What is Facebook’s algorithm in 2022 and how does it work?, In late 2019, the average Facebook algorithm’s reach for Facebook posts was down 2.2%, which means that brands can reasonably expect their posts to be seen by about 5.5% of their Page’s followers. Large brands with large numbers of followers can expect lower averages.
What is the Facebook algorithm?
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It’s true that Facebook’s algorithm isn’t the only factor that influences reach – there are other factors at play such as Facebook’s continued growth – but it is certainly one of the most important. If you need a quick refresher, Facebook’s algorithm determines which posts users see and in what order each time they check their news feed.
Since 2018, the algorithm has been developing at a rapid pace as Facebook strives to make the time people spend more valuable and meaningful.
But in 2020, Facebook’s focus is on making its platform more transparent to users and giving people more direct control over what they see. For example, Facebook has conducted multiple surveys to collect data and opinions directly from users.
So what does that mean for brands who don’t want to spend dollars to turn every post into a Facebook ad?
What is Facebook’s algorithm in 2022 and how does it work?
1. Start conversations that get people talking to each other
According to Facebook, one of the algorithm’s main ranking signals is whether a user has previously interacted with your page. And while no one will interact with your Brand Page the way they would on their friends’ Pages, these likes and shares go a long way toward increasing your reach for future posts.
2. Post when your audience is online
Recovery is another important ranking signal when the algorithm chooses which posts to show to people. The latest is the best.
So when is your target audience online?
B2B brand publications perform best on Tuesdays, Wednesdays, and Thursdays between 9 a.m. and 2 p.m.
B2C brand flyers work best at noon on Monday, Tuesday and Wednesday
3. Never post content that will drive you down
Some of the content categories that Facebook has explained will rank your page instantly.
• Links to sites using copied or plagiarized content without added value
• Border content (any content that is offensive but not prohibited)
• False information and fake news
• Misleading health information or dangerous “treatments”
4. Post high quality videos longer than 3 minutes
The algorithm amplifies the effect of these three ranking factors:
• Engagement and Purpose: videos that people are searching for and returning to;
• Video length and watch time: Videos longer than 3 minutes that users watch after the minute mark;
• Originality: Videos from other sources that are not intended for any other purpose and have great added value.
5. Post frequently and consistently
According to Facebook, pages that post frequently are more likely to be meaningful to their audience. Therefore, posting frequency is a ranking signal that can affect the ranking level of your posts in the News Feed.
We’ve said it before and we’ll say it again: A social media content calendar goes a long way toward achieving the kind of consistent quality that will keep your audience engaged and alert.
6. Make use of Facebook groups that are meaningful to your audience
Facebook is in turn promoting the feature with a redesigned Groups tab that shows the new activity. Also, by helping people discover new communities through the Suggested Groups sidebar (as well as other high-definition spots on the platform like the Games and Marketplace tabs).
By revamping the “F5” design that divides the important Facebook screen area into groups and the algorithm that prioritizes group content, brands should plan to take advantage of the benefits.
7. Support your organic earnings with paid ads
While your brand’s organic content can deepen your interaction with your target audience, Facebook ads remain the best way to expand your brand awareness to the 2.4 billion potential customers who use Facebook.
When tracking your high-performing content, be sure to take advantage of the ability to convert it into a low-cost-per-click (aka cheap) ad for your brand’s voice. With Hootsuite Ads, you can create, test, and analyze the value of your conversion funnel ads.
8. Let your followers know how to prioritize your content in their News Feed
As Facebook moves toward increasing transparency about how the News Feed ranks content, your audience has more control than ever over what they see.
Let people know that when they follow or like your page, they can check your “see first” preference to let the algorithm know that your posts are important to them.
9. Empower your employees to advocate for you
Declining access to organic products has led seasoned marketers to turn to tried-and-true methods like word-of-mouth. This is certainly the premise behind influencer marketing, but another, perhaps more realistic, way to spread the word is to reach out to your brand’s employees.
Facebook’s algorithm in 2022