Facebook serves content to 3 billion+ users by predicting what each person wants to see.

It does this with the help of a powerful algorithm that aligns users with content. Whether you love or hate the algorithm, if you use Facebook for marketing, you need to work with it to succeed.

This guide breaks down how the Facebook algorithm works in 2025 and what it prioritizes (like meaningful interactions and videos). Of course, only Facebook knows the intricacies of the algorithm, and this is post is based on our best estimates.

You'll learn actionable strategies to increase your visibility, pitfalls to avoid, and how Facebook tools like Brandwatch Social Media Management can revolutionize your workflows.

How the Facebook algorithm works in 2025

Facebook’s algorithm uses artificial intelligence (AI) and a trove of data to tailor each user’s Feed.

Every time someone opens Facebook, the algorithm sorts through thousands of potential posts to show a personalized mix. Gone are the days when you’d simply see a timeline of posts presented in the order they were published.

The algorithm evaluates content and ads with four main factors in mind:

  • Who posted it (and how they relate to the user)
  • What type of content it is
  • How people are engaging with it

How new it isIn simple terms, the posts that rank higher in your Feed:

  • Are from sources you often interact with (friends, favorite Pages or Groups)
  • Are in formats you prefer (video vs. text)
  • Have already attracted engagement
  • Are fresh

Now, Facebook is always fine-tuning its algorithm, which can hugely benefit brands. Even in 2025, a small tweak saw news sites receive a significant increase in referral traffic from the platform.

Sometimes an algorithm change benefits brands, and sometimes it doesn’t. The key is to watch Facebook closely so you’re ready when change happens.

Why meaningful interactions matter

One of the biggest themes in Facebook’s algorithm is meaningful social interactions. Back in 2018, Facebook announced it would prioritize content that brings people together in discussions.

The algorithm continues to value posts that get people talking to each other through comments and sharing rather than passive scrolling. A lively conversation in the comments or a post that friends share with each other sends a strong signal that the content is meaningful.

For marketers, you should aim to create posts inviting discussion or encouraging users to share with their friends.

The aim is to inspire authentic back-and-forth. Every comment, reply, or share your post earns is essentially fuel for the algorithm to boost that post to more people.

Bear in mind the fact that who engages is important, too. Facebook looks at a user’s relationships when deciding what to show. Content from people you know and Pages or Groups you follow will get an advantage, especially if you’ve engaged with them in the past.

The algorithm loves video content and Reels

Facebook launched Reels globally in 2022. They are also available on Instagram, making them a powerful marketing option for brands.

The algorithm gives Reels a prime push. Reels under 90 seconds can appear in multiple places (the main Feed, the dedicated Reels section, the Watch tab, and even in suggested content slots). This is a big win for marketers as it amplifies reach. 

Short videos tend to capture attention and keep users on the platform, so Facebook is naturally keen to promote them.

However, originality is crucial. Meta – Facebook’s parent company – has made it clear that original videos you create will get wider distribution than recycled clips or blatant reposts.

Beyond Reels, live streams can generate tons of engagement (comments and reactions in real-time), which the algorithm loves. Facebook Stories (short photo/video posts) also contribute to engagement and can indirectly boost your visibility.

However, short-form video remains king for reach.

6 strategies to improve your Facebook visibility

Understanding the algorithm’s preferences is half the battle – next comes acting on that knowledge. Engagement and videos really are top of Facebook’s priority list.

Here are six key strategies to work with the Facebook algorithm and give your content the best chance to shine:

1. Post consistently (but don’t spam)

Brands need to maintain a steady posting rhythm to keep on the right side of the algorithm.

Facebook values users who, well, use the platform. Regular posting keeps your audience engaged and signals to the algorithm that your Page is active.

Even Facebook’s Head of Feed, Tom Alison, encourages creators to increase their post rate, saying, “posting more can help you break through.”

Consistency breeds familiarity. You don’t need to post every single day; just set a realistic schedule and stick to it.

A tool like Publish from Brandwatch can help schedule your Facebook posts in advance so you don't need to be online constantly.

2. Post at the right time

When is the best time to post on Facebook? That depends on the day and your followers, but general guidance is that weekdays from early mornings into the mid-afternoon are a good bet.

People scroll through Facebook throughout the day – while commuting, on lunch breaks, and before going to sleep. Keep your audience and your previous performance data in mind.

3. Ensure your content is high quality

This is a no-brainer. Whether posting a video or simply a status update, brands need to give users quality to attract the algorithm. Spelling errors and glitchy videos aren’t good enough.

For example, the algorithm spots when there’s no longevity in viewing time for a video because the first three seconds put people off. If you produce low-quality content, expect low-quality results.

Your content also needs to be relevant to your audience. Use Brandwatch Social Media Management to create and execute your strategy – and give your audience high-quality content they’ll actually like.

4. Encourage authentic engagement

The Facebook algorithm works best for brands when there’s a significant level of authentic audience engagement. Simple likes and the occasional share of a post won’t cut it.

If you want to expand your reach, the algorithm needs to know that people want to see what you say. 

So, find ways to spark engagement organically. Invite your audience to participate in the conversation, perhaps with open-ended questions or by prompting people to share their opinions or experiences.

Instead of gimmicky prompts, ask things that you honestly care to hear answers to and that your followers will have thoughts about. You should know what they like and dislike if you’ve conducted some research first.

Then, when people do comment, respond back! Treat engagement like a two-way conversation, not a one-and-done transaction. You'll naturally boost your content's performance by fostering a community vibe on your Page.

5. Go big on videos and Reels

The Facebook algorithm is smart enough to assess video content and track engagement rates. Facebook champions videos and Reels, so you need to go big here if your profile is to expand.

Try posting short, snappy videos (15–90 seconds) that align with your brand – it could be quick tips, behind-the-scenes glimpses, product demos, or entertaining skits.

Beyond Reels, consider longer videos or going Live when appropriate. Live videos, in particular, can generate tons of real-time comments and reactions.

Remember to optimize Reels and other videos for Facebook’s platform. Upload videos directly to Facebook or via Brandwatch Publish, rather than sharing YouTube links. Use the vertical 9:16 format for Reel, and keep videos under three minutes for optimal completion rates.

6. Adapt to your audience

Think of the Facebook feed algorithm as essentially modeling your audience’s behavior. If you know how your audience behaves, you can predict what the algorithm likes.

So, dive into your Facebook page insights on a social media analytics tool like Brandwatch to see what’s clicking with your followers and what’s falling flat.

Look at metrics like reach, engagement rate, click-throughs, and comments for each post. Do you notice certain topics or content formats consistently performing better? That’s a clue to do more of those.

You can also use social listening tools to understand what your target audience is talking about online. Trending conversations or frequently asked questions in your industry can provide material for new content that’s likely to resonate.

Essentially, let data guide your strategy. Treat each post as an experiment and learn from the results.

Facebook algorithm pitfalls to avoid

Not everyone cracks the Facebook algorithm. You can align your brand with your audience and publish what you think is the right content, only to see it flop.

However, failing to exploit the algorithm usually comes down to a few simple mistakes. Here’s what to avoid when setting out your strategy.

Engagement baiting

Facebook notices when brands beg for engagement. If you explicitly beg for likes, shares, or comments (“Like this if you agree!”, “Tag a friend for a chance to win!”), then Facebook considers this spammy behavior as not providing real value.

The same goes for clickbait. Sensational headlines or teaser text (like “You won’t BELIEVE what happened next!”) tricks people into clicking a link. The algorithm doesn’t like it.

In fact, while these tactics might yield a temporary bump in engagement, Facebook’s systems flag them and will reduce your overall visibility over time. It’s simply not worth it.

No one likes spam, and Facebook really dislikes low-quality links. If you frequently link to a low-quality website – such as ones that load with ads, misinformation, or have a poor user experience – then it can trigger a red flag.

This doesn’t mean you should never share links – just do so judiciously and ensure they’re to reputable, relevant content.

False or misleading content

You shouldn’t publish false or misleading content. It can severely damage your brand’s reputation and get you flagged by Facebook’s algorithm. Fake news creates distrust in your audience and leads to lower engagement.

Honesty and transparency foster trust with your followers, ultimately leading to more genuine engagement (something no algorithm update can ever take away).

Time to align your strategy with the algorithm

While there’s no magic formula to beat the Facebook algorithm, following the strategies outlined here will put you in a strong position to work with it.

Stay informed on Facebook’s updates, watch your analytics closely, and keep your audience’s experience at the heart of your content.

Brandwatch Social Media Management is a great place to plan and deploy your Facebook strategy.

Facebook’s algorithm may change, but people will always gravitate toward great content. The algorithm rewards content that users find meaningful and engaging.

Create that kind of content, and you’ll be well on your way to Facebook success in 2025 and beyond.