Improve Performance
Last Updated April 2, 2026
The Facebook algorithm is an automated system of rules the social media network uses to determine what content is shown. Learn how it works and the expert tips that’ll improve your reach.
Like a real-time scoring system, the Facebook algorithm filters and ranks social media content for each individual user.
For marketers, understanding how this system ranks content (and why) can mean the difference between a failed campaign and a viral post.
In this article, we’ll explore how the Facebook algorithm works for paid and organic content and share tips and troubleshooting advice you can use to build more successful Facebook marketing campaigns.
What is the Facebook algorithm?
The Facebook algorithm is the system the social media network uses to identify, rank, and display content in various feeds.
It’s the series of processes and ranking signals that determine how content is distributed across Facebook’s surfaces, including:
- Feed
- Stories
- Reels
- Groups
- Ads
The algorithm even determines the search results and comments you see. Think of it as an always-on system that runs in the background, pinpointing the most relevant results.
While the Facebook algorithm uses specific processes and user data, the general concept isn’t unique. Every social media platform and search engine uses an algorithm to filter and rank content.
How does the Facebook algorithm work?
The Facebook algorithm works by using machine learning to crawl every surface of the platform (such as news feed, ads, and stories) to analyze, score, and rank content most relevant to the user.
This content can be connected content (content from friends or Pages or Facebook groups you follow) or recommended content (content you might be interested in from pages or groups you don’t follow).
Promotional content (Facebook ads) appears across the Facebook ecosystem as well; however, they are displayed using a separate ranking system.
How Facebook ranks content
Facebook uses four steps to find, rank, and distribute content.
1. Identify content sources
Facebook identifies available content from friends and Pages you follow. The kind of content you see depends on which surface you are using.
For example, the Stories feed almost exclusively shows content from Facebook users, creators, and businesses you already follow.
2. Consider content signals
Next, Facebook considers signals that may indicate engagement.
Signals may include:
- Which account published the content?
- How recently was the content published?
- How popular is the content (e.g., how much engagement did it already generate)?
3. Predict engagement
Facebook predicts how individual users will respond to each piece of content. These predictions depend on each user’s unique data.
4. Develop relevance scores
Finally, Facebook compiles all these signals and predictions to estimate how relevant the content is to an individual user. The algorithm ranks content based on this score.
“The Facebook algorithm’s goal is to ensure everyone sees posts from the people they find valuable,” says Simon Bacher, CEO and co-founder of Ling App.
“The platform gives a relevance score, wherein a high content score means a higher feed placement.”
How to improve your reach on Facebook: 6 tips
Content and campaigns that work with the Facebook algorithm are more likely to generate higher reach, engagement, and conversions.
Here are our experts’ top 6 tips:
- Produce original high-quality content
- Experiment with a variety of content formats
- Use in-app content creation tools
- Create content your audience cares about
- Generate meaningful interactions
- Encourage followers to favorite your page
1. Produce original high-quality content
No matter what types of content you publish, Facebook prioritizes originality. To give your content the best chance at maximum distribution, aim to publish original, high-quality content every time.
What does original content mean exactly? Facebook defines original content as copy, images, and videos your team had a hand in producing.
That could include:
- Interviews with your team members
- A photoshoot featuring your products
- Customer stories featuring original videos or user-generated content (UGC)
- Updated content from past months or years
Facebook has also stated that pages that regularly repost memes, images, and videos from third-party sources may get flagged for limited originality. Over time, these flags can reduce your page’s distribution.
2. Experiment with a variety of content formats
Facebook users don’t want to see the same types of posts repeatedly. That’s why some user’s feeds prioritize delivering a variety of text, image, and video content.
To keep your audience engaged and give your content a better chance of a high score, experiment with new formats. For example, if you usually post images, test Facebook Reels or even a live video.
“We incorporate language events, gamification elements, QR codes, animation, avatars, and infographics to remain competitive,” says Bacher.
By testing new formats, you create new opportunities for Facebook users to discover your content — and stop the scroll.
3. Use in-app content creation tools
To create quality content for Facebook, you may need third-party editing apps.
While there’s no rule against using external tools, you shouldn’t let them replace native content creation tools.
For example, you can access templates and add interactive stickers when you publish reels and stories natively.
Since the algorithm factors in how users engage with stickers, using them may improve your organic reach.
4. Create content your audience cares about
The most efficient way to reach social media management goals is to publish content that aligns with your target audience’s interests, challenges, and goals.
What does your audience care about? The easiest way to find the topics and content types they prefer is to check your page’s Facebook insights.
With Facebook’s reach and engagement reports, you can see the post type and format that performed best.
You can also dive into metrics for individual posts, reels, and stories for more nuanced insights.
5. Generate meaningful interactions
Content that gets likes and reactions can certainly rank higher and get wider distribution. But Facebook typically prioritizes content that gets what the social network calls meaningful interactions.
Meaningful interactions are more in-depth conversations or comment threads. In other words, create content that’s likely to spark a conversation and get your audience talking.
Focus on genuine questions and conversation starters. Avoid engagement bait that prompts followers to respond in a specific way or navigate to another website.
The social network often deprioritizes content with external links and prioritizes content that encourages users to interact with the app longer.
6. Encourage followers to favorite your page
The Facebook algorithm uses ranking factors like past behavior and content popularity to predict whether users will engage with a post.
But users can also take manual actions to direct the algorithm.
To increase the chance that followers will see your business page’s content, encourage them to favorite your page. Then they’ll see your organic content near the top of their feed.
The more often they see it, the more likely they are to engage — which can boost your content popularity signals.
Troubleshooting tips for the Facebook algorithm
Some marketers blame Facebook algorithm issues for low reach or limited conversions.
To improve your social media ROI, maximize the time active users spend in the app through engaging content.
If your content isn’t creating the most optimal user experience, these troubleshooting tips may help.
Avoid clickbait or misinformation
Publishing misleading content (i.e., clickbait) or misinformation (i.e., fake news) to your business page can cause Facebook to deprioritize your content.
Over time, that can lead to dramatically lower reach and engagement.
Including misinformation or misleading content in ads can lead to worse outcomes. Facebook often flags ads for misinformation (including health claims), which can delay your ad campaigns.
After repeated issues, Facebook may even suspend your ad account.
Don’t repost “borrowed” content
Reposting memes or repeating stale content you published weeks ago may seem like an easy way to post more content quickly. However, publishing content with limited originality can get your page flagged.
If reposting content is part of your Facebook marketing strategy, start thinking about ways your team can create more original content. You can also use these reposting tactics, which won’t harm your reach:
- Cross-post a video from a partner page
- Post Instagram content directly to Facebook
- Share a follower’s post or story about your brand directly to your brand’s stories
Know which keywords not to use
There’s no definitive list of words that hurt your reach. But these guidelines can help you avoid posting content that Facebook deprioritizes:
- For organic content guidelines, review the Facebook Community Standards
- For paid content guidelines, review the Facebook Advertising Standards
Don’t directly ask for engagement
Facebook refers to organic content that requests a specific type of interaction as engagement bait. Avoid directly asking users to like, comment, or share a post, reel, or story.
Facebook views these prompts as attempts to increase engagement in an artificial way. The social network often deprioritizes this content since it typically creates poor user experiences.
Stay on top of Facebook algorithm changes
The AI-driven ranking signals and prediction formulas that Facebook uses today aren’t necessarily the same ones that the social network will use next month or year.
To maximize your social media and advertising ROI, monitor Facebook algorithm updates and your own Facebook page insights.
Notable algorithm updates
Lately, Facebook has leaned into more AI-driven updates, including:
- Videos are officially being unified under “Reels”: Meta announced that all new videos on Facebook will be classified as Reels, which impacts reach strategies for every video format.
- Users get more control over video recommendations: In late 2025 updates, Facebook added ways for users to actively influence what videos they see (e.g., “Not Interested” feedback and prioritizing newer Reels).
- AI interactions feed into recommendations: In December 2025, Meta began using interactions with Meta AI as a signal to personalize what content and ads users see.
- Spam and unoriginal content crackdown: Meta has explicitly targeted spammy accounts, fake engagement, and unoriginal content, demoting these in distribution and, in some cases, restricting monetization.
- Content recommendations: Facebook integrated its AI technology to refine content suggestions, the goal being to deliver more personalized and relevant content to users.
- Emphasis on authenticity and transparency: In 2024, Facebook updated its algorithm to prioritize content that fosters authentic connections and conversations.
The takeaway
Creating content and campaigns that work with the Facebook algorithm is key to increasing social media ROI.
But for small business and enterprise users alike, beating the algorithm is often easier said than done.
Our seasoned social media marketing team is here to help. Book a free consultation to learn more about our social media services.
This article has been updated and was originally published in January 2024.
