How Has Facebook Changed Its Algorithm?
The only constants in life are death, taxes and Facebook changing its algorithm. Because the algorithm changes so regularly, your social media presence must adapt to keep you relevant.
So, how do you do that? First, you’ll need an understanding of what the algorithm is and some of the current guidelines it uses. Then we can talk strategy.
What Is the Facebook Algorithm?
Facebook’s algorithm is a complicated process that curates posts to appear on a user’s feed. This applies to all posts from personal accounts (like your Aunt Sue) and business accounts (like ours). The algorithm is primarily based on interactions and interests, which means you play at least some role in what it serves you.
Of course, the easiest way to get your content is to pay. Meta is an advertising behemoth, and they didn’t build up a $562.19 billion market cap showing posts for free.
One way for businesses to get in front of users who have expressed interest in their products or services is through a boosted post. Meta allows businesses to boost pages or specific posts in front of targeted audiences. Boosted posts are often part of a comprehensive paid social media strategy to target just a slice of the 2.9 billion people who use Facebook.
How Does the Facebook Algorithm Work?
The Facebook algorithm is shaped by user interactions. For example, a Facebook user is more likely to see posts from their friends that they engage with through likes, comments and shares. Businesses benchmark these interactions with customers by tracking engagement rate, which is simply engagement divided by your followers.
So, if your business’s recent post gets 500 likes, shares and comments and your page has 2,000 followers, your engagement rate is 25%. These numbers were selected to illustrate the formula, but the median engagement rate is 0.064%.
Main Changes in the Facebook Algorithm In 2023
The algorithm is always changing. Meta engineers are constantly tweaking thousands of variables to what posts are viewed, which accounts are featured, and how users experience the platform.
- Who posted the content: Meta wants a Facebook feed to be curated to the interests of the user. What this means for marketing efforts is that even all your followers won’t always see your content. By boosting your post, or running an ad, you’ll be able to increase your reach.
- Type of content: Everyone wants something different out of their feed. For users who prioritize video content, Facebook’s algorithm will show them more videos. The same is true for pictures. As a result, some of your followers might not be served your content in the same way based on their preferences.
- Interactions: As your post gets more interactions, more people will see it. Your followers will be more likely to see your content if other followers are interacting with it more.
Surprise! There’s More Than One Algorithm
Facebook has rolled out several products within the platform to offer users more reasons to stay on the site longer. That’s valuable to advertisers – and it can be even more valuable if you know how to work those elements of the site effectively.
How Does the Facebook Marketplace Algorithm Work?
As a business owner, you might be intrigued by Facebook Marketplace. You should be! Marketplace is growing as a sales option for just about every type of business. However, the algorithm for Marketplace is a little different from the one for feeds. To rank higher, you’ll want to make sure that your product listing is as complete as possible. This comes from selecting proper business categories and pricing and providing users with a clear picture with appropriate lighting. Facebook has tools to make selling in Marketplace easier.
Facebook Search Bar Algorithm
When people think of ranking in an algorithm, most think of Google, Bing or a similar search engine. Facebook’s search bar sees plenty of use too, fielding more than 1.5 billion searches per day. Meta says the algorithm for the search bar favors results based on the activity of users on Facebook.
Off-site activity (such as Google searches or activity on non-Meta social media) doesn’t impact results. This activity includes pages that a user follows and the content the user’s friends send them. The good news here is that ranking can be influenced simply by a user liking your page and previous content, which is why it’s important to focus on quality content.
Ready to Get Started Optimizing?
Making sure your content is primed for any algorithm is hard, especially for a smaller company. If you’re still unsure about how to begin, that’s okay! At Oneupweb we specialize in content, optimization and social media strategy.