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How Facebook’s algorithm works ?

Facebook is a social media platform that is constantly evolving to be aligned with its users’ behaviour.

October 6, 2020

Facebook is a social media platform that is constantly evolving to be aligned with its users’ behaviour. These developments are the result of changes made by Facebook’s algorithm, formerly known as EdgeRank. Gone are the days when posts were visible by the day and time they were posted. The constant changes to determine when and how a post appears on the newsfeed are a result of Facebook’s unwavering goal to put the right kind of content in front of the right people at the right time. The algorithm was created in 2009 in order to provide personalized content to Facebook users.

However, it’s no longer a secret that Facebook is restricting the organic reach of page posts. The percentage of people who see organic posts varies according to changes in the algorithm. The most recent information on this is from 2019; it indicates that companies can expect an organic reach of approximately 5% of their intended audience.
In fact, it is essential for anyone operating Facebook pages to understand the inner workings of the algorithm, which will choose whether or not to display the posts in their followers’ news feeds.

algorithme-facebook

Source: widigix

How does Facebook’s algorithm work in 2020 ?

To use an analogy that is often made to explain how Facebook’s algorithm works, imagine that you have to order food for a friend.

  • First, you look at the menu to learn about your choices (inventory).
  • Next, you collect all the information at your disposal, such as your friend’s tastes and the type of meal to order (signals).
  • Then you speculate about what would please your friend based on the information and the menu (prediction).
  • Finally, you order (score).

It turns out that the Facebook algorithm works a bit in the same way.

Step 1 – Inventory: The algorithm identifies locations available on the news feeds, including posts from friends and followed pages.

Step 2 – Signals: It analyzes the signals of each post that may be displayed. Although there are many unknown factors working in your favour (or not), there are some known ones on which you can act:

  • Native content, which includes downloaded visuals that come directly from a computer, is prioritized because it is considered exclusive.
  • Videos have an advantage over other types of content, especially if they are live, as they are considered previously unseen.
  • Facebook prefers posts NOT containing links since they do not encourage users to leave the platform.
  • Your post’s text does not explicitly ask followers to like, react or comment. This goes in line with Facebook’s desire to offer authentic content. Likewise, if a post contains words like “free” or “promotion”, it clearly indicates an advertisement and is considered to blend less naturally with organic content.
  • Texts containing news are rated better because they are more likely to engage the audience.
  • Your posting history is taken into account to determine if your efforts are of quality, constant or delivered at timely moments.
  • Your engagement rate is good and shows regularity in your audience interaction.
  • Other signals come into play, such as the type of device you’re using to connect or the time of day.

    Step 3 – Prediction: Determine positive post engagement. Facebook considers comments, replies, reactions and shares to be positive signals that translate into meaningful interaction for users. In fact, the more a post contains these elements, the more Facebook will prioritize its organic reach. Facebook is constantly trying to determine if your audience finds the content useful and informative, and if they would be inclined to react to it.

    Step 4 – Score: Assign a score to each post based on its relevance. From there Facebook determines when to show a post, its position in the feed, and who will ultimately see it.

    ABOUT THE AUTHOR
    Passionné de marketing numérique depuis 2012, Taï Dileuth s’est spécialisé en marketing de référencement payant (Google Ads) afin d’aider les entreprises à développer des produits ou services à forte valeur ajoutée. Aujourd’hui c’est avec le challenge d’accompagner des clients sur Google et Facebook qu’il fait partie de l’équipe Turko Marketing.

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