Understanding the Facebook algorithm

Facebook will remain one of the most important social media platforms for companies, brands and content creators in 2025. However, with the continuous development of the Facebook algorithm, it is becoming increasingly challenging to achieve a high reach and increase interactions.

How does Facebook decide which content is displayed in the newsfeed? Why do some posts see more people than others? And how can you specifically influence Facebook’s algorithm to generate more engagement?

In this article, you will find out how the Facebook algorithm works, which factors are decisive for the visibility of your posts and which strategies will help you to gain more reach and interactions. We also give you six valuable tips on how to make the most of the algorithm for your Facebook strategy.

How does the Facebook algorithm work?

The Facebook algorithm is at the heart of the platform and decides which content is displayed to users in the newsfeed. Instead of displaying posts in chronological order, the algorithm analyzes various signals to select the most relevant posts for each person individually.

Facebook is pursuing a clear goal: users should stay on the platform longer and interact with content. To achieve this, the algorithm evaluates each publication based on numerous factors – including the type of content, previous interactions and the personal interest of the user.

As organic reach has fallen sharply in recent years, companies, creators and brands need to understand the algorithm in order to respond to it in a targeted manner. Which posts are ultimately displayed depends on various factors that Facebook is continuously optimizing.

The most important ranking factors

The Facebook algorithm uses a variety of signals to determine which posts users see in the feed. Content is sorted by relevance to maximize the likelihood that users will interact with it. Essentially, the ranking of posts is based on these three main factors:

1. available contributions

Facebook evaluates all content that is relevant to a particular user. This includes posts from friends, groups, pages and advertisements. The more potential content there is, the more the algorithm has to select which of it gets into the feed.

2. signals for the evaluation of relevance

Facebook analyzes numerous signals to classify the type of a post and determine its relevance for the respective user. These include, among others:

Relationship status of the author: Is it a close friend, a family member or a page with which the user regularly interacts?
Interaction history: How often has the user already interacted with similar content?
Post type: Is it a photo, video, link or text post? Facebook usually prefers visual content, especially videos.
Engagement level: How many likes, comments and shares has the post already received?
Topicality: The newer a post is, the higher the probability that it will be given priority.

3. predictions based on user behavior

Based on a user’s past interactions, Facebook calculates how likely it is that they will interact with a particular post. The algorithm makes individual predictions, e.g:

Will the user like or comment on this post?
Will he watch the video in full?
Is there a chance that the user will share the post with others?

The more likely a positive interaction is, the higher the post is ranked in the feed.

Actions that contribute to the Facebook algorithm

The Facebook algorithm does not evaluate all interactions equally. Rather, it prioritizes meaningful interactions that promote a genuine connection between users. These are referred to as “active actions”, while less interactive signals only play a subordinate role.

1. active actions – decisive for the ranking

These interactions signal to Facebook that a post is particularly relevant and should therefore be actively promoted:

Comments: The more comments a post receives, the higher it is weighted in the feed. It is not only the number of comments that is decisive, but also their quality – long, well thought-out comments are more valuable than short ones.
Reply to comments: When users interact with each other in the comments, Facebook sees this as a sign of a meaningful conversation – this improves the reach enormously.
Shares (sharing posts):
- Posts that are shared publicly or on your own chronicle receive a higher rating.
- Even more important are shares via Messenger, as this is seen as a direct recommendation among friends.
Reactions instead of simple likes:
- Facebook rates reactions (❤️ 😆 😢 😡) higher than simple “likes”.
- The “heart” and “haha” reactions in particular seem to have a particularly strong weighting in the algorithm.

2. passive actions – less influence on the ranking

These factors play a role, but are less decisive:

Dwell time: How long a user views or interacts with a post gives Facebook an indication of whether it is relevant – although this counts less than comments or shares.
Publishing time: Although the posting time influences when a post reaches the most users, its reach remains limited without interactions.
Post format (image, carousel, video):
- Videos are favored by the algorithm, especially if they lead to comments and shares.
- Carousel posts and images perform better than text-only posts.

6 tips for optimal use of the Facebook algorithm

The Facebook algorithm decides which posts users see in their feed – and which ones are lost. To achieve more reach and engagement on Facebook, you need a clear strategy that uses the algorithm to your advantage. Here are six tips to get more reach and interactions on Facebook.

1. create high-quality content

The Facebook algorithm favors content that is relevant, appealing and valuable to users. Quality clearly takes precedence over quantity – because only high-quality posts will achieve organic reach and increase engagement in the long term.

Posts with many reactions, comments and shared content are preferentially displayed in the newsfeed. To encourage this engagement, your content should:

Offer added value – Inform, inspire or entertain your community.
Arouse emotions – posts that touch users are shared more often.
Be authentic & original – Avoid generic content and copy-paste postings.
Encourage people to become active – ask questions or challenge reactions.

2. use visual media – especially video content

Facebook is a visually driven platform – and the algorithm favors images and videos over text-only posts. Video content in particular is strongly prioritized, as it keeps users on the platform for longer and leads to more interactions.

Higher engagement: Posts with images or videos generate significantly more likes, shares and comments than text-only posts.
Better visibility: Facebook’s algorithm favors visually appealing content and displays it more frequently in the newsfeed.
Longer dwell time: Videos keep users on the platform for longer – a positive factor for the Facebook ranking.
Storytelling is becoming easier: visual content conveys emotions and messages faster than long texts.

3. post regularly

The Facebook algorithm favors active, regularly updated pages and rewards them with a higher reach. But beware: posting too often can reduce engagement if the content is not relevant enough.

The algorithm favors active pages – a consistent posting frequency ensures more visibility.
Find your optimal posting frequency – quality is more important than quantity!
Test different times & formats to find out when your target group is most active.
Use planning tools to publish your posts efficiently and strategically.

4. use interactive content

Facebook rewards interactions – the more users interact with your posts, the higher your content will be displayed in the newsfeed. An active community automatically increases your reach because the Facebook algorithm recognizes that your content is relevant to users.

Facebook Live videos for real-time interaction
Facebook quiz & puzzle
Use interactive story posts & stickers

5. try out and test new things

The Facebook algorithm is constantly changing – what works today may be less effective tomorrow. Only those who test and experiment regularly remain visible and can increase their reach in the long term.

Every target group reacts differently: not every content is equally well received by every community.
The algorithm favors new formats: Facebook often pushes new features, e.g. reels or interactive story elements.
Optimization through data: Through regular analysis, you find out which content performs best.

6. place Facebook Ads for more reach

Facebook offers one of the most powerful advertising platforms for increasing targeted reach, interactions and conversions. Facebook Ads are an effective way to ensure your content is seen by the right audience.

Targeting: Thanks to detailed targeting options, you can display your ads exactly to the people who are interested in your topic or product.
Visibility despite algorithm changes: As Facebook increasingly fills the newsfeed with sponsored content, it is more difficult to achieve organic reach. Ads help to overcome this hurdle.
More engagement and conversion: With cleverly placed ads, you can not only gain reach, but also generate targeted sales, leads or registrations.

Maximize your reach and visibility on Facebook with FollowerPilot

The Facebook algorithm poses a major challenge for many companies, creators and brands: without engagement and interactions, the organic reach – and therefore the visibility of your content – decreases. But there is a solution to strategically promote your growth and sustainably increase your success on Facebook.

With FollowerPilot you get the support you need to take your Facebook strategy to the next level. Our services help you to generate more reach, followers and interactions – without the hassle of waiting or random algorithm changes.

More Facebook followers – Grow your community with real and active users.
Higher engagement – Get more Views, likes, comments and shares for better visibility.
More visibility in the newsfeed – Optimize your interactions to be preferred by the Facebook algorithm.
Increasing credibility – A larger community makes your profile more attractive to new followers and potential customers.
Fast results – Save time and increase your reach without lengthy organic strategies.