Facebook continues to be a central pillar of the social media landscape, playing a significant role in connecting with others, discovering information, and sharing content. With over two billion monthly active users, Facebook remains a top platform for individuals and businesses, making it a valuable space for engagement, promotion, and networking.
But here’s the thing: not everyone fully understands how the platform works behind the scenes. Facebook’s algorithm is complex, constantly evolving, and influenced by user behaviour and advanced technologies like machine learning and AI. If you’re looking to boost your presence on the platform—whether you’re a marketer, business owner, or content creator—understanding the intricacies of the Facebook algorithm in 2024 is key to getting the most out of the platform.
This comprehensive guide will give you a detailed look at how the Facebook algorithm functions, prioritizes content, and, most importantly, how you can work with it to ensure your posts reach the right audience.
What Is the Facebook Algorithm?
The Facebook algorithm is a system of rules, machine learning techniques, and AI-driven processes that determine which content appears on your Facebook Feed. In simpler terms, it decides what you see when you log into Facebook. It considers factors like how you’ve interacted with posts in the past, what type of content you typically engage with (videos, links, photos, etc.), and when the posts were published.
The algorithm’s goal is to provide users with a highly personalized and engaging experience by showing them content that is most relevant to them. This personalized approach is what makes each user’s feed unique. No two people will see the exact same content, even if they follow the same friends or pages. The algorithm continuously learns from your behavior to deliver a more tailored experience each time you log in.
For businesses and marketers, understanding how the algorithm works can drastically improve their ability to reach their target audience and increase engagement with their content.
The Evolution of Facebook’s Algorithm in 2024
The Facebook algorithm has undergone numerous updates since its inception, and 2024 brings even more advanced features. Thanks to the integration of AI and machine learning, the algorithm is now more sophisticated than ever, constantly adapting to changes in user behaviour and preferences.
The algorithm operates through four processes: inventory, signals, predictions, and relevance. Let’s break down each of these steps:
1. Inventory: Collecting Available Content
The first step in the process is called “inventory.” This is where the algorithm scans all the potential content on your feed. It pulls from several sources:
- Posts from your friends.
- Posts from pages you follow.
- Updates from Facebook groups you’re a part of.
However, not everything makes the cut. Facebook has strict Community Standards in place to ensure that harmful or inappropriate content isn’t shown to users. Content that violates these standards—such as posts promoting violence, hate speech, or false information—is immediately excluded from your feed. This filtering process ensures that what you see is not only relevant but also safe and appropriate.
2. Signals: Evaluating Relevance
Once the algorithm gathers potential content, it evaluates a series of “signals” to determine which posts will most likely engage you. These signals are the factors that influence how posts are ranked on your feed. The stronger the signals, the more likely the post appears high up in your feed.
Key signals include:
- Post Timing: Recent posts are typically given higher priority over older content. Timing is crucial because the algorithm wants to show you fresh content.
- Who Posted It: Posts from people or pages you interact with frequently are more likely to appear higher in your feed.
- Engagement Levels: Posts with lots of likes, comments, and shares tend to perform better because the algorithm assumes they’re more engaging.
- Content-Type: Facebook prioritizes different types of content (e.g., videos, photos, links) based on your past interactions. For example, if you frequently engage with videos, the algorithm will show you more video content.
- Other User Interactions: If you’ve liked or commented on similar posts in the past, the algorithm will weigh that when determining what to show you next.
By considering these signals, Facebook’s algorithm can determine how relevant each post is to your interests, giving higher priority to content it predicts you’ll find engaging.
3. Predictions: Anticipating Your Behavior
The predictions stage is where Facebook’s AI shines. Based on your past behaviour—what you’ve liked, commented on, or shared—the algorithm makes educated guesses about how you’ll likely interact with new content. These predictions aren’t random; they are informed by complex machine learning models that constantly evolve based on your activity.
For example, suppose you’ve historically engaged with posts from a particular Facebook Group. In that case, the algorithm will predict that you will likely do the same in the future, showing you more posts from that group. Similarly, the algorithm will prioritize longer videos in your feed if you’ve watched long videos to completion.
In 2024, this predictive model is particularly crucial for Facebook Reels, a rapidly growing short-form video format. The Reels algorithm uses the same principles but with added emphasis on completion rates and user engagement metrics such as likes, comments, and shares. If a Reel is frequently watched from start to finish, it will likely be recommended to other users.
4. Relevance: Assigning Scores to Content
After gathering content, evaluating signals, and making predictions, the algorithm assigns a relevance score to each post. Posts with higher relevance scores are likelier to appear at the top of your feed. These scores are based on how closely the post aligns with your past behaviour and interests.
Notably, the algorithm avoids showing similar types of content back-to-back to maintain variety in your feed. For example, you won’t see several video posts in a row, even if you engage heavily with videos. This helps to keep your experience fresh and engaging.
How Facebook Reels Fit into the Algorithm in 2024
One of the most significant changes in 2024 is the growing importance of Facebook Reels. Facebook has recognized the popularity of short-form video content, and Reels are now a major focus for the platform. To succeed with Reels, it’s essential to understand how the algorithm ranks and promotes this content type.
Here’s what the Facebook Reels algorithm looks for:
- User Engagement: Reels that generate high levels of engagement (likes, comments, shares) are more likely to be pushed to a broader audience.
- Completion Rate: If users watch a Reel from start to finish, it signals to the algorithm that the content is engaging, increasing the likelihood of being recommended to others.
- Originality: Facebook promotes fresh and unique content. If your Reels recycle existing content or use overused themes, they may not perform as well.
- Trending Elements: Utilizing popular audio clips, effects, and topics can boost the visibility of your Reels.
- Adherence to Community Guidelines: Content that violates Facebook’s Community Standards will not be promoted. Ensure your Reels comply with these rules to maximize their reach.
By focusing on these factors, creators and marketers can ensure their Reels perform well and are favoured by the algorithm.
How Facebook’s Recommendation System Works
Facebook’s recommendation system is unique because it tailors its suggestions to each user individually. No two users will see the same set of recommended content, even if they have similar interests. The system uses signals and predictions to create a personalized experience.
This presents a valuable opportunity for brands and content creators to engage new audiences without relying on paid advertising. However, the key to being recommended by Facebook’s algorithm is to focus on content that resonates with your audience and adheres to Facebook’s guidelines.
To increase your chances of being recommended:
- Create content that sparks engagement, such as posts that encourage likes, shares, and comments.
- Avoid using clickbait or engagement bait (e.g., “Like this post if you agree!”) as these tactics are penalized by the algorithm.
- Experiment with different types of content—such as Reels, live videos, and stories—to see what works best for your audience.
- Ensure your content is original, high-quality, and relevant to your target demographic.
Tips for Working with the Facebook Algorithm in 2024
To succeed on Facebook, you need a strategic approach that takes into account how the algorithm works. Here are some actionable tips to help you get the most out of the platform:
1. Create Relevant Content for Your Audience
Your content needs to speak to your audience’s interests and values. The more relevant your posts are, the more likely users are to engage with them, which in turn signals to Facebook’s algorithm that your content should be shown to more people.
Pro tip: Use Facebook Insights to track how your posts are performing. By analyzing these metrics, you can identify what types of content resonate most with your audience and fine-tune your strategy accordingly.
2. Post at Optimal Times
Knowing when your audience is most active can make a big difference in how well your posts perform. Research suggests that the best times to post on Facebook are:
- Monday: 9 AM and 3-4 PM
- Tuesday: 9 AM and 1 PM
- Wednesday: 9-10 AM and 1-4 PM
- Thursday: 10 AM and 1-3 PM
- Friday: 9 AM and 1-3 PM
- Saturday & Sunday: 12-1 PM
While these times are a good starting point, always monitor your own audience’s behavior to determine what works best for your specific demographic.
3. Avoid Clickbait and Engagement Bait
Facebook has cracked down on content that uses clickbait and engagement bait. These are tactics designed to artificially inflate engagement but don’t provide real value to users. Instead of trying to game the system, focus on creating content that genuinely encourages interaction and adds value to your audience.
4. Experiment with Different Content Formats
Diversifying your content can help you discover what types resonate best with your audience. Try mixing in different formats like:
- Videos (including Reels)
- Images
- Text-based posts
- Live streams
- Polls and questions
Each format offers a unique way to engage your audience, and experimenting can yield insights into what drives the most engagement.
5. Leverage User-Generated Content (UGC)
Encourage your followers to share their own content related to your brand or product. UGC is not only a great way to build community, but it also signals to Facebook’s algorithm that your page is interactive and engaging.
Pro tip: Always ask for permission before reposting UGC, and when you do, tag the original poster to further boost engagement.
6. Boost High-Performing Posts
If you notice a post is performing well organically, consider boosting it with ad dollars to extend its reach. Posts that already have high engagement are more likely to benefit from paid promotion, often leading to a lower cost-per-click (CPC) and higher overall impact.
On the flip side, avoid spending money to promote posts that didn’t perform well organically. This can lead to wasted advertising budget with little return.
Conclusion: Make the Algorithm Work for You
In 2024, understanding how Facebook’s algorithm works is essential for anyone looking to maximize their presence on the platform. From creating engaging content to posting at the right times and leveraging Facebook Reels, there are plenty of ways to optimize your strategy.
By focusing on relevance, interaction, and quality, you can ensure that your content gets the visibility and engagement it deserves. Stay flexible, experiment with different content types, and above all, focus on creating value for your audience. When you do, the Facebook algorithm will reward you with greater reach, more engagement, and a stronger presence on the platform.
By Jason Armstrong
