The Facebook algorithm decides which posts people see when they check their Facebook feed, and in what order those posts show up. Facebook marketing today requires that you understand the algorithm and how to combine organic and paid content to gain attention.

The Facebook algorithm evaluates every post, scores it, and then arranges it in descending order of interest for each individual user. This process happens every time a user refreshes their newsfeed. The details aren’t public, but Facebook’s goal is to keep people visiting and scrolling so that they see more ads.

Facebook’s Current Algorithm Favors New and Popular Content

In 2021, the Facebook algorithm is made up of four main ranking signals: recency, popularity, content type, and relationship. The best organic reach is given to content that people engage with.

Known ranking signals include:

• Relationship: Is the post from a person, business, news source or public figure that the user often engages with? (i.e., messages, tags, engages with, follows, etc.)
• Content type: Does the user interact with this type of content?
• Popularity: Are people who have seen the post reacting to it?
• Recency: How new is the post?

5 Facebook Marketing Tips for Brands

Combine Organic and Paid

Post regularly on Facebook so that the algorithm ranks your content. Get the most from your best content with paid boosts to increase the number of people who see it. The goal is to increase the number of people who trigger algorithm ranking signals so your content ranking improves.

In addition to boosted posts, run ads that attract attention and draw people to your brand on the platform.

Generate Conversation

The algorithm prioritizes posts from pages that a user has interacted with in the past. Post content intended to generate conversation and engagement likes and shares. Reply to every comment on your content.

Be sure to post content at times that your audience is online, since the newest posts go to the top of the news feed.

Note that the algorithm weighs reaction buttons more heavily than a simple like. So target emotional reactions in your posts: love, caring, laughter, sadness, and anger.

Foster an Active Facebook Group

The Facebook algorithm prioritizes posts from groups users care about, so a post that gets amplified in a popular group by enthusiasts and fans is likelier to earn more reach. Set up a group that connects people you care about with content they care about. Encourage conversation and react to posts and comments.

Use Video

Posts with live and other forms of video continue to get attention on Facebook, so they are favored by the algorithm. Live video on Facebook continues to grab attention. Because live video receives 6x more engagement than regular video, the algorithm ranks it highly.

Watch time and completion rate are both crucial ranking signals for video because they indicate that the viewer enjoyed the video enough to watch the whole thing. The longer you keep people interested, the higher your video post will be scored by the algorithm, and the higher up in the Facebook newsfeed it will appear.

Expand your reach via your best advocates

People – including employees, customers and brand loyalists – have more credibility and authority with the Facebook algorithm than any brand page. This is because people have more credibility and authority with followers and friends.

Invite people to like your Facebook page and/or join your group. Encourage people to share your brand messages both directly and by sharing your content. Know who your best advocates are on Facebook and involve them in your marketing.

These tips should put your Facebook marketing on the right track. Keep in mind that the rules can and will change. Watch the Facebook platform for updates and changes so that your Facebook marketing strategy continues to leverage best practices.