As Facebook tends to improve year by year, its user experience has become a crucial point of interest. This social media is continually looking for other ways to make user interactions as meaningful as possible.

This stems from various modifications and updates relating to Facebook algorithms. These changes have created curiosity and even concern among marketers, brands, and businesses about their Facebook ads’ organic reach.

So how do you make these algorithm changes benefit your business? In reality, it’s all about understanding! This article is here to provide you with some tips on using Facebook algorithms to create perfectly targeted ads for your customers.

How Facebook algorithms work in 2021

If we consider Facebook from the user’s point of view, we notice that they can view thousands of publications on their news feed when the latter logs into their account. The algorithm works in a way that prioritizes the posts based on that person’s preferences and needs. In this way, the Internet user will have a better chance of interacting with content specifically intended for him. Facebook’s algorithm is divided into 4 categories, namely:

• Inventory (content available);
• Signals (which consider the content itself);
• Predictions (which consider the user as an individual);
• The overall score.

These 4 elements are the key factors of the Facebook algorithm, and as such, they can provide each user with the best possible experience on the web platform. Both content marketers and brands consider the signals category to be worthy of attention. This category determines how ads should be created and structured to increase the visibility of their content online.

Before these recent updates, Facebook used specific signals to determine what content should be presented to each user, directly affecting content ranking. Some of these factors are:

• The user spends average time on such content;
• If the content is shared on Messenger;
• Global commitment;
• Comments relating to the content;
• The time the post was published;
• If the post is informative.

The most recent algorithm updates have changed how Facebook organizes news feeds as they now look for signals that focus heavily on active interactions, such as comments and shares. The most important factors now are:

• Sharing links on Messenger;
• Responses to comments;
• Commitment to publications;
• Comments and likes.

It’s also important to mention that since the recent changes in the Facebook algorithm, the social network tends to prioritize person-to-person content to the detriment of branded page content. As you can see, Facebook has restructured its functions to emphasize interpersonal content rather than brand-to-person relationships.

This leads us to think that person-to-person content is rated differently, prompting more active engagement from users. Another aspect to consider is that Facebook’s algorithms tend to favor ‘story-driven content. Therefore, brands and content marketers should start focusing on ways to make content more personal and conversational. Understanding these ranking factors is the first step towards better targeting your content.

How to better target your ads to improve their ranking

Now that you know more about what kind of content Facebook promotes, you need to make sure that the posts you share are active, not passive. As mentioned previously, active interactions carry more weight in organizing content. These interactions involve shares, comments, or likes. Conversely, passive interactions are those involving neutral actions such as “click”, “hover over content,” and “watch video”.

Comments have never been more important in Facebook’s algorithm than in 2021. If one of your posts generates multiple comments, its chances of ranking in the news feed will be greatly optimized. For example, Facebook Live videos are a great way to engage people in a conversation. As such, the engagement rate will be much higher compared to ordinary videos.

However, one can’t help but think that it’s better to find a way to engage users in organic conversations rather than getting them to generate comments on a post. Too many comments will downgrade your original content. One thing to know about social media marketing is that you should focus on posting meaningful, creative, and engaging content rather than empty click-through articles.

Sharing posts is an important factor in the eyes of Facebook’s algorithm. There are two distinct types of shares on this platform: users who share links or content in Facebook messaging and those who show their engagement by sharing content on their wall. In this regard, Facebook values ​​posts that can be shared publicly and privately.

Another point to consider is that user engagement and comments on a Facebook post will carry more weight than someone just sharing your post. Posts that have been shared and continue to generate comments will have a much broader reach than those without comments.

Finally, reactions are another key factor in the Facebook algorithm. It is considered a form of active engagement and is a surefire way to help brands actively reach more users!

Spring in action!

So what do you plan to do with all this Facebook algorithm information? Companies and brands that use the platform must certainly seek to create the most meaningful content possible, increasing their visibility and reach. Focus your efforts on creating content for a specific audience. Create content with users in mind first, your brand second. And look for helpful ways to spark meaningful, emotional engagement.

Creating content for a specific audience requires understanding the specific wants and needs of your target audience. What is their motivation? And what is their center of interest? Anything you share on Facebook should get you engaged in one of these essential questions. This way, your followers will feel more concerned and open to comment and share your posts.

Post content that will naturally spark meaningful interactions. Video is a great method to generate more reach because it works in a powerful way to engage users. Most of the time, video performs much better than images or links in terms of engagement.

Find out how videos can communicate information about your business or brand and analyze if this creates larger and more extensive engagement forms. If video content marketing isn’t working for your brand, don’t hesitate to explore other avenues! Be creative, and the possibilities on Facebook will be endless.

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