[FAQ]

Hi all,

I manage a few Facebook Pages, and like many, I’m always trying to understand what makes the algorithm tick, especially with how quickly things seem to change. For mid-2025, what would you say are the top, most active ranking factors that Facebook is really emphasizing for content visibility in the News Feed?

Is it still all about direct engagement like likes and comments, or are there other signals, like content type or originality, that are playing a bigger role now? Trying to figure out where to best focus our efforts.

Any insights or recent observations would be greatly appreciated!

[Jeff Bullas]

Facebook’s algorithm uses a complex mix of thousands of signals to decide what people see in their feeds, and it is constantly being refined. While Meta, Facebook’s parent company, does not publish a simple list of “top three” static ranking factors, we can identify some key areas that consistently influence how content is ranked based on their public statements and industry observations.

First, meaningful interactions and engagement signals remain very important. The algorithm looks closely at how users interact with a post. This includes not just likes, but more significantly, comments that spark genuine conversations, shares (especially those made via Messenger or that include added context from the sharer), and even how much time people spend with a post. Content that fosters back-and-forth discussion is generally favoured.

Second, relevancy and personalisation are at the core. Facebook aims to show each user content that is most interesting and relevant to them personally. This is determined by a user’s past behaviour, such as who they interact with frequently (friends, Pages, Groups), the types of content they typically engage with (videos, photos, links), and topics they have shown an interest in. The system tries to predict what each individual will find most valuable.

Third, content quality, originality, and the source are increasingly significant. Facebook has stated its focus on prioritising high-quality, original content. This means material that is informative, entertaining, or provides unique value, rather than clickbait, engagement bait, or low-quality, unoriginal posts. Original video content, particularly Reels that are engaging, often performs well. The trustworthiness and past behaviour of the content creator or Page also play a part.

It is also worth noting that while the algorithm is sophisticated, factors like the recency of a post and direct user feedback (such as hiding posts or marking them as spam) also contribute to visibility. The system is an ongoing evolution, with AI and machine learning playing a significant role in tailoring the user experience.

For the most accurate high-level understanding, Meta occasionally provides insights into its ranking approaches via its official blogs and transparency centre.

In summary, while there is no simple checklist of just three factors, creating high-quality, original content that genuinely engages your specific audience and encourages meaningful conversation is the most reliable approach to align with how Facebook’s algorithm generally functions.

Cheers,

Jeff

[Author]

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