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The
ULTIMATE GUIDE
for tackling the
FACEBOOK ALGORITHM
So, what is the..
FACEBOOK ALGORITHM?
The Facebook algorithm decides which posts we see, and
in what order we see them. Facebook states that there is
not one single algorithm but there are 'multiple layers of
machine learning models and rankings' which decides
which posts will benefit us in the long-term. Every time a
user refreshes their feed, Facebook evaluates the posts
and gives the posts a rating of interest for the user, in
order to keep the user scrolling and to see more paid
advertising.
BRAND TIP - Facebook rewards users for posting
content that people engage with by improving their
organic reach.
Just like Instagram's algorithm, Facebook has created
their algorithm around a number of ranking factors over
the years. They have changed from time to time, in 2017 a
'reaction' to a post weighted more than just a 'like'. In
2018, 'meaningful interactions' were taken into
consideration, meaning posts that received the most
comments were prioritised.
However, the most important ranking signals to consider
are Relationship, Content Type, Popularity and Recency.
Facebook
RANKING SIGNALS
Relationship
The users that you frequently
interact with.
Content Type
The type of media in the post
e.g. video, photo.
Popularity
How many likes and/or
engagement the post gets.
Recency
The more recent the post, the
more likely that it will be
shown in users feeds.
Social+ Tips for..
OPTIMISING YOUR ORGANIC REACH
Build Relationships with your Audience
The algorithm prioritises posts that a user has interacted
with in the past, if you have a strong relationship with
your followers, they are more likely to continue
interacting with your posts!
Aim for a Reaction
As we previously said, 'reactions' weigh a lot more than
'likes', therefore post content that causes an emotional
reaction (there has never been a greater reason to get an
office puppy - email your boss!)
Post at the Right Times
Stating the obvious; post when your followers are active!
Recency is one of the key ranking signals, therefore, if
you post content whilst users are scrolling it is more likely
to be seen.
Make Videos a part of your Strategy
Facebook stated that video content results in higher
engagement and interactions from users compared to
any other type of content on the platform, don't make
the
Social+ Tips for..
OPTIMISING YOUR ORGANIC REACH
Post Stories Regularly
BRAND TIP - Stories aren't included in the news feed,
therefore, they are not governed by the algorithm. This
means that they are more likely to be seen and they are
extremely effective in navigating users to your account.
Become your Followers Favourite Page
Unaware to some, you can actually favourite up to thirty
accounts, which makes the content posted by these
accounts a priority - give your followers a reason to
favourite your account (office puppy).
Go Live!
You receive x6 more engagement when you go live in
comparison to posting regular content. Make sure when
you go live it is relevant, for example, if you're a
gymfluencer - do a live workout!
Review your Analytics
The best way to evaluate what works for you is to review
the analytics on your previous posts, look at what content
received the most engagement and take it from there!
