Facebook Algorithm Explained For Business - "Time Well Spent"

Facebook Algorithm Explained For Business - "Time Well Spent"

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The Facebook algorithm has become smarter because Facebook has more data. More users produce more things such as video, images, and apps. Instead of looking at pure engagement, the algorithm now looks at how long people watch videos, click-back rates, and other factors that indicate whether something is a legitimate signal.

Today, the algorithm’s job is to show users relevant content.

The more content (more friends and more posts), the stronger the algorithm’s filter power has to be to deliver relevant content. For instance, the average user has more than 500 friends and likes 150 or more pages. The amount of content being produced keeps growing, while the user’s attention remains finite. The more friends added and pages liked, the stronger the algorithm’s filter power needs to be to determine what a certain user wants to see.

The number of times a user logs in per day also matters. The algorithm needs to work differently for a user who logs in once or twice per day versus 20 times per day. Plus, based on where you are, what you’re doing, and whom you’re with, the algorithm has to be smarter because your expectations have increased.

The algorithm needs to create an experience that makes users want to come back to Facebook. That’s why Facebook says, “It’s about the user experience.” The longer you stay, the more ads Facebook can show you. The user experience is a long-term play because a good experience is the best way to make money. When you own the system and have the maximum number of users, you also have the maximum amount of attention, and that’s how you maximize ad revenue.

The algorithm has to determine how much power a particular post has. The number-one factor is engagement. If the algorithm sees lots of people engaging with your post, then the algorithm shows the post to more people. Your post gets some initial reach in the first few seconds. Maybe 1% of your fans or friends see it. If that engagement is high, more people will see the post.

The number-two factor is the content. If other people are interested in the content of your post, it gets a bit of a bump.

The third factor is the K factor: whether certain information is hot right now. You might want to know that a friend just checked in at a coffee shop a block away. That’s more important than something that happened two days ago.

Together, these three factors determine how much power a particular post has.

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