Posted on
28/3/2023

Understanding the Facebook Algorithm in 2023

In 2023, Facebook's algorithm is more sophisticated and AI-powered than ever before. The platform has updated and changed the algorithm many times over the years, always with the goal of presenting users with the most relevant and valuable content for them. The algorithm uses various ranking factors to determine which content appears in the feeds. Understanding these ranking factors and how they interact can help businesses and marketers create effective campaigns that reach their target audiences on Facebook.

hands of a person working on a laptop with lines of code on the screen
hands of a person working on a laptop with lines of code on the screen

Key Takeaways

  • Previously, the focus of Facebook’s algorithm was the management of content overload within the limited  space in the feed as well as  content credibility.
  • The algorithm has three primary rating levels: Creators of the post, the type of content, and interactions with the post.
  • Facebook groups could be the future of influencer marketing on Facebook.

The social network for college friends was initially a revolutionary way for companies to showcase themselves and directly inform a new audience about products and services. As competition for views and clicks increased, organic reach, as how many people you can reach on Facebook for free, declined.

In 2014, the company addressed the issue of “content overload and the lack of space in the Facebook feed,”  and tried to filter relevant posts and ads using new guidelines. But according to TechCrunch, Facebook has to date done a “terrible job communicating how and why it filters the News Feed.”

Graphic via TechCrunch

Attention seems to be the enduring theme (across all social networks). In 2018, for example, Facebook announced it wanted to encourage “meaningful interactions” from people and optimize users’ time on the platform. Then, a year later, Mark Zuckerberg announced plans to build a “privacy-focused” social network. Here’s what the Facebook creator and CEO had to say about it:

Screenshot via Voymedia

In 2023, there are now changes to the algorithm again, after the declared focus in recent months was on the rating and credibility of news articles. Also read how to increase engagement rates on Facebook on the Kolsquare Influencer Marketing Blog.

What makes the Facebook Algorithm unique?

The Facebook algorithm refers to a set of guidelines that determine how content is ranked on the platform. It decides the order in which content appears in the feed and what content is shown to each and every user. This is called “personalized ranking” because the algorithm evaluates and ranks each post, ad, story, and reel to arrange them in descending, non-chronological order based on the interest of individual users.

Facebook’s algorithm determines relevance based on three primary rating levels. These are the creator of the post, the type of content, and the interactions with the post. Facebook removes content that violates its community standards and also tries to prevent the spread of offensive content such as misinformation, sensationalist health claims, or clickbaiting. Of course, you should avoid threatening or violent language, harassing language, harmful stereotypes, and insults.

Updates to the Algorithm on Facebook in 2023

The algorithm is designed to display relevant content from people, brands, and groups that users are already connected to. As for Facebook’s 2023 video algorithm, high-quality content is key to getting your videos ranked higher by the algorithm. Best practices for moving images include being entertaining and engaging, using integrated tools, sticking with a vertical orientation, and adding music, while avoiding blurry or low-resolution videos, videos with watermarks from other apps, videos with a frame around them, and horizontal videos.

As mentioned, Facebook’s algorithm has been adapted  several times over the years as the platform has grown and user preferences have changed. In 2023, the algorithm is AI-driven and designed to deliver personalized content to users that they are most likely to engage with and find valuable.

One of the key goals of the algorithm is to prioritize content that is important to users. This means that Facebook is constantly tweaking and updating the algorithm to ensure that users see content that is relevant to them and that they want to engage with.

Facebook also offers users the ability to train the algorithm and customize their feed, as the recent “My Favorites” update to Facebook’s algorithm gives users more control. This includes adding up to 30 people and pages to favorites, snoozing users, hiding posts, and providing feedback on ads.

Strategies to master the Facebook Algorithm in 2023

Optimizing your Facebook content can significantly improve your engagement and reach with your audience.

Here are some strategies for making the most of Facebook’s algorithm in 2023:

  • Use visual media: certainly not news, visual media such as images and videos tend to drive more engagement on Facebook than text-only posts. Use high-quality visuals that are relevant to your brand and audience and also represent you in terms of your brand identity.
  • Use interactive features: Facebook offers a number of interactive features such as polls, quizzes, and live videos that can increase your audience’s engagement. Use these features to drive engagement and increase your reach, but be sure to avoid pure clickbaiting by doing so, as the algorithm on Facebook doesn’t like that at all.
  • Post regularly and at optimized times: Regular posts are important to keep your target audience interested in your brand. However, make sure that you don’t post too frequently as this can lead to a drop in engagement. Posting at times when your audience is most active on Facebook can help increase engagement. Using Facebook Insights, you can determine when your audience is most active and schedule your posts accordingly.
  • Analyze your data: Use Facebook Insights to track the performance of your content and determine what types of content resonate best with your audience. Use this information to optimize your content strategy over time. To measure your influencer marketing performance with Kolsquare
  • Test and experiment: don’t be afraid to try new things and experiment with different types of content and posting strategies. Just see what works and what doesn’t and adjust your strategy accordingly. Kolsquare tip: As each network works according to its own logic,  you should test your strategies platform-specific.

The Future of the Facebook Algorithm

What exactly Facebook has in store or plans for the algorithm in the future is uncertain. Just like any other platform, the Meta-owned company is silent about the specifics of its  algorithm; after all, AI is the centerpiece of the networks that are supposed to retain users. However, there is one more Kolsquare tip besides the generally pointed out strategies for the algorithm in 2023.

Instead of becoming one post among many in the vastness of the newsfeed, it is a good idea to work with influencers to create niche communities, aka Facebook groups. In these exclusive groups, they can spark meaningful discussions, encourage intentional use of the platform, and build real loyalty. While the 2.89 billion monthly active users are scrolling through the newsfeed less, they are interacting more in Facebook groups. It also gives potential consumers the feeling of being part of something exclusive, part of a privileged group, which is of course true. This trend is also reflected in another development, namely influencer marketing on messenger services such as Facebook Messenger or WhatsApp. Users prefer to talk personally with their idols and favorite brands about a central topic. At the same time, groups reduce fake news and hate speech, as privacy makes users feel safer on the one hand and easier to identify on the other.

Many companies are still reluctant to create such a community because it has to be maintained (sometimes at great expense). Accordingly, a Facebook group as an influencer marketing strategy is not an easy and quick task, but it can certainly be worthwhile.

About Kolsquare

Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of  KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.

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