Let’s be honest, the Facebook algorithm can feel like a bouncer at an exclusive club. You create something, but it won’t let your content in with the cool crowd. Your ads don’t seem to be working like they used to, and your reach is shrinking. As a leading Digital Marketing Agency, we get it.
The truth is, the algorithm isn’t a mystery—it’s just a smart system that keeps changing. In 2025, winning on social media means understanding what that system wants, and we’re here to give you a clear, no-fluff guide to making it work for your business.
What is the Facebook Algorithm?
The algorithm acts as the ultimate gatekeeper, deciding what content to show people. Its core mission is simple: to keep users on the platform and to find new ways to extend their session time. It then shows you posts it thinks you’ll love, essentially personalising the entire experience.
Forget seeing posts in the order they were shared. The algorithm judges every single post, from friends, pages, and creators, and ranks them just for you. That’s why your feed is filled with engaging short videos and relevant articles from people and brands you don’t even know.
Starting in 2018, Facebook’s (now Meta’s) algorithm was redesigned to be all about real human connection. The platform realised that passive scrolling through content from distant pages wasn’t engaging. Instead, it prioritises content that fosters genuine interaction and conversation. So for you, the goal is simple — create content that people actually want to engage with, not just scroll past.
A Quick History of the Algorithm: Why Today is Different
The Facebook and Instagram algorithms have gone from simple ranking systems to seriously smart, AI-driven recommendation engines. Understanding this evolution is key to understanding why your old tactics aren’t working anymore.
- 2006-2012: The “Simple & Social” Era. It was all about what was new and what got a lot of “Likes.” If your friends posted it, you saw it. Engagement was shallow, and your reach was almost entirely dependent on your existing follower count.
- 2013-2017: The “Quality & Time” Era. The system started to get smarter, caring more about content quality and how long people watched a video or stayed on a link. This shift began to punish clickbait, favouring posts that delivered real value. This is when video content began its rise to dominance.
- 2018 and beyond: The “AI-Recommendation Engine” Era. Facebook got serious about fighting fake news and bad content, but the biggest, most impactful change was moving away from a friend-centric feed. Now, up to half your feed is AI-recommended content from anywhere on the platform — not just from people you follow. This is a huge opportunity for you to be discovered by a brand-new, relevant audience, but it also means the competition for attention is fiercer than ever. Your content must compete globally to be seen.
How the Algorithm Works Today: The Four-Step Score
The system scores every piece of content to decide if it’s worth showing to a user. It’s a lightning-fast, four-step process that happens every time a user refreshes their feed:
- The Pool (Inventory Score): This is the massive collection of all the posts Facebook could possibly show a person — from friends, groups, Pages, and recommended content. Your post first needs to be deemed “eligible” by not violating any policy.
- The Clues (Content & Creator Signals): The algorithm quickly scans the details about your post (e.g., is it a short video (Reel), a link, a photo carousel, a Live video?) and what it knows about your Page (your posting history, consistency, and past engagement rates). This is your chance to shine by creating high-quality, targeted content.
- The Guess (Prediction Score): This is the core of the AI. The algorithm creates a sophisticated prediction of how a specific user will react to your post. Will they Like it? Will they Comment? Will they Share it? Will they click the “See More” button? It’s predicting a user’s future behaviour.
- The Score (The Final Rank): The algorithm assigns a final, personalised ranking score to your post. The higher the score, the higher up the post appears in that user’s News Feed. This means a post that scores highly for one user might not even show up for another.
The Key Signals for 2026: What the Algorithm Loves
To score big, your content needs to send the right signals. These signals are the factors that most heavily influence the ‘Prediction Score’:
1. Real Talk (Meaningful Interaction)
The algorithm cares less about simple, low-effort “Likes” and much more about signals that show intent and value.
- Saves: A save is a huge signal. It tells Facebook that the content is so valuable the user wants to keep it for later. Think checklists, tutorials, “must-read” articles, or inspirational quotes.
- Shares: Sharing content to a Story or to a personal page is the ultimate vote of confidence. It means the user is literally vouching for your content to their friends.
- Comments: Especially comments that are longer than a few words. The algorithm loves posts that spark a genuine, sustained conversation. Avoid single-word responses; aim for questions that require a thoughtful answer.
2. Content Type (The Video Imperative)
Right now, the fastest ticket to reach new audiences is through short videos (Reels). Meta is investing heavily in competing with TikTok, and the algorithm is heavily biased toward this format.
- Short-Form Video: Reels are the best way to get discovered by new people. Focus on hooking the viewer in the first 1-3 seconds—if they scroll past, the Reel’s score plummets.
- Time Spent/Watch Time: The longer a user stays on your content, the better. This is why Live streams and detailed Carousels (multi-image/video posts) often outperform simple static images. A Live session shows the algorithm that users are dedicating their attention to your brand.
3. Originality and Uniqueness
The algorithm rewards creators who make their own content. Don’t just repost others’ work or repurpose old memes—be original, or add your own unique take.
- Creator Voice: Show your face, your team, or your unique brand perspective. The algorithm can detect when content is truly new and when it’s just a duplicate.
- Internal Linking: When you drive traffic within the Meta ecosystem (e.g., from an Instagram post to a Facebook Group, or from a post to a dedicated Business Suite landing page), the algorithm rewards you for keeping the user on its platform.
4. Relationship Signals (Your Inner Circle)
While the feed is full of recommendations, it still favours content from your existing followers and people you have engaged with in the past.
- Past Interactions: Has the user Liked or commented on your content before? Have they searched for your Page? This history is a powerful signal.
- Proactive Engagement: The more you connect with your community—replying to comments, sending private messages, or running polls—the better your posts will perform for them.
Six Tips to Beat the Algorithm and Drive Real Growth
In 2026, your strategy needs to be less about getting attention and more about earning it.
1. Lead with Video, Specifically Reels
If you’re not making Reels, you’re missing out on the biggest organic growth channel available. Reels are the best way to get discovered by new people and a great way to develop a remarketing audience.
- Actionable Tip: Don’t just post any video. Create “thumb-stopping” content. This means using trending sounds, clear captions, and delivering a complete, valuable message in under 30 seconds. Use text overlays for viewers who watch without sound.
2. Offer Real Value, Not Just Sales Pitches
Stop being so salesy. Instead, create content that helps, entertains, or teaches.
- Actionable Tip: Give away free tips, show behind-the-scenes moments of your process, or create a series where you answer common questions from your customer service inbox. This builds trust and positions you as a thought leader.
3. Start a Conversation and Foster Community
The algorithm is a community builder. Start a conversation by asking open-ended questions and replying to every comment (at least for the first hour after posting) to build community and get rewarded.
- Actionable Tip: Encourage your team, partners, and loyal customers to share your content on their personal pages. The algorithm gives a huge boost to content shared by individuals because it signals real human-to-human connection. Create “shareable assets” that people are proud to post.
4. Be Consistent, Not Just Frequent
The algorithm rewards Pages that show up often. Whether it’s daily or a few times a week, a regular schedule tells the algorithm your page is active and worth following. A burst of posts followed by silence is a red flag.
- Actionable Tip: Use your Meta Business Suite scheduling tools to map out a consistent rhythm. Consistency in timing (e.g., posting every Monday, Wednesday, and Friday at 10 AM) allows the algorithm to learn when your audience is most engaged.
5. Optimise Your Business Suite for Trust
The algorithm won’t send its best users to a profile that looks incomplete or untrustworthy.
- Actionable Tip: Properly set up your Business Suite. This includes making sure your pages are fully filled out (contact info, hours, services), your profile and header images are high-resolution, and all your security is set up properly, including two-factor authentication. A fully optimised, secure page allows the algorithm to feel safe sending higher-quality, active users to your pages.
6. Use Ads to Your Advantage—The Smart Way
In 2025, your organic social posting and paid strategies should work together, not separately. Organic reach is a great testing ground.
- Actionable Tip: Use your top-performing organic content (the posts that got the most Shares and Saves) to test different messages and visuals. Once you have a proven winner, put money behind it. This is a core part of creating effective digital marketing campaigns—you minimise your ad spend risk by only paying for proven content.
Measuring Success Beyond the Vanity Metrics
To truly win, you need to stop focusing on low-value vanity metrics like total Likes or Follower Count. Instead, track metrics that align with the algorithm’s goals: meaningful interaction and high session time.
- Saves and Shares: These are your two most important signals. Track the ratio of Shares/Saves to your total reach. A high ratio means you are creating highly valuable, shareable content.
- Watch Time: For video content, look at the Average Watch Time and Retention Rate. If viewers drop off after 2 seconds, the content is failing. Aim to keep at least 50% of viewers for the first half of a short video.
- Comments-to-Reach Ratio: This measures how effective your content is at sparking conversation. A post with 10 comments and 1,000 reach is infinitely better than a post with 10 Likes and 10,000 reach.
Ready to Be Seen?
You’re serious about growing your business. We understand, and as a full-service advertising agency, we’re here to help you stop guessing and start winning.
We don’t just post content; we create data-driven strategies that align with the platform’s incentives. We help you create high-scoring content, optimize your paid strategy, and measure what really matters.
Book a FREE Strategy Session with our team to discuss your goals. We’ll show you how to get noticed, no fluff, just results.