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No smoke and mirrors. No jargon. Just honest marketing that works. We believe the best work happens when we collaborate.
Following our last blog: ‘How to Create a Social Media Strategy’, we felt we should explain how Facebook’s algorithm actually works.
An algorithm is a set of instructions designed to perform a specific task. This can be a simple process, such as multiplying two numbers, or a complex operation, such as playing a compressed video file. In computer programming, algorithms are often created as functions.
The Facebook algorithm controls the ordering and presentation of posts, so users see what is most relevant to them. Rather than publish content chronologically, posts and ads are presented based on what Facebook sees as relevant to you, the user.
Over the past 5-6 years, you will have noticed how much Facebook’s algorithm has changed. Initially it worked well for a business on Facebook; gaining reach and engagement daily. However, over the past couple of years this has changed, and now it’s tough for any business on Facebook to gain organic reach (not paying for boosts or advertising).
Why is this occurring? It’s down to Facebook’s algorithm changes.
Facebook’s Algorithm is never going to be set in stone and in reality it is tweaked daily by a team of developers. Facebook’s algorithm works based upon these 4 main ranking signals. Recency, Popularity, Content type and Relationship.
Now you know the 4 main ranking signals for Facebook’s algorithm, let’s look at how the algorithm works? We’re going to explain it in a simple guide below…
Inventory is all the content that is to be displayed in a users newsfeed. On Facebook, it’s effectively all the content that your friends and all the pages you like have posted.
Next on the list of the Facebook Algorithm is the signals. As we mentioned above, is the content recent? What is the content type? a photo, a link a video? What is the relationship of the user with regards to the content posted. Does the user engage with the liked page/friend of the content? All of these signals are based on the experiences of the user.
Signals are the only feature a business/brand can affect on the Facebook newsfeed. When you’re posting out your content you can research your audience through Facebook insights, determining what type of content they like and engage with, when and how. This NEEDS to be part of your social media strategy.
After your content has been analysed by Facebook’s Algorithm, it will be given a score (we don’t get to see this) based upon the content type, popularity, relationship & recency. Effectively, if Facebook feels that your content is great, they will show your post to users newsfeeds. If Facebook feels the content isn’t worthwhile, or poor quality, it will get less reach.
It seems quite harsh really, especially if you’re a new brand or business trying to gain new customers organically. Ultimately, it’s just a way of Facebook trying to make you spend money through advertising, which also has its good and bad points.
Do you need help with your advertising?
A lot of brands will find themselves stuck in this situation. This is why we’re going to give you some tips and advice; to help maximise the Facebook algorithm for your business.
If you’d like a more comprehensive technical guide to Facebook’s algorithm view this from Facebook’s technical team.
Facebook’s foremost purpose is to create conversation. If you create content that generates conversations, Facebook is going to favour you and your brand. You’ll find your brand will gain more organic reach.
Note: Once you have the conversation started, make sure that you reply to your audience! You can do that by answering questions, asking other questions and giving compliments. When you create more engagement on your content, you’ll have a higher content score.
We’ve spoken about this briefly, but YOU MUST POST CONTENT WHEN YOUR AUDIENCE IS ONLINE! Recency is a ranking signal, and finding this information is very easy. All you have to do is look at your Facebook insights and it will tell you when your audience is most likely to be online. If you’re posting content out at 11pm and your audience is not online, don’t expect to receive much reach. This is why you should schedule your content.
By posting your content into Facebook stories, you’re going to get your posts seen more often. It’s a really simple way of getting users who have liked/followed your page to see your content more often. If they see your story, potentially you will see increased engagement, which results in a higher content score.
If you’re a brand and you want to engage with your Facebook audience create a Facebook group! When you create a Facebook group and people join, you will find (more often than not) that your posts will gain more reach. If people are joining your group, they will have an interest in your brand and what you have to say; making them a captive audience.
We know Facebook groups aren’t for everyone, but think outside the box with the way you could use it for your brand. For example, if you’re a retail shop this could be an excellent way to engage with your local audience; notify them of special offers on items. Everyone loves to feel exclusive!
Following on from utilising Facebook’s groups, using user-generated content is a great way to receive more organic reach. User generated content might be a picture featuring your product, a review or a text post from an ordinary person, opposed to a brand or business. Why is user generated content good for reach? If you use user generated content, it allows you to tag the creator, which means their friends will also see your content. If other people see user-generated content, it gives your brand more authenticity and potentially leading to more user-generated content in the future.
Real easy one, ask your page audience to make you a favourite. If you’re creating engaging posts quite regularly, and they’re enjoying and engaging, why not ask them to receive notifications for your posts? As they’re making you a favourite, they’re more likely going to see your content regularly as your posts will feature at the top of their newsfeed.
Spending money on advertising can be a hard sell, as we like something tangible for our hard-earned. But what if we told you that by promoting posts that already have high engagement, you’ll find that they will gain even more reach and engagement.
Facebook already thinks that your content is great, which is why it’s promoting it on users newsfeeds. By further promoting it with a £5-10 post boost, you’ll see it given even more post momentum; resulting in a cheaper PPC (Pay-Per-Click).
Facebook’s algorithm is going to be changed more regularly than not. Understanding how Facebook’s algorithm works is advantageous and will help your social media strategy. With even more changes happening over the coming months (with our data), you will find Facebook changing its algorithm again.
However, the 4 ranking signals: recency, popularity, content-type & relationship are always going to be the foundation of Facebook’s Algorithm.
Creating quality content is always going to be key if you want your posts to be seen. There isn’t any way you can hack it or change it. By following some of our tips on how to get the most out of the algorithm you’ll find yourself having more organic reach.
If you need some help with your social media, please email us below for a free quotation.