What about Facebook?

In a digital world dominated by Gen Z and video content, Facebook is no longer hot and happening. However, the Gen X-centric platform still boasts the largest number of active users worldwide, and remains a crucial connection point for many communities. Want to reach Gen Z with POV videos and street interviews? Facebook isn’t the holy grail for that. But it is a platform that remains highly relevant for brands aiming to connect with “older audiences”. So, how do you use it effectively? We’ve dived into the algorithm for you.

Which Metric is Key on Facebook?

Facebook is a community-driven platform where active engagement is most important. On TikTok and Instagram, engagement is often measured by watch time, as passive scrolling and video consumption dominate. On Facebook, however, comments are the key metric for active engagement. The more comments your posts receive, the greater the chance they’ll reach a larger portion of your audience. Focus on creating posts that spark conversation!

Who Gets Priority?

Facebook prioritizes personal connections—meaning that personal accounts get priority in feeds. These accounts drive more social interactions (aka comments), aligning with Facebook’s mission to “bring people closer together.” This makes it harder for brands to appear organically in feeds.

Tips for Brands:

• Community Management is crucial: Actively engage in the comments, even on posts from your followers.
• Encourage Followers to Tag Your Brand: This increases the chance your content appears in their friends’ feeds.
• Leverage Facebook groups: Find relevant groups aligned with your brand and participate in the comment sections.

Want to hack the Facebook Algorithm? Dive into your Facebook results and analyze your content to determine what resonates best with your audience and be present in the comment sections!