How the Facebook Algorithm Works in 2023 (2023)

The Facebook algorithm. Whether you love it or hate it, you’ve got to understand it to be successful in marketing your business on the world’s largest social network.

The average organic Facebook Page post sees just 0.07% engagement. To bump that up for your brand, you’ve got to learn how to signal the algorithm. You want it to know that your content is valuable, authentic, and worth serving up in your followers’ feeds.

Table of Contents

What is the Facebook algorithm?

A brief history of the Facebook algorithm

How the Facebook algorithm works in 2023

8 tips for working with the Facebook algorithm

Bonus: Download a free guide that teaches you how to turn Facebook traffic into sales in four simple steps using Hootsuite.

(Video) How to Increase Facebook Engagement in 2023

What is the Facebook algorithm?

The Facebook algorithm determines which posts people see every time they check their Facebook feed, and in what order those posts show up.

Essentially, the Facebook algorithm evaluates every post. It scores posts and then arranges them in descending, non-chronological order of interest for each individual user. This process happens every time a user—and there are 2.9 billion of them—refreshes their feed.

We don’t know all the details of how the Facebook algorithm decides what to show people (and what not to show people). But we do know that—like all social media recommendation algorithms—one of its goals is to keep people on the platform, so that they see more ads.

In fact, Facebook faced heat in 2021 because the algorithm was prioritizing controversial content. Controversy often gets the highest engagement and can even trigger “compulsive use” of the platform.

And as far back as 2018, critics feared the algorithm was increasing outrage, divisiveness and political polarization while promoting misinformation and borderline content.

For its part, Facebook says the algorithm is all about helping users “discover new content and connect with the stories they care the most about,” while “ keep[ing] spam and misleading content at bay.” As you’ll see below, recent Facebook algorithm changes have aimed to address concerns about content, as well as privacy.

A brief history of the Facebook algorithm

The Facebook algorithm isn’t static. Meta has a whole team of people working on artificial intelligence and machine learning. Part of their work is to improve the algorithms that connect Facebook users with the most valuable content for them.

Over the years, algorithm ranking signals have been added, removed, and had their importance adjusted. It all depends on what Facebook thinks users want to see.

Here are some of the more notable moments and changes in the development of the Facebook algorithm.

  • 2009: Facebook premieres its first algorithm to bump posts with the most Likes to the top of the feed.
  • 2015: Facebook starts downranking Pages that post too much overly promotional content. They introduce the “See First” feature to let users indicate that they’d like a Page’s posts to be prioritized in their feed.
  • 2016: Facebook adds a “time spent” ranking signal to measure a post’s value based on the amount of time users spent with it, even if they didn’t like or share it.
  • 2017: Facebook starts weighing reactions (e.g., hearts or the angry face) more than classic Likes. Another ranking signal is added for video: completion rate. In other words, videos that keep people watching to the end are shown to more people.
  • 2018: The Facebook new algorithm prioritizes “posts that spark conversations and meaningful interactions.” Posts from friends, family and Facebook Groups were prioritized over organic content from Pages. Brands would now need to earn a lot more engagement to signal value to the algorithm.
  • 2019: Facebook prioritizes “high-quality, original video” that keeps viewers watching longer than 1 minute, especially video that holds attention longer than 3 minutes. Facebook also starts bumping up content from “close friends”: those that people engage with the most. The “Why am I seeing this post” tool is introduced.
  • 2020: Facebook reveals some details of the algorithm to help users understand how it serves content, and lets users take control of their data to give the algorithm better feedback. The algorithm begins to evaluate the credibility and quality of news articles in order to promote substantiated news rather than misinformation.
  • 2021: Facebook releases new details about its algorithm and gives people better access to their data. Here’s their explanation of the algorithm in 2021.

How the Facebook algorithm works in 2023

So, where does all of this leave us in 2023? First up, News Feed is no more. What you see when scrolling through Facebook is now just called Feed.

Starting today, our News Feed will now be known as "Feed." Happy scrolling!

— Facebook (@facebook) February 15, 2022

Facebook says Feed “shows you stories that are meaningful and informative.” As of 2023, the Facebook algorithm can figure out what those stories might be using three main ranking signals:

  1. Who posted it: You’re more likely to see content from sources you interact with, including friends and businesses.
  2. Type of content: If you most often interact with video, you’ll see more video. If you engage with photos, you’ll see more photos. You get the idea.
  3. Interactions with the post: Feed will prioritize posts with a lot of engagement, especially from people you interact with a lot.

Each post is ranked based on these main signals to determine where it appears in your feed.

(Video) I Cracked The Facebook Algorithm! [Grow Fast With This Strategy]

Facebook also gives users options that help them train the algorithm and customize their feed:

  • Favorites: Users can select up to 30 people and pages to add to Favorites (formerly known as “See First”). Posts from these accounts will appear higher in Feed. To access Favorites, click the down arrow at the top right of Facebook, then click Settings & privacy, and then News Feed Preferences.
  • In-feed options: Click on any post and you’ll see the option I don’t want to see this. Then choose Hide post to tell Facebook you want fewer posts of that nature in your Feed. On ads, the equivalent option is Hide ad. Facebook will then give you a set of options to indicate why you want to hide the ad. This will help Facebook understand what kind of advertisers you want to hear from, and which you’d rather avoid.

And, finally, Facebook will remove content that goes against its Community Standards. They may also “remove or limit audiences for certain kinds of sensitive content,” such as nudity, violence, and graphic content.”

8 tips for working with the Facebook algorithm

1. Understand what your audience wants to see

Facebook indicates it prioritizes content that is “meaningful and informative.” So what does that mean, exactly?

  • Meaningful: Stories the user will want to talk to friends and family about or spend time reading (based on past behavior), and videos they want to watch.
  • Informative: Content someone will find “new, interesting, and informative,” which will vary by user.

Understanding what will be meaningful and informative to your specific audience means you need to understand their unique interests and behaviors. That means you need to do some audience research. We’ve got a free template to get you started.

2. Create accurate and authentic content

Facebook says, “people on Facebook value accurate, authentic content.” They also specify that the types of posts people “consider genuine” will rank higher in Feed. Meanwhile, they work to reduce the ranking for posts people find “misleading, sensational, and spammy.”

A couple of tips for signaling the algorithm that your content is accurate and authentic:

  • Write clear headlines: Make sure your headline clearly describes what users will find in our post. You can certainly get creative, but don’t use clickbait or misleading titles.
  • Be truthful: Put simply, tell the truth. Don’t sensationalize, exaggerate, or outright lie. Engagement bait won’t win you the algorithm’s sympathy.

On the flip side, here are some things to avoid:

  • Links to sites that use scraped or stolen content with no added value
  • Borderline content (content that is not quite prohibited but probably should be)
  • Misinformation and fake news
  • Misleading health information and dangerous “cures”
  • “Deepfake videos” or manipulated videos flagged as false by third-party fact-checkers

3. Don’t try to manipulate the algorithm

But wait, isn’t this post all about how to manipulate the algorithm? No, this post is about understanding how the algorithm works so you can learn what Facebook considers valuable for its users.

You have to do the work to figure out how those overall principles apply to your specific audience. Then create content that will resonate with them and in turn send positive ranking signals to the algorithm.

Bonus: Download a free guide that teaches you how to turn Facebook traffic into sales in four simple steps using Hootsuite.

Get the free guide right now!

Trying to manipulate the algorithm to get more distribution than your content merits based on those ranking signals is a big no-no. This might include, for instance, paying for engagement or comments or engaging in other black-hat strategies to manipulate reach. Facebook considers this spam. Don’t do it.

(Video) Get Your Content Viral on Facebook | Facebook Algorithm Hacks 2023 Explained | #facebookalgorithm

The simple message here: Work with the algorithm, not against it.

4. Engage with your audience

The algorithm prioritizes posts from Pages that a user has interacted with in the past. This means that bumping up your reply game is key.

If a person takes the time to comment on your post, don’t waste the opportunity. Making them feel heard with a reply makes it more likely they will continue to comment on your posts in future. This, of course, sends more of those juicy engagement signals to the algorithm. Ignore them and they’ll likely go silent in return.

Pro tip: Whether you’re a solopreneur or you have a whole team of community managers in place, Hootsuite Inbox makes managing these conversations at scale a lot easier.

5. Get your audience to engage with each other

Remember how we said the algorithm values content that people want to share and discuss with their friends? Well, a pretty easy way to send that signal is to get people sharing your content and discussing it with their friends.

Facebook itself says that if a post triggers a lot of conversation among a user’s friends, the algorithm applies “action-bumping logic” to show that post to the user again.

To get your audience sharing and discussing, check out our tips for boosting Facebook engagement.

6. Make the most of Facebook Stories and (especially) Reels

Reels and Stories live in a separate world from the main News Feed algorithm. Both appear in tabs at the top of Feed, above all the other content, offering you a Facebook algorithm bypass strategy.

Source: Facebook

In February 2022, Facebook expanded Reels from its initial launch in the U.S. to worldwide. Facebook says that half of all time spent on Facebook and Instagram is spent watching video, and “Reels is our fastest growing content format by far.”

It's official – Facebook Reels are now global! Create and remix from around the world!

— Facebook (@facebook) February 22, 2022

They’re designed to fuel the discovery of new things. Feed, on the other hand, mainly features relevant content from people and brands you’re already connected to.

If you’re looking for new eyeballs, Reels are an important part of your strategy. Facebook says, “We’re focused on making Reels the best way for creators to get discovered.” Brands can also find new connections through Reels if they make quality content.

(Video) How the Facebook Algorithm Works

In addition to the tab at the top of Feed, Reels can be shared to Stories and seen within the Watch tab. Within Feed, Facebook is starting to add suggested Reels from people the user does not already follow.

7. Don’t forget the basic status post

Didn’t we just say video content is the most important thing? Well, not exactly. When you’re trying to bump up your engagement numbers, it can be tempting to seek out complicated Facebook algorithm hacks, But don’t forget the humble status post. (A post that has no photo, video or link.)

Hootsuite’s latest research shows that status posts on average get the highest engagement: 0.13%. Photo posts are next at 0.11%, then videos at 0.08%, and finally link posts at 0.03%.

Source: Hootsuite Global State of Digital 2022

8. Expand your reach via your best advocates

Your employees have more credibility and authority with the Facebook algorithm than your brand page does. This is because they have more credibility and authority with their own followers and friends.

Here’s a calculator that crunches the numbers on your employees’ potential reach when they’re empowered to share your brand’s content to their own circles. Hootsuite Amplify can help make it easy for employees to share pre-approved content to their social channels.

Affiliates are another great group of advocates that can help expand your reach and build your brand’s credibility. Give them resources and training to help them spread the word on Facebook and extend your targeted audience through their own algorithm signals.

Manage your Facebook presence alongside your other social media channels using Hootsuite. From a single dashboard, you can schedule posts, share video, engage your audience, and measure the impact of your efforts. Try it free today.

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Grow your Facebook presence fasterwith Hootsuite. Schedule all your social posts and track their performance in one dashboard.

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(Video) Facebook Algorithm 2023 | 💯 Complete Guide (What It Is, How It Works & 10 Tips) 😍


How does the current Facebook algorithm work? ›

The Facebook algorithm determines which posts people see every time they check their Facebook feed, and in what order those posts show up. Essentially, the Facebook algorithm evaluates every post. It scores posts and then arranges them in descending, non-chronological order of interest for each individual user.

How the Facebook algorithm works in 2022 and how to make it work for you? ›

The algorithm considers inventory, signals, predictions, and the Facebook relevance score to decide what posts rank high in 2022. Understand the type of content your audience wants to see, post frequently, incorporate video into your content strategy, and verify your page to beat the Facebook News Feed algorithm.

How can I bypass Facebook 2022 algorithm? ›

  1. 19 strategies to beat the Facebook algorithm. ...
  2. Start conversations. ...
  3. Speak to your audience. ...
  4. Get local. ...
  5. Leverage Facebook Insights. ...
  6. Post at the right time. ...
  7. Avoid “down ranked” content. ...
  8. Be video-focused.

How do I beat Facebook's new algorithm? ›

Strategies for using the Facebook algorithm to your advantage
  1. Create and share great content. ...
  2. Generate user interactions. ...
  3. Reply, reply, reply. ...
  4. Hop on the (live) video bandwagon. ...
  5. Consider Facebook ads. ...
  6. Go local. ...
  7. Get your team involved. ...
  8. Ask your fans to follow you.

Does Facebook still have the 80/20 rule? ›

Facebook's 20% rule stated that no more than 20% of an ad's image could be occupied by text. While it's still a guideline today, it's no longer enforced or a reason that ads get outright rejected. Much to marketers' delight, the social network decided to do away with the “20% text rule” in 2021.

How do I get more friends to see my posts on Facebook 2022? ›

Updated mobile browser experience
  1. At the top of your Feed, tap What's on your mind? or on your profile tap Post a status update. ...
  2. Below your name, tap the audience selector (example: Friends).
  3. Tap the circle to the right of the audience you'd like to see your content (example: Friends, Public or Only Me).

What determines people you may know on Facebook 2022? ›

People You May Know is a list of people who you might want to be friends with because you have things in common, like a mutual friend, school or workplace. You can send a friend request to anyone on your People You May Know list by selecting Add Friend.

Why is no one seeing my Facebook posts? ›

Facebook Page

But unless they're interacting (liking, reacting to, commenting, or sharing) immediately with your content, there's a chance Facebook's algorithm will hide your post so no one will see it.

Why is my Facebook reach so low 2022? ›

Your post's reach depends on its engagement rate. Engagement means how many people like, react, comment, or share your post. The more engaging a post is, the higher is the reach.

How does Facebook decide which posts to show? ›

Posts that you see higher in Feed are influenced by your connections and activity on Facebook. The number of comments, likes and reactions a post receives and what kind of post it is (example: photo, video, status update) can also make it more likely to appear higher up in your Feed.

What words trigger Facebook? ›

Using trigger words such as “free, sale, limited time, join my team, follow, buy, like, share,” and so on, were the norm in traditional advertising messaging.

What is the best time to post on Facebook? ›

The best time to post to Facebook is between 1pm – 3pm on during the week and Saturdays. However, other studies uncovered that the best time to post to Facebook is: Thursdays and Fridays from 1 p.m. to 3 p.m. are the best times to post on Facebook [Hubspot] Thursday at 8 p.m. [TrackMaven]

What is not allowed on Facebook? ›

Banned: Images or information promoting self-injury, eating disorders or suicide. Allowed: Self-harm and suicide information which does not promote them is allowed. Body modification images are not considered self-injury by Facebook.

Can the government check your Facebook? ›

In the name of fighting terrorism, the FBI and Department of Homeland Security (DHS) routinely review the social media accounts of people with no prior criminal activity. These investigations can be initiated even when there is no factual basis for believing someone has committed a crime.

What is the 24 hour rule of Facebook? ›

The 24-hour rule is best explained as the following: After 24 hours have passed since a subscriber's interaction with your business, you cannot send them a message, unless you've gotten their expressed permission to do so (OTN's) or if the message falls under one of four predefined use cases, or you pay to send it ...

How do you make sure your Facebook posts are seen by all your friends? ›

Updated mobile browser experience
  1. Tap in the top right of Facebook, then tap your name.
  2. Scroll down to the post you want to edit.
  3. Tap in the top right of the post, then tap Change Audience.
  4. Select who can see the post from the options that appear (example: Public, Friends, Only Me).

Why are my Facebook posts not reaching friends? ›

You Either Post Too Often or Too Rare

I've actually talked to some page owners about this, and – to my surprise – few actually knew that the rate at which a Page posts can have an impact on its social reach. Basically, if you post too often or too rare, your Facebook social reach is likely to go down.

Does Facebook suggest friends that look at your profile? ›

Friend suggestions come from things like: Having friends in common. Your profile information and networks (example: your current city, school or work). Your Facebook activity (example: joining groups or being tagged in the same photo or post).

On what basis FB shows people you may know? ›

People You May Know suggestions come from things like having mutual friends or being a part of the same network. We regularly update People You May Know to improve suggestions. However, sometimes we might get it wrong and show someone you don't know or want to add as a friend.

How does Facebook decide which friends show on your profile? ›

Facebook most likely takes into account whose friends profiles (and photos) you view and who your friends view. And then compares these profile views in relation to all of your friends (or in the case of your friends, what other friend profiles and photos they view more often).

How do I make my post appear first on Facebook? ›

Tap in the top right of Facebook. Click on your Page to go to it. Find the post you want to pin and tap in the top right. Tap Pin Post.

Why are my followers not seeing my posts? ›

The reason: Instagram's 2022 Algorithm. Thanks to the last few updates, only 10% of your followers are able to see your post. Whenever the algorithm updated and engagement tanked, my first thought would be, “Why would Instagram hurt themselves by ruining this experience for so many users?” or “This is it for Instagram.

Does deleting posts affect Facebook algorithm? ›

If you put up a post and it fails to elicit the reactions you were looking for, learn from that mistake and delete the post, as it only hurts your future rankings on the FB algorithm.

How can I increase my followers on Facebook organically? ›

Make your audience feel something

One of the most effective ways to increase engagement with your posts (and therefore increase organic reach) is to appeal to your followers' emotions. The more strongly people relate to a piece of content, the more likely they are to react, share, or comment on it.

What are the best times to post on Facebook 2022? ›

The best times to post on Facebook are Tuesday, Wednesday and Friday between 9 a.m. and 1 p.m. Skip posting on Saturdays, as it is the day of the week with the lowest engagement, according to Sprout Social's data.

Which word is most used in Facebook? ›

An article on suggested that most people who take the quiz use the word “me” more often than any other word in their status updates.

What words attract people? ›

So here you go, here are 10 words customers love to hear when making a decision:
  • Free. If you think "free" is sleazy and overused, think again. ...
  • Exclusive. Everyone want to be in the "in" crowd. ...
  • Easy. ...
  • Limited. ...
  • Get. ...
  • Guaranteed. ...
  • You. ...
  • Because.
2 Aug 2016

What is a blacklisted word on Facebook? ›

Blocking Words from Appearing on Your Page. When people include a word you've blocked in a post or comment on your Page, it'll be automatically marked as spam and hidden from the Page.

Can someone tell if I look at their Facebook page a lot? ›

Your Facebook searches are private. If you look up someone's profile or they look up yours, none is the wiser. Facebook is very clear on the matter: “Facebook users cannot track who has viewed their personal homepage. Third-party applications also cannot provide this feature.”

Why am I seeing so many ads on Facebook all of a sudden 2022? ›

Why am I seeing so many ads on Facebook all of a sudden? You may be seeing more ads on Facebook all of a sudden because of ad retargeting. Facebook will use your browsing history from other websites to give you more relevant ads.

Why am i not seeing friends posts on Facebook 2022? ›

If you're experiencing this problem and wondering why Facebook isn't showing posts from all of your friends, you're not alone. Believe it or not, this actually isn't a bug. It's just the way that the Facebook algorithm works. You can, however, adjust some settings to see posts from more friends on Facebook.

Why is Facebook engagement suddenly dropping 2022? ›

Your Audience is Growing with Disinterested Users

Engagement rate is a measurement of the amount of engagement you get per person, which is generally quite low. An engagement rate of 1% is actually pretty good. If you've been growing your audience recently, your engagement rate might have dropped.

Why do people come up on people you may know? ›

People You May Know suggestions come from things like: Having friends in common. Your networks, such as your current city, school or work. Being in the same Facebook group.

How can I know who visited my profile? ›

Follow these simple steps and know who viewed your profile:
  1. Open your Facebook account. Open your Facebook account on the web (using any browser) by visiting ...
  2. View page source. ...
  3. Type 'BUDDY_ID' in the search box. ...
  4. The person who viewed your profile will appear on the screen. ...
  5. Take a screenshot.
22 Feb 2021

Why does the same person keep appearing on Facebook? ›

Profile Views

The algorithm collects data about how often you view certain profiles. If the profile views are mutual, meaning that the person whose profile you often visit regularly checks up on your profile too, there's a high chance they'll appear on the list.

Why do I get ads after I talk about something? ›

Tracking, not listening

In a way, social platforms are “eavesdropping,” but just not in the way we think. We see digital ads after talking about something because social media apps like Facebook and Instagram are extensively tracking our actions, both online and off.

Why am I seeing more ads than friends posts on Facebook? ›

In advertising parlance, that's "retargeting". Facebook allows advertisers to "retarget" people who have visited the advertiser's website or app off Facebook, which may result in more ads showing up in your news feed.

How do I clean up my Facebook feed? ›

See and adjust your Facebook Feed preferences
  1. Manage Favorites to select people and Pages that you want to prioritize. ...
  2. Unfollow people to hide their posts to unfollow a person, Page or group. ...
  3. Reconnect with people you unfollowed to follow a person, Page or group that you unfollowed in the past.

Why am I friends with someone on Facebook but can't see their posts? ›

By default, Facebook always lets a user's friends see his or her posts. The most restricted standard privacy setting is "Friends Only," which only stops non-friends from seeing a Wall. If you are friends with someone and still cannot see that user's wall, it means your friend has customized his or her Wall privacy.

How can you tell if a non friend is looking at your Facebook page? ›

If you ask Facebook, the social media giant categorically says, “No, Facebook doesn't let you track who views your FB profile. Third-party apps also can't provide this functionality. If you come across an app that claims to offer this ability, please report the app.”

Can someone see that I viewed their Facebook story if we are not friends 2022? ›

Only you are able to see who has viewed your story. In the Stories section at the top of your Feed, tap Your Story. Tap in the bottom left of any photo or video in your story to see who has viewed your story.

What words should you avoid on Facebook? ›

5 Types of Words To Avoid When Posting on Social Media
  • Avoid words that focus on the negative. Words like: ...
  • Avoid using the words THING or STUFF or IT. ...
  • Avoid the word REALLY. ...
  • Strike out “I believe” , “I think” and “I feel” , from your posts. ...
  • Never use the word JUST.

Why is my post not reaching anyone? ›

Your captions are not engaging

If you have an interesting caption then this can entice users to spend more time looking at and interacting with your post. Some things to consider when writing captions include: Using interesting and eye-catching emoji. Asking questions that require a response from your followers.

Why is my Facebook likes so low? ›

You are posting too many or too few posts – As shown by the Track Social (image below), the more you post in a day the lower is the engagement. According to, if you post fewer then 2 posts a week, you will not engage your audience enough and you will lose engagement.


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