Today, on february 4th, Facebook celebrates 16 years since it was created by Mark Zuckerberg. Even though its common sense that this social network has a huge dimension, do we really know how much influence it has on the world? On december 2019, Facebook had more than 2.5 million active users per month, with 1.66 million people joining this network everyday and being consider daily active users.
These statistics only show a tiny little part of what Facebook actually is. Many people use it, but they don’t even know all of its functionalities. However, and keeping companies in mind, knowing all of those functionalities and keeping track of them may become a competitive advantage that will facilitate the arrival of content to the audience.
The algorithm’s evolution
Even though it isn’t the only key factor that influences this process, Facebook’s algorithm holds a huge responsibility by determining which posts each person sees and in which order, every time they open their news feed. Usually, many people resist the constant changes on the algorithm, but the truth is: it’s the algorithm that allows us to deliever content that is actually meaningful and valuable to users.
This has been Facebook’s main priority, until 2020. With all the controversy around data privacy, Mark Zuckerberg and its team’s priorities had to change, and they’re are now focused on creating a more transparent platform, where users have more control of what they see. Nowadays, the focus is to create “meaningful interactions”, giving priority to our friend’s content instead of advertiser’s content.
Facebook’s efforts to create a more transparent platform started in 2019, with the introduction of the button “Why am I seeing this?” and with the promotion of questions sent directly to users asking them about their preferences. Both initiatives allowed Facebook to update its algorithm according to the patterns they managed to obtain.
But, in reality, how does Facebook’s algorithm work in 2020? It sorts posts according to the ones they consider that the user will be more likely to enjoy, based on multiple factors, like classification signs. These signs reflect a combination between the user’s behaviour in the past and every other people’s behaviour on the platform. Basically, there are 4 factors to keep in mind:
1. The inventory of all posts available to present to the user
This inventory includes all the possible posts to show up on a user’s news feed. These include not only posts of our friends, but also of advertisers.
2. The signals that tell Facebook what each post consists of
The signals are all the information that Facebook collects about a certain content. This is where advertisers have the opportunity to shine, since this is the only factor they can control. To sum up, if you want organic results, you need to produce content that is really valuable to your audience.
3. The predictions of how a user is going to interact with a post
Based on their behaviour historical, Facebook predicts how users are going to behave in the future and if they’ll interact positively with a certain content.
4. A final score assigned to the content based on the previous factors
If the user is pre-settled to interact positively with a post, Facebook will assign a higher score to that content, and vice-versa.
How Facebook's algorithm works by Tinuiti
Good practices for advertisers
All the previous process might seem a bit complex, which uncovers the big question: how can advertisers win organic results – without having to invest millions of euros on paid ads? Just like we’ve seen, the answer is content. So, Flybizz gathered 4 of the best practices for advertisers do adopt on Facebook:
Promote a dialogue with your audience: by producing content that leads users to interact with your posts, Facebook will start recognizing your page and see it as valuable, giving your posts priority when showing up to those users.
Combine organic results with paid ads: while the first ones help you develop your relationship with your audience, paid ads can increase your brand awareness. By combining these two options, you’ll be able to reach more people and, at the same time, you’ll fortify your interaction with those who already know you.
Teach your followers about how they can prioritize your content on their news feed: keeping in mind that, nowadays, users can have much more control of what they see, suggest that they select the option “see first” on your posts.
Encourage your co-workers to talk about your company: the biggest ambassadors of a company are its employees. Encourage them to share your daily work flow or to promote positive feedback about the company.