How does the Facebook algorithm work?
The biggest challenge for small businesses these days when it comes to social media is trying to ensure that your posts have longevity and don’t just die in the vortex that is the Facebook Algorithm. But how does the Facebook Algorithm even work? That’s exactly what we’re going to explain in this post!
What is an algorithm?
Before we dive into the beast that is the Facebook Algorithm, lets first define what an algorithm even is. An algorithm is a process or set of rules written in a computer code that a program uses to perform certain processes or calculations. Every single task you do on a computer, phone, website uses an algorithm.
Think of the algorithm as a workflow. A computer can’t see the bigger picture of a task like you can. So, you need to instruct it what steps it needs to take for each scenario.
Algorithms aren’t just for computers. There are some really basic ones that we’ve been using for decades, even centuries. Recipes are a great example of a basic algorithm. The ingredients are listed according to the order that they’re used, and in order to get to the end dish, you must follow the direction in the exact order. Another example is those handy instructions you get in flat pack furniture. In order to get that dazzling looking coffee table, you need to put the screws in a particular spot and put the legs together in a particular way. Otherwise you end up with something that doesn’t look like a coffee table at all! If you need more information, check out the BBC’s article on what an algorithm is.
How does the Facebook Algorithm work?
The main objective fo the Facebook algorithm is to feed posts onto a given user’s feed that will drive the user to like, comment, watch, or share. Like this article on Sprout Social explains, the algorithm controls the order the users see posts, putting the posts it thinks a user will engage with the most and that they find most relevant at the top of the feed. The algorithm gathers all posts it can display to a user (friend’s posts, pages a user likes, group posts, etc) across the entire Facebook network, and ranks them by how likely that user will give each post a positive reaction.
The Big 4
There are 4 factors the Facebook Algorithm uses to determine the order of posts in you Facebook feed.
Inventory - The algorithm gathers all possible posts from friends, family, groups, and pages, as explained above.
Signals - the algorithm then looks at “signals,” or reactions that you have done in the past to similar posts. These can be any of the below or more:
Comments and likes
Engagement with a published piece of content posted by friends
Shares on Facebook Messenger
Replies to comments on a video
It can be heaps more of signals too, like the type of content, the completeness of your profile, the type of phone you use (yes, the algorithm knows that), and the strength of your data connection.
Predictions - The algorithm then uses your profile and past actions on the platform to predict whether you will positively react to a post or not.
Score - Finally, the algorithm then gives each possible post or content piece a score that determines its degree of relevancy to each user. This score determines the order it will appear in a person’s news feed.
What does this mean for small business?
So now that you know what the Facebook algorithm actually does, what does that mean for your small business?
Unless you have an audience on Facebook that is obsessed with every single one of your posts, who likes, comments, shares every time you posts, no one is going to see your activity. It is absolutely crucial for you to have people engaging with your posts in order for your page to be seen. That means that you have to:
engage with your audience whenever they comment,
encourage your audience to engage with your posts by creating content that relates to them, that they find entertaining, or that drives them to do a particular action, like vote or answer a question, and
post consistently.
Ways to work with the Facebook Algorithm
You might hear marketers say there’s a hack to work around the Facebook algorithm. Unless you’re a total computer genius who created the Facebook Algorithm (which we all know, you’re not), then you’re just going to have to play by the rules. Sorry, but there is no hack or quick workaround.
There’s a few ways you can work with the algorithm. One is to “pay to play," where you pay to amplify your post across the network. This is great if you have a huge budget, but for most small businesses that’s not the case. The only time this might be ideal is if you have a post that’s getting a heap of organic (non-paid) engagement. That’s when you know that you have a piece of content that people love, and you know there’s more users out there that will too. Remember though, don’t boost the post, always use an engagement ad. We explain why in our blog right here.
Like mentioned previously, ask questions in your posts to start the conversation, and when someone answers, answer back. Think of how you would interact with someone in person. You would be putting yourself in a pretty awkward position if you just didn’t respond to their statements while you’re having dinner with them. So why not find out as much as you can about your potential customer by sparking up a comment-convo on one of your posts?
One thing about the algorithm is it loves video, like really loves it. Video is naturally more engaging to users and the algorithm gives these posts more weight compared to simple image or text posts. If you haven’t already, start creating some quick and snackable video content. It’s super easy and there are an infinite number of platforms out there that you can get licence free stock footage and create your own videos with. Alternatively, try getting a freelancer on websites like fiverr or freelancer.com to create one for you.
Facebook groups is another great way to work with the algorithm. As groups are mini forums for like minded individuals to come together and engage with each other, it’s only natural that these posts weigh much more in the algorithm than others. Groups are perfect for almost any business, just make sure you keep an eye on activity as any groups that violate Facebook’s codes of conduct can have some severe negative effects on your business page.
One thing you must stop doing to help your posts with the algorithm, is baiting. The algorithm will demote pages and posts that use click bait, engagement bait or comment bait to promote. That means “tag your friends” or “comment below,” or sending users to a website that has nothing to do with the content on the post (or does not have the Facebook pixel applied), will cause the algorithm to punish your post and page.
So that’s how the Facebook algorithm works. If you’re a small business, just remember to be consistent with your posting, encourage your fans to interact with your brand, and keep the conversation going. The more you do these things, the better you look to the algorithm, and the more likely you’ll appear at the top of someone’s feed.
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