Facebook algorithm changes frequently make brands jump through hoops to ensure their content is visible.
With more than 1.5 billion users logging into the platform daily, it should be obvious that Facebook is still the most powerful social media platform. However, new policies and recent updates to the Facebook algorithm have left some users with a bad taste. This is certainly true for marketers or those who manage business pages.
At the same time, many businesses have shifted their attention to other platforms like Pinterest and Twitter. Even in the midst of this shift, Facebook continues to dominate the market. We should also keep in mind that this platform owns Instagram. Moreover, many businesses continue to achieve results on Facebook and make immense progress despite the changes.
But what has changed exactly, and how can startups survive the more recent Facebook algorithm changes?
Myth vs Truth: What Really Matters for the Facebook Algorithm?
Believe it or not, memes have led even experienced marketers to misunderstand Facebook’s algorithm changes. While changes have occurred, they haven’t made the platform less powerful or relevant.
For instance, a viral meme falsely claimed that Facebook limits your news feed to just twenty-five people. Facebook has debunked this, assuring users they prioritize showing content that matters most. The key takeaway is that startups need to understand what truly impacts the algorithm.
Facebook values personal relationships and meaningful interactions, emphasizing consistency, value, and authenticity in content. Interestingly, the algorithm also tracks conversations and links shared on Messenger.
Exploring the 2024 Facebook Algorithm Updates
In 2024, Facebook’s AI-driven algorithm focuses on four steps: inventory, signals, predictions, and relevance. It prioritizes meaningful interactions and posts that spark genuine conversations. Content with low engagement may see reduced reach, making it crucial to create resonant content. Influenced by content type, user interactions, and time spent, the relevance score plays a key role in a post’s visibility.
The Role of AI in Facebook’s Content Ranking
The algorithm uses AI to predict how long users will spend on each post based on past interactions and post characteristics. This helps Facebook personalize feeds, prioritizing the most relevant content. To succeed, businesses must focus on high-quality, native content that drives meaningful interactions. Embracing live video, consistency, and authentic conversations is essential for navigating Facebook’s 2024 content ranking system.
Next, we’ll explore how startups can adapt to these Facebook algorithm changes for growth.
1. Staying Focused on Likes, Comments, and Shares
Interactions on Facebook include leaving comments and liking updates or photos. Your page also benefits when you share updates that your friends engage with, but avoid directly asking for likes, comments, or shares, as this goes against the algorithm.
The algorithm now values the length of comments, favoring content with many long-form responses. Additionally, Facebook prioritizes video content, rewarding pages with higher rankings if
users watch videos for longer periods. Focusing on longer, engaging videos helps Facebook deliver better advertising opportunities and improves your page’s visibility in followers’ news feeds.
2. Knowing the Importance of Replying to Comments
While most marketers know that comments are a sign of authority, the Facebook algorithm is also programmed to monitor the response to these comments. For this reason, the more meaningful the comments on your updates are, the higher the Facebook algorithm will post your content on peoples’ news feeds. In this sense, the posts should be purposeful so that people engage in conversation.
Now, that’s not to say many comments will guarantee you exposure. After all, “engagement bait” is frowned upon and is only likely to reduce the amount of exposure for each piece of content. For instance, posting a photograph with a caption like “comment if you like this photo” will do no good for the page.
3. Producing Native Content and Local Updates
Facebook still prefers native content that keeps users engaged on the platform instead of being redirected to YouTube, Twitter, or website URLs. With this in mind, try to re-purpose content for Facebook posts rather than post links to your latest articles on LinkedIn or Medium.
Similarly, you should know that the Facebook algorithm gives more weight to local news, and global or generic news is much less likely to find its way into the news feed. To get around this, you can simply use Facebook ads to target different audience segments according to how relevant the news is to them.
4. Sharing Value and Remaining Consistent
Since the recent data scandal, Facebook has increasingly focused on transparency and authenticity. While posting the odd promotional piece of content here is fine, it’s best to share content with no alternative motive. In other words, the best content is designed to offer value without expecting anything in return.
On the other hand, consistency is highly valued in the Facebook algorithm, and daily updates can bolster the authority of a page on any given topic. That is not to say you should post multiple times a day just for the sake of it but rather to highlight the importance of remaining consistent with the message you want to portray.
5. Getting Started with Live Video
For many people, live video can seem quite daunting, but statistics show that live streaming receives six times as much interaction as any non-live video content. That being said, Facebook Live also gains more regular traction from users and creates a sense of “FOMO” (Fear of missing out), while the raw nature of the live video is something that can also build both brand personality and authenticity.
6. Creating Authentic Conversations and Meaningful Interactions
Facebook now prefers meaningful interactions, and this is especially true for business pages. In other words, it’s best to avoid sounding too sales-like and focus on generating interest through conversation rather than promotional material. With this in mind, Facebook wants both individuals and pages to create content that inspires people to take action and engage in discussions in the comments section.
Moral of the story: Keep on
producing quality content that users will find relevant and meaningful.
Final Thoughts
The Facebook algorithm prioritizes meaningful conversations, focusing on creating engaging spaces for audience interaction rather than just promoting a brand. While some startups have moved away from Facebook, skilled marketers can still navigate the algorithm effectively to achieve strong results.
If you’re not investing in Facebook Ads, you’re missing out—Facebook is now the second-largest advertising platform after Google Ads. The sooner you leverage Facebook’s algorithm and advertising tools, the faster you’ll optimize for better results and reduce your marketing costs. Treating Facebook as a key part of your business strategy is essential for success.
