How the Facebook Algorithm Really Works (and What Brands Should Do About It)
If you’re posting on Facebook and crossing your fingers for reach, you’re doing it the hard way. The algorithm today is nothing like the old chronological feed where the newest post popped up first. Now Facebook goes through a set of steps to figure out what content matters most to each person, and then shows it in their Feed.
Understanding this can make the difference between a post that gets seen and one that gets buried.
Facebook’s Four‑Step Decision Process
Every time someone opens Facebook, the system evaluates a pool of possible posts that could show up in their Feed. Think of it as a giant sorting hat trying to guess what someone wants to see most.
Here’s how it decides:
1. Inventory
Facebook gathers all the posts from friends, pages you follow, groups you’re in, ads you might see, and more. This is your starting pool.
2. Signals
The algorithm looks at hundreds of signals about both your past behavior and the content itself. These can include whether someone tends to react, comment, or share similar posts, what type of content it is (video, image, link, text), and how others have engaged with it.
3. Predictions
Next, Facebook tries to guess how likely a person is to interact with a given post based on those signals. It’s making an educated guess about whether the content will be meaningful or relevant to that specific user.
4. Ranking
Finally, Facebook scores each possible post and orders them in your Feed so the most relevant content shows first. This is why you don’t see everything from your friends or Pages in chronological order anymore.
So What Types of Content Does Facebook Like?
Understanding the ranking process helps you tailor your approach.
Meaningful interactions matter more than ever
Facebook prioritizes content that gets genuine engagement. Likes are good, but comments and shares tell the algorithm that people care enough to respond, and that pushes your post higher.
Video and Reels are still valuable
Just like other platforms, Facebook rewards video content and formats people spend more time with. When someone watches longer or replays a video, the algorithm takes note and is more likely to show that type of content to similar users.
Content that resonates spreads further
It used to be about the number of followers you have, but now Facebook mixes what people like and interact with into the formula. Content from people or Pages you’ve engaged with recently will show up more often, and Facebook can even show content from Pages you don’t follow if it seems relevant to your interests.
Engagement isn’t about begging for likes
As some guides point out, asking for likes or shares every time won’t trick the algorithm. What does work is content that naturally invites interaction. Questions, polls, discussion prompts, and authentic storytelling beat generic captions every time.
What This Means for Your Brand
Now that we know how the algorithm chooses what shows in someone’s Feed, what should you do about it?
Focus on real conversations
The algorithm loves signals that come from meaningful interaction. Reply to comments, encourage thoughtful responses, and create posts that invite real discussion.
Don’t rely on post timing alone
Timing still matters, but not in isolation. If your content isn’t resonating, posting at 9 a.m. won’t magically fix it. Engagement and relevance are more important.
Use a mix of formats
Videos, Reels, photos, text updates, and even live videos can all perform well if they spark interaction. Facebook rewards diversity in content type when it keeps people engaged.
Think audience first, algorithm second
The algorithm is simply trying to give each person the content most relevant to them. If your content is genuinely useful, interesting, or fun for your target audience, the algorithm will take notice.
Final Thought
Facebook’s ranking system isn’t a mystery box. It’s a series of logical steps that reward relevance, engagement, and personalization. Approach it with that mindset and you’ll be in a much better position than brands that just post and hope.
Your content won’t always go viral, but it can be seen by the right people.