Facebook Marketing

How Your Small Business Can Thrive


Why aren’t people seeing my posts?

Why don't Facebook posts get seen

Why are Facebook algorithms such a big deal?


Nobody’s 100% sure how Facebook’s algorithms work – they’re a very, very closely guarded secret.

But that doesn’t mean Facebook hasn’t given us lots of clues.

Basically, whenever you “like” or share a “reaction” to a post or a page, Facebook takes that into account whenever it loads up for you. Every “like” and “reaction” tells Facebook’s algorithm what you like or don’t like, and its algorithm springs into action.

There are likely thousands of what are called “weight factors” to consider, tailored for each one of Facebook’s 2 billion members. (More on what these terms mean in a sec.)

Every time you open Facebook, the algorithms take into consideration everything that you share, what your friends and people/pages you follow share, how you react to those things, how your friends react, and so on – and it serves up a bespoke News Feed, just for you, and for each of your fans.

In short: The better you understand how Facebook decides who sees your updates, the more strategic you can be.


Facebook Tip

People prefer clicking updates that share links using a link preview, so don’t just slip a URL into the captions of image posts – use a link preview to get better reach!

The components of Facebook algorithms

Affinity, weight, and time decay are all parts of Facebook's algorithm “Affinity,” “weight,” and “time decay” are aspects of an algorithm that work together to determine which users will see your post on their timeline.

Let’s break it down a bit more:

A Facebook user’s “affinity” with your page depends on how often and in what ways they interact with you. The more a user likes, shares, clicks, and comments on your page posts, the more of you and your business they’ll see in their Facebook timeline.

Weight refers to the value of a post based on what kind of post it is. For example, posts that include photos, links, and videos may have a higher weight than those that don’t. And if that weren’t hard enough to keep track of alone, weight increases the more users interact with a post. So, a post without a photo that got a bunch of likes or comments might be weighted more heavily than a photo post with no engagement at all.

Time Decay
Facebook posts lose value with age. The longer your post has been active, the less frequently it’ll show up in the Feeds of people who’ve liked your business’ page. (That’s why resharing content can be such a powerful tool in your Facebook marketing toolbox!)


Facebook Tip

Avoid posting “like-bait” – that is, repeated posts blatantly soliciting “likes” from fans. A Page that posts this sort of content may see its overall reach drop over time

How to be strategic with your content when faced with an algorithm

Facebook serves up not only the content you like best, but what its algorithms think you will like. That goes for your fans, too.

While the basic components of the algorithms remain the same, the algorithms themselves will change and readjust over time. That’s a big reason why businesses don’t feel like Facebook is a reliable way to drive organic traffic!

But there is one thing that’s been consistent for years: Facebook has always loved “high quality” content. (And they’re totally cool with you resharing high quality content, any ol’ time!)

Understanding your fans and what content they like – and what content they interact with most – and then serving up that content is the genesis of the “high quality” content bar.

So it’s incredibly important to become familiar with your Page Insights, and ask yourself these important questions before you post:

  • Are there trends in when your status updates get the most engagement or reach?
  • Do certain types of updates, or updates about certain subjects, perform better than others?
  • Is what you’re posting affecting how many people see what you’re sharing, both now and in the future?
  • Would people want to share your update with their friends or recommend it to others?


Facebook Tip

Facebook’s definition of “high quality” content can be extremely strict – especially as they combat hoax news stories. Learn more here:
Facebook’s Clickbait Filter Means Your Headlines Are More Important Than Ever.

MeetEdgar’s Platform-Specific Guides

Looking for more help with social media? MeetEdgar has the expert answers to your questions about Facebook, LinkedIn, Twitter, and more!

The Facebook Marketing Guide

Brush up on Facebook marketing fundamentals and learn about the latest developments, tactics, and small business strategies with our Facebook marketing guide.

The LinkedIn Marketing Guide

LinkedIn isn’t just for job searching anymore! Learn how to optimize its unique content channels to make business connections and drive traffic to your site.

The Twitter Marketing Guide

94% of people plan to buy from small businesses they follow on Twitter. Is yours ready to take advantage of this golden opportunity?

The Social Media Optimization Guide

SEO, SEM, SMO – what do they all mean, and what’s most important? Our guide has everything you need to know to start putting your social media to work for you.

Additional Resources

  • Social Media Scheduling & Automation
    Part one of MeetEdgar’s series on social media automation best practices. This series explores why automation matters, what tools to use, and what you can expect.

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