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How Facebook Ads Algorithm works

How Facebook Ads Algorithm works can be a mystery sometimes, we are here to demystify this for you so you can feel more confident when running Facebook ads or trying to grow organically on the platform.

Each time someone checks their Facebook news feed, the Facebook algorithm determines the content they view and the sequence in which they appear. Basically, each post is evaluated by the Facebook algorithm.

For every unique user, it ranks the posts and lists them in decreasing, non-chronological sequence of interest. Therefore, this procedure takes place every time one of the 2.9 billion users refreshes their newsfeed.


So how does the Facebook ads algorithm work? 


There ought to be fewer disruptions for viewers due to Facebook’s efforts to enhance its algorithm to reveal the relevant information to those who are more likely to interact with it. Facebook ads algorithm has four evaluation criteria. 


The Four Rating Elements Used By Facebook Algorithm

The Facebook algorithm ensures that users receives the most appropriate posts, headlines, and info. Although the algorithm is not by any means simple to decipher, certain ranking elements are well recognized.


  • Inventory 

Inventory is the first consideration as it contains all of the platform’s data. Anything can qualify as an inventory, this includes a message from a friend, a family member, or one of the organizations you’ve joined. Your inventory, in essence, consists of all the posts that are eligible for inclusion on your Facebook Feed.

  • Predictions

Have you ever used Facebook to look for something in particular, only to have your feeds overrun by results from a similar search? Well, Facebook predicts that will happen. It evaluates your profile page, likes, dislikes, as well as the content you are intrigued with, in addition to influencing the adverts. Therefore, it could only display stuff you are most likely to interact with. In essence, predictions are your responses to the content.


  • Signals

The Facebook algorithm heavily relies on signals, which notifies Facebook regarding the post. Two more categories are used to organize signals; active and passive. 

Shares, likes, and responses to your posts are all promoted by active signals. Likewise, the non-active measures, such as viewing time, time uploaded, and story genre are passive signals.


  • Relevancy Rating

Facebook gives each piece of content from the site a rating that indicates how relevant it is to the viewer. A top score suggests your content is more likely to appear in your Facebook news feed or your target audience’s feed.


Tips for Navigating Facebook’s Algorithm

  • Evaluate what your viewers wish to see

Facebook states that, “useful and informative” content is prioritized. But what does that actually imply? Useful content includes videos and stories that, according to the previous behaviour, the reader would want to discuss with family and friends or truly enjoy viewing. On the other hand, informative material is the one a viewer will consider “new, intriguing, and educational.”

You must comprehend your target audience’s particular interests and habits to determine what would be valuable and educational to them. Therefore, you need to conduct in-depth research on your audience.


  • Make authentic and realistic content:

Users of Facebook value authentic and accurate content,” according to research. Additionally, they state that content that individuals regard as genuine will appear top of the feed. They are working to lower the rating of content that people view as untrue, sensational, and abusive in the meantime.


Here are some guidelines for telling the algorithm that your information is true and accurate:


Create catchy headings: 

Ensure your title expresses the content that readers can expect to see in the piece. While being inventive is encouraged, avoid using clickbait or misleading headlines.


Being genuine: 

In other words, be honest. Avoid sensationalizing, overstating, or downright lying. Tempting lures will not make the algorithm feel sorry for you.


  • Avoid attempting to manipulate the algorithm

It is strongly prohibited to attempt to trick the algorithm to receive more distribution, than your material deserves depending on those rating signals. This could involve, for example, buying likes or comments or using other dubious methods to control reach. This is considered spam by Facebook. So try to avoid such manipulations. In other words, use the algorithm rather than work against it.


  • Get your audience involved

The algorithm prioritizes postings from Webpages that a reader has already engaged with. This implies that improving your replying skills is essential. 

Don’t miss the chance to respond to comments if someone spends the time to do so on your post. Making them feel acknowledged with a response increases the likelihood that they’ll keep leaving comments on your content in the future. The algorithm will receive more of such juicy interaction signals as a result. However, they’ll probably stop commenting if you ignore them in turn.


  • Encourage interaction among the audience

Keep in mind that the algorithm favours material that users would like to exchange with their peers. Therefore, getting people to share your material and talk about it with their buddies is a straightforward method to do that. According to Facebook, an algorithm uses action-bumping principles to repeatedly present a user with a post if it sparks a lot of discussion among friends.


  • Take advantage of Facebook Reels and Stories in particular

The primary News Feed algorithm exists in a different realm from Reels and Stories. Both are presented to you as a Facebook algorithm workaround in tabs just at the upper edge of Feed, over all other information.

Facebook upgraded Reels to a global rollout in February 2022.


According to studies, viewing videos accounts for 50% of overall time spent on social media, and Reels are the rapidly rising content type by far. Typically, they are made to encourage learning new concepts. On the other hand, feeds mostly showcase pertinent content from products and individuals you previously engaged with in relation to their posts or ads.



Whether marketers like it or not, the constantly evolving Facebook algorithm forces us to reconsider our content approaches. This is the case currently and will most likely continue to be authentic. In general, it is the essence of Facebook advertising to adjust to such developments. Additionally, advertisers who follow Facebook’s top strategies are most likely to benefit from reach.


Check out our other articles below: 

What Facebook Ad Budget Should I Start With?

Steps to protect your Facebook ad account

4 Marketing Trends of 2022 [Your Ultimate Guide]


Are you interested in our created-for-you Facebook Advertising services?


Book your FREE Facebook Ads Strategy Session Today  to see how we can help you to achieve your business goals.

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