Social Media

The Facebook Algorithm – What you need to know and how to make it work for you

Are you struggling to get the results you deserve when it comes to organic Facebook content? Don’t worry, you’re not the only one. At the end of 2020, Hootsuite reported that the average Facebook post’s organic reach fell to 5.2%. To put that into context the previous year (2019) was 5.5% and before that (2018) 7.7%. With that progressive decline, it’s fair to say there must be a reason for it, and simply put, there is: the dreaded Facebook algorithm. Unfortunately, it’s a little more complicated than that. Since Facebook began, marketeers and social media ‘gurus’ have battled with the algorithm time and time again, searching for the perfect combination to master it. Below, we’ve broken down what the Facebook algorithm is and how you can work with it to improve your organic Facebook performance. What is the Facebook algorithm? Firstly, let’s dig into what the algorithm actually is. The Facebook algorithm is a technical process put in place by Facebook’s techy magicians to show you the content they think you would most like to see. However, Facebook likes to remind us that there is no one single algorithm, but rather ‘multiple layers of machine learning models and rankings built to predict posts that will be most valuable and meaningful to an individual over the long term.’ (Source: Hootsuite) In Layman’s terms, without the algorithm, Facebook would try to show you every post in chronological order. Instead, with the algorithm in play, Facebook evaluates each piece of content, rates it and then shows it to you in descending order with what it thinks you will like the most at the top. Simple, right? How does the algorithm work in 2021? Now we have a simple understanding of what the algorithm is, let’s delve into how it works during 2021. It’s important to note, the Facebook algorithm is also a continuous work in progress. From the addition of the ‘Like’ button in 2007 to prioritising ‘more meaningful interactions,’ such as comments in 2018, Facebook has continued to move the goal posts since it began, which makes working with the algorithm all the more difficult. With this in mind, we can currently break the current algorithm down into four parts: Inventory, Signals, Predictions and Score. 1. Inventory

How to make the algorithm work for you

With all that we’ve covered above, the most important thing is that you understand how to work with the algorithm for organic success.

Check out these seven tips for working with the Facebook algorithm in 2021:

1. Engage with your audience

Social media was built to be, well, social! If you’re not engaging with your audience, how can you expect them to want to engage with your content? Take time each day to respond to comments and messages, making things personal to users.

Also, remember to be proactive in your engagement. Get out there and like, share and comment other people’s / brand’s content.

Finally, get your community talking. This is a great place to encourage discussions and debate on topics relevant to your business or industry. This could also lead to invaluable insight into your audience’s perspective.

2. Post at the right time

This might seem like an easy one, but it’s surprising how often brands still don’t utilise this simple metric. Head into your Facebook Insights and check out when your audience is online the most. You can then schedule your content to post during this time, maximising your reach.

3. Use Facebook’s newest features

People don’t like change. However, being an early adopter of new features could see your content at the top of the newsfeed.

Tools such as Go Live and Stories should be used to help boost your content. Also, the stories format features above the newsfeed itself, so by using this tool you’ll be jumping straight to the top of Facebook!

4. Don’t post nonsense

Unfortunately, we live in a world full of clickbait and fake news. This style of content is not only frustrating for a user, but it can also damage your reputation and prevent your content from reaching the top of the timeline.

Aside from this, remember to post good quality links. Facebook will favour links that drive traffic towards credible websites.

5. Create Facebook-specific content

Facebook likes you to make things as easy as possible for it, so don’t be awkward or lazy.

When creating your content, ensure it’s in the correct ratios for the platform. Check out the best social image ratios for all platforms during 2021 here.  

Also, don’t duplicate content. There’s nothing wrong with digging back through your timeline to find old content or sharing a post you’ve used on a different channel. Just tweak the written content to keep it fresh and you’re good to go.

6. Paid ads

Imagine being able to put your content in front of your ideal demographic. Well, that’s exactly what paid advertising with Facebook Ads Manager can do.

Using targeted ads can boost your brand or product awareness directly with the audience you are hoping to target. Demographics can be targeted by age, gender, language, location and much more.

By using targeted ads, you can build your followers and page likes, increasing your reach for future organic campaigns.

7. Encourage employees & partners to share

Who better to help spread the word than your own people? Encourage your employees to post and share your content on their own channels so you can continue to increase your brand awareness organically.

And there you have it.

Working with the algorithm doesn’t have to be as scary as it looks, however, it does take time and effort to master.

Need support with your social media?

Luckily for you, we have our own team of social media experts. If you'd like to chat more about what optimising your social media presence, get in touch.