Facebook’s Algorithm Can Be Used to your Advantage

Social media can be an incredible tool to promote anything your station is doing. It can be great to get breaking news stories out there. It can be useful when staying local. However, are you using it correctly?

Let’s focus on Facebook, since that’s the giant of social media and what stations use the most. When 2024 began, they announced changes to their algorithm. What you may have done before, might not work now. It’s important to stay on top of changes Meta will enforce periodically. The algorithm is the rules Facebook uses to figure out what should be seen most. It ranks the content across the platform which they often refer to as “personalized ranking.”  In a nutshell, they will rank every post, ad, reel and story and score the content. Then, they arrange it for each user. Now, they are using AI quite often to help with the arrangement.

So, how do you use this to your best ability? Facebook wants to highlight content that causes interaction among its users. If your post is getting a lot of attention, Facebook will help it reach more people. If your post bombed, Facebook will pretty much bury it. AI helps determine if they think the post has potential to garner engagement. Things that help this are times spent on similar posts and past interactions with the page.

It’s not just AI that’s doing the decision making. Facebook staff has constantly been working to make sure the algorithm works for its users and not against them. Because of this, they are constantly changing how the algorithm works. Keep up to date on any adjustments that could be made on your social media.

According to Sprout Social, Facebook is the third most visited website, with Google and YouTube in the lead. There are 3.065 billion users monthly. Last year, Facebook’s total revenue was around $135 billion. If you’re asking, is it worth it to put time into Facebook? Yes. 100% yes.

Other stats that may help you decide what kind of content is worthy:

  • Americans spend about 30 minutes on the platform daily. Believe it or not, this is more user time than X, Instagram and TikTok.
  • About 2.1 billion people use Facebook daily. BILLION
  • I know a lot of people head to TikTok for news, however, according to Pew Research Center, 30% of people use Facebook their news source.

That being said, more people are using Facebook for more than just interacting with friends and family. They want entertainment, updates, information.

Now that we understand the algorithm and a few stats that can help determine what works for us, how often should we post? A few organizations have studied this to see what works best for businesses and media. As we saw earlier, Facebook wants more posts to be seen that cause interaction and a lot of that is geared towards friends and family. This makes it harder for station posts to be seen and not buried. Posting MORE will not help the cause. In fact, it can actually hurt it. Sotrender found for each additional post you make, the organic reach drops. Overposting can cause your reach to be non-existent if you’re posting way too much. It’s all about quality and not quantity. Make sure it’s something your listeners want to see, include short videos, pictures, contests. Those are all posts that will cause interaction.

We could go on and on about how and when to post. As always, research research research. The information is out there. Use it.

Pic designed by natanaelginting for Freepik.com.

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