripted videos are the foundation of any good video. Without them, your videos might not have a possibility to compete — let alone stand out. 

Read Also: Building a Thriving Community on Facebook: step-by-step Guide

Be Authentic and Meaningful 

Over the earlier couple of years, Facebook has put a lot of weight on “meaningful” content. But what precisely does that mean? 

In 2024, the platform will still examine for authentic accounts posting useful content and creating genuine engagement. If all you’re posting is brand promotion, you won’t win any bonus points with the algorithm. Rather, focus on creating authentic, informative, and meaningful videos. Focus on stories people will like to spend time watching or even talk about with others. 

Keep Videos Short and Engaging 

In today’s fast-paced digital world, someones don’t generally like to spend time watching long videos . Focus on creating shorter videos with a thrilling, attention-grabbing hook. 

Finale

 The Facebook algorithm is refined and constantly evolving. There are few shortcuts and no way to “hack” it. But the steps outlined in this article can assist make the algorithm work for you and aid you get your content in front of the Facebook users who need to see it.

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Eram Naim, with 4 years of experience in content marketing and 2 years in digital marketing, currently serves as the Co-Founder and COO of Digitaltreed.com. In addition to his role as COO, he also functions as the Sales & Marketing Manager and Editor, showcasing his versatility and expertise across multiple domains within the company.