The social media behemoth that is Facebook has an undeniable presence on the internet. It’s 2.5 billion active monthly users are a testament to its influence on the web. From consumers like you, to business owners and advertisers, knowing how to leverage the Facebook platform is key to creating a successful social media campaign. And to do that, we need to take a closer look at how Facebook’s algorithm works.
What is the Facebook algorithm and how does it work?
Facebook operates on a program, or algorithm, that determines the posts that are presented to your feed. The algorithm is designed to deliver ads and content that is most relevant to you and your network of friends, mutual friends, your personal interests, demographics, and other similar metrics.
To normal users, this algorithm lies in the background of our day to day interactions on Facebook. However, for business owners, advertisers and marketers, the algorithm is an important factor to keep track of, as it determines how to appropriately devise a strategy to effectively create ads and content that will reach the audience, while also maximizing return of investment (ROI).
Facebook algorithm in 2020
As its user base continues to grow, the algorithm is also continually evolving and updated by Facebook.
In 2020, the algorithm evaluates the interactions of each user with the posts on their feed, and ranks them based on how likely they are to enjoy them. This ranking signal is determined by a wide variety of factors, but the three major categories of ranking signals include: who the users interact with, the type of media they interact with (photos, videos, etc), and the overall popularity of the post they are interacting with.
Facebook has stated that the 2020 algorithm has been designed to give users control of these ranking signals and provide a way to give feedback on ways to improve the posts that are delivered to their feed. So, for example, if you see content on your feed that you don’t like, you now have the option to reduce the frequency of similar posts from showing up on your feed. This can be from a specific person, organization, business, etc.
Tips for working with the new Facebook Algorithm
With all we prefaced above, how can business owners and marketers make the algorithm work for them? Here are some of our tips:
Post when your audience is online
Another component of the ranking signal is the recency in which a post was published. Recent posts will be delivered much higher than older posts. Therefore, you should look into when your audience is most active on Facebook, and set the publishing times accordingly.
Publish on a consistent schedule
Facebook has stated that the frequency of posts is also another ranking signal for the algorithm. Keeping a consistent publishing schedule will increase the chance that your posts land higher in the newsfeed.
Avoid publishing content that can be downvoted
As we prefaced above, users now have more control over the content in their newsfeed. This should be obvious, but it really is important to avoid posting content that can be downvoted. This includes content that is controversial, misinformation, unverified news, offensive, and others that are similar in nature. Keep in mind the demographic of your audience, as what they deem inappropriate can differ based on their background and cultures.
On a closing note, these are just some tips and essential key points to take away regarding the Facebook algorithm in 2020. Facebook will likely continue to update the algorithm in the foreseeable future to adapt with its growing user base.
We understand that it can be difficult to stay up to date with these technical components of Facebook. Therefore, we suggest letting our team here at Island Media Management handle that for you. Our team of creatives are experts in their fields and have experience working with a variety of different businesses and industries.
Let us help grow your business. Consult with us today!