What Does the Facebook Algorithm Really Want?

What Does the Facebook Algorithm Really Want?

You've read the articles and seen the gurus promising the “one weird trick,” you're still staring at flatlining reach, wondering what you're doing wrong.

Here’s the secret they don’t tell you: there’s nothing to beat.

The problem isn't some mythical beast of code hiding in Menlo Park, California, deciding it hates your small business. The problem is the premise. The idea that you have to fight the algorithm is holding you back.

The algorithm isn't a gatekeeper—it’s a mirror. And in 2025, it's reflecting your audience's interest, or lack thereof, with brutal honesty. If you don’t like the reflection, you don't fix the mirror. You fix the thing it's reflecting.

You.

The Facebook Algorithm Isn't Your Enemy, It's a Mirror

Every business owner I talk to treats the algorithm like a fickle god that must be appeased with daily sacrifices of mediocre content. They post at 7:52 AM because some chart told them to use three specific hashtags and share a cat video, all hoping for a sliver of organic reach.

It's nonsense. It’s exhausting. And it's wrong.

Meta's goal isn't to promote your business page. Let's get that straight. Meta's goal is to keep eyeballs on Meta's platforms for as long as possible so they can sell more advertising. That's it. That's the entire business model.

Your business is just a tool to help them achieve that goal.

The algorithm, therefore, has a straightforward job: find and promote content that keeps people engaged and scrolling.

It doesn't “punish” you or “shadowban” your page (a term that gets thrown around far too loosely). It simply notices that when it shows your content to people, they scroll right past it. So, it stops showing it to them. It's not personal. It's just maths.

The “black box” is a myth you tell yourself to avoid the more complicated truth: your content might not be as interesting as you think. Once you accept that, you can start doing something about it.

The Four Signals That Drive the 2025 Feed

Instead of chasing phantom hacks, you need to understand the principles the system is built on. In 2025, it boils down to four key signals. Think of them not as rules to be gamed, but as fundamentals of human interaction that Facebook is improving at measuring.

1. The Relationship Signal: Who You Know

At its core, Facebook is still a network of connections. The algorithm prioritises content from people, groups, and pages you have a history of interacting with. If a user frequently likes, comments on, or messages a page, Facebook assumes they want to see more from that page.

This is the oldest signal in the book, but it remains foundational. It's why your mum sees all your posts, but that person who liked your page in a giveaway five years ago sees nothing.

2. The Interaction Signal: Comments Are the New Gold

This is the big one. All engagement is not created equal. A passive “like” is the lowest form of engagement. It’s a polite nod. It’s barely noticed.

A comment, on the other hand, is a conversation. It takes effort. It shows genuine interest. A back-and-forth comment thread is a powerful signal to Facebook that your content sparks honest discussion. According to a 2023 report on social media trends, posts that generate conversation can see up to 50% more reach than those that don't [source].

Shares, saves, and straightforward messages (DMs) are high-value interactions. They show that someone found your content so helpful or resonant that they either wanted to keep it for themselves or send it directly to a friend. That's a massive vote of confidence.

3. The Recency Signal: Still Here, But Context is King

Yes, newer content is generally favoured over older content. But the whole “best time to post” industry is mostly fluff. Posting at the “perfect” time is useless if the content is forgettable.

Recency is about being relevant now. It’s more important to post something valuable and conversational when you have it than to hold it for 8 PM on a Tuesday because a chart told you to. If your audience is engaged, they’ll see it.

4. The AI Discovery Signal: The TikTok-ification of Your Feed

Here's the real game-changer for 2025. For years, your feed was almost entirely your “social graph”—people and pages you followed. Thanks to Meta AI, your feed is increasingly becoming a discovery engine, much like TikTok's “For You” page.

Facebook is actively looking for compelling content—especially Reels—to show to people who don't follow you but might be interested based on their viewing habits. As Adam Mosseri has stated multiple times, AI recommendations are the platform's future.

This is the most significant opportunity for organic reach on Facebook right now. It means a single, brilliant piece of content can put your small business in front of thousands of potential new customers without you spending a penny on ads.

The Brutal Truth: Your Content Is Probably Boring

I once worked with two local coffee shops in the same city.

Shop A posted endlessly. Three times a day. Perfect, sterile, top-down shots of their latte art. A picture of a croissant on a clean plate. The caption was always something like, “Happy Monday! Fuel your day with our signature roast. ☕ #coffee #local #caffeine.” Their engagement was dead. The owner was convinced Facebook was “pay-to-play.”

Shop B posts three or four times a week. One post was a shaky phone video of their head barista, a bloke named Dave who had a ridiculous moustache, explaining the difference between the two types of beans. Another was a picture of a regular's dog, a scruffy terrier named Barnaby, waiting by the door. The caption asked people to share pics of their dogs. Another text post asked, “What's one thing that would make your Monday better (besides coffee)?”

Shop B's posts were flooded with comments. People knew Dave. They shared pictures of their poodles and bulldogs. They answered the question. Their page was a community hub. Shop A's page was a silent, sterile art gallery.

Shop A was creating content. Shop B was starting conversations. The algorithm rewarded Shop B not because it “liked” dog pictures, but because people liked them. People liked Dave—people like being asked a question.

The antidote to being boring isn't posting more often. It's having a point of view. It's showing the humanity behind the logo.

An Audience-First Playbook for 2025

So, how do you stop being boring and start being interesting? You stop thinking about the algorithm and start thinking exclusively about the person on the other side of the screen.

Stop ‘Posting,' Start ‘Publishing'

Change your mindset. You are not “posting” to fill a slot in your content calendar. You are “publishing” a finished work designed to get a specific reaction from a particular person. Every single thing you publish should have a purpose. Is it to make them laugh? To teach them something? To make them feel seen? If you don't know the purpose, don't hit publish.

Master the Art of the Conversation Starter

Your goal for every post is not a like; it's a comment. The easiest way to get a comment is to ask for one.

• Ask direct questions: “We're thinking of a new flavour. Would you prefer Chilli Chocolate or Salted Caramel?”
• Use simple polls: The poll feature is a gift. It's a low-friction way for people to engage.
• State a strong, debatable (but on-brand) opinion: “Hot take: pineapple does belong on pizza. Discuss.”
• Ask for advice or recommendations: “We're looking for a local printer. Who do you all recommend in the Belfast area?”

Build Content Pillars That Don't Suck

Stop throwing spaghetti at the wall. Structure your content around three simple pillars. For a business consultant, it could look like this:

• Educate: Publish a short video breaking down a common business mistake. Or a text post with a 3-step guide to improving cash flow.
• Entertain: Share a funny, relatable story about a client disaster (anonymised). Or a behind-the-scenes look at your chaotic desk. This shows personality.
• Engage: Ask your audience what business topic they're struggling with most. Create content that directly answers their responses.

Building a coherent strategy around these pillars is the core of effective digital marketing. It creates consistency and teaches your audience what to expect from you.

The Unsexy Power of Facebook Groups

Business pages are for broadcasting. Facebook Groups are for community. Creating a Group for your most dedicated customers and fans is a goldmine if you sell a niche product or offer a specific service. It's a place to have deeper conversations, get direct feedback, and build a loyal tribe that feels ownership over your brand. The reach inside a group you cultivate is astronomical compared to a public page.

Reels, AI, and the Elephant in the Room

As mentioned, the feed is now two things at once: your familiar social connections and an AI-powered discovery engine. Reels are your passport to that discovery engine.

This means you need a two-pronged video strategy. You create some content for your existing audience (your followers, your group members) and some content for total strangers.

It's more straightforward than it sounds.

A No-Nonsense Guide to Facebook Video Formats

Format	Strategic Purpose	Best For	The Vibe
Reels	New Audience Discovery	Reaching people who don't follow you.	Quick, entertaining, educational, hopping on trends. Low-fi is fine.
In-Feed Video	Nurturing Existing Audience	Deeper storytelling, tutorials, and testimonials.	More polished, value-driven, for people who already know you.
Stories	Building Daily Connection	Behind-the-scenes, raw, interactive polls/Q&As.	Imperfect, immediate, and disappears in 24 hours.

You don't need a Hollywood budget. You need a phone and an idea. Your best-performing Reel might be a 15-second video of you answering a common customer question you just received in an email.

Ditch the Vanity Metrics. Track What Pays the Bills.

Here's my biggest pet peeve. I see entrepreneurs celebrating 500 likes on a post, but I get blank stares when I ask if it led to any website clicks or sales.

Likes are not currency. They don't pay your mortgage. A like is a fleeting, low-effort acknowledgement. Stop optimising for it.

Metrics That Matter

From now on, when you look at your Facebook analytics, I want you to ignore the ‘Likes' column almost entirely. Focus on these instead:

• Comments: Is anyone talking? Are you talking back?
• Shares & Saves: Is your content good enough for someone to keep or vouch for?
• Outbound Clicks: Are people leaving Facebook to visit your website, product page, or contact form? This is a massive indicator of intent. A 2024 study showed a direct correlation between high outbound clicks and higher conversion rates [source].
• Inbound Messages/DMs: Are people starting to buy conversations with you directly?

Track these four metrics. They tell you if your marketing is working. They tell a story about community health and purchase intent. Likes just tell you your photo was vaguely pleasant.

Conclusion: Stop Fighting a Ghost

The narrative that you're constantly battling the Facebook algorithm is a convenient lie. It allows marketing agencies to sell you “secrets” and lets business owners off the hook for creating uninspired content.

The truth is more straightforward and more complex. The algorithm is a powerful, sophisticated system that determining what humans find interesting. Your job isn't to trick it. Your job is to be the interesting human it's looking for.

Stop fighting a ghost. Start talking to your people. Create things of value. Be generous with your expertise. Show some personality.

The algorithm will notice.

Let's Put This to Work

Observing these principles is one thing; building a bulletproof strategy around them is another. If you're tired of guessing and want a clear plan to connect with your audience, our digital marketing services are built on this no-nonsense philosophy.

How could this thinking apply directly to your business? Request a quote here, and let's talk about what matters. Explore the rest of our blog for more observations on branding and digital strategy.

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