[FAQ]

Hey everyone,

I’m managing a Facebook Page and trying to create a solid content strategy for both short-form videos in Reels and our regular posts for the main News Feed. I’ve noticed that content seems to perform very differently in each placement, and I suspect it’s down to the algorithms having different goals.

Could anyone provide some insight on how the algorithm for Reels discovery differs from the one that ranks posts in the traditional News Feed in mid-2025? I’m trying to understand the key signals each one prioritises. For example, is Reels more focused on discovering new accounts, while the Feed is more about engagement from my existing followers?

Any clarity on this would be a huge help for our strategy. Thanks!

[Jeff Bullas]

While both the Facebook Reels and News Feed algorithms are part of Meta’s larger recommendation ecosystem, they operate with fundamentally different primary goals and therefore prioritise different signals. Understanding this distinction is crucial for your content strategy.

The primary goal of the News Feed algorithm is to connect you with content that is most personally relevant to you, with a strong emphasis on posts from your existing network. It prioritises content from friends, family, and the Groups and Pages you have already chosen to follow. It is designed to nurture your established connections.

In contrast, the Reels algorithm is heavily optimised for discovery and entertainment. Its main objective is to find and serve you a continuous stream of engaging short-form videos, very often from creators and accounts that you do not yet follow.

This difference in purpose leads to different ranking signals being prioritised. First, in the News Feed, signals from people you know are very powerful. For example, meaningful comments and shares from your friends on a post are highly valued signals. The algorithm heavily weighs your past interaction history with a person or Page to determine if you are likely to find their new content interesting.

Second, the Reels algorithm places a much greater emphasis on immediate engagement metrics from a broad audience, including people outside your network. Critical signals for Reels include how quickly a video captures a viewer’s attention, its total watch time, and especially its completion rate (the percentage of viewers who watch it to the end). It also looks at likes, comments, shares, saves, and whether viewers tap on the audio page to potentially create their own Reel.

Third, the source of the content is treated differently. The News Feed gives preference to sources you are already connected to. The Reels algorithm is specifically designed to push content from unknown creators if it predicts you will find that content entertaining based on your viewing habits and the performance of the Reel with similar audiences. Originality is also considered a significant factor for broader discovery in Reels.

In summary, you should think of them as two distinct surfaces requiring different approaches. Your News Feed strategy should focus on nurturing your existing community with relevant updates and sparking conversations. Your Reels strategy should focus on creating highly engaging, entertaining, and discoverable short-form videos to reach a new and broader audience.

Cheers,

Jeff

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