Facebook Algorithm Guide:
Boosting Your Social Media Impact
The Facebook algorithm is a hot topic for auto dealers, social media marketers, business owners, journalists, the public, and world leaders, basically anyone who uses Facebook to consume or distribute content.
Whether you love or hate it, the simple truth is you must work with it if you want your Facebook marketing efforts to succeed. At Big Time Advertising, we have ten years of experience taking some arrows in the back along the way. We are in it every day, and we find ways to win for our dealers who are committed to transforming their marketing strategies. Here, we will explain everything you need to know about the algorithm Facebook uses to rank content and shape the feeds of its 2.93 billion users.
What Exactly is the Facebook Algorithm?
The Facebook algorithm is a set of rules that determines how content is ranked and displayed across the platform. It decides what users see every time they log in and the order in which that content appears. Facebook refers to this as “personalized ranking.”
In essence, the algorithm assesses every post, ad, Story, and Reel, scoring them and arranging them based on each user's perceived interest. This process occurs every time someone refreshes their feed.
According to Facebook, these algorithms first organize all potential content from the feed, Search, Marketplace, Groups, and Watch to show users the most personally relevant items.
Critical Updates to the Facebook Algorithm for 2024
Now, let’s explore some of the changes we have seen thus far in 2024. As always, the algorithm evolves to enhance user experience.
Here are some of the updates:
Enhanced Focus on Meaningful Interactions
- Facebook prioritizes posts that generate meaningful conversations and interactions. Less engaging posts may see reduced reach. This means crafting posts for auto dealers that prompt discussions about new car models, great pre-owned vehicles, or customer experiences.
Updated Relevance Score Calculation
- The relevance score for each post influences its ranking in feeds. This score is affected by content type, user interactions with similar posts, and viewing time in similar categories. Auto dealers can benefit by posting content that resonates with potential buyers, such as detailed videos of new arrivals or customer testimonials. Posting a random video of obviously fake people sitting in a vehicle, not even mentioning your dealership, does not impress the algorithm.
AI-Driven Time Prediction
- AI predicts a user's time on a post based on past interactions with similar content. Dealers should create engaging and informative posts that keep users’ attention, such as behind-the-scenes looks at their dealerships or interactive Q&A sessions about car maintenance.
Engagement Likelihood Predictions
- The algorithm forecasts how likely users are to engage with a dealer's Page or comment on a post, influenced by past interactions and time spent on similar posts. Auto dealers can use this to their advantage by encouraging comments and shares, perhaps through contests or giveaways related to their inventory.
Balanced Content Variety
- Users will see a diverse mix of content types, including videos, photos, links, and text posts, to prevent repetitive posts of the same kind. Auto dealers should diversify their posts to include a mix of vehicle photos, customer reviews, and informative articles about car care.
User Control and Transparency
- Facebook is introducing more tools for user customization, such as the “Show More, Show Less” feature, chronological feed options, and a “Favorites” list for preferred content. Dealers should encourage customers to add them to their Favorites to ensure their posts are seen more frequently.
How the Facebook Algorithm Functions
Meta (the official name for Facebook and Instagram) employs a team dedicated to improving algorithms that connect users with the most relevant content.
As of 2024, the Facebook algorithm relies on four main ranking signals:
- Source of the Post: Content from frequently interacted sources is more likely to be seen. Maintaining an active and engaging presence for auto dealers will ensure their posts are prioritized.
- Content Type: Users see more of the content type they engage with most (videos, photos, etc.). Dealers should experiment to see what type of content their audience prefers and produce more of it.
- Engagement Probability: Posts likely to receive comments, likes, or shares are prioritized. Auto dealers should create content that invites interaction, such as asking questions about car preferences or running polls on favorite car features.
- Interest to Others: Content expected to generate meaningful interactions is ranked higher. Dealers can share customer stories or community involvement activities that foster a sense of connection.
10 Strategies for Working the Facebook Algorithm
To navigate the Facebook algorithm effectively, consider these strategies:
Know Your Audience’s Preferences
- Facebook favors meaningful, relevant, and informative content. Big Time Advertising conducts and studies audience research to tailor our content accordingly. For auto dealers, this might mean focusing on posts about new inventory, special promotions, or tips for car maintenance.
Produce Authentic Content
- Users value accurate and genuine content. Use clear headlines and be truthful to build trust and avoid sensationalism. Share real stories from satisfied customers and highlight genuine experiences at your dealership.
Avoid Algorithm Manipulation
- Focus on creating resonant content rather than trying to game the system. Manipulative tactics can harm your reach. Instead, concentrate on quality content that offers real value to your audience.
Engage Actively with Your Audience
- Respond to comments and messages to foster meaningful interactions, boosting your algorithm signals. For auto dealers, this could involve answering questions about cars, discussing financing options, or simply thanking users for their engagement.
Foster Audience Interaction
- Encourage users to share and discuss your content, triggering action-bumping logic in the algorithm. Create posts that ask for user opinions on new car models or solicit stories about their favorite road trips.
Post at Optimal Times
- Maximize engagement by posting when your audience is most active. Use tools to find the best times. For instance, auto dealers might find their audience most active in the evening or on weekends when people have more free time to browse.
Utilize Simple Status Posts
- Simple text posts can achieve high engagement and effectively communicate key messages. Share quick updates about new arrivals or upcoming sales events at your dealership.
Leverage Employee Advocacy (Big Time Simple Tip)
- Empower employees to share your content, expanding reach and credibility through their networks. Employees should and must share their experiences working at the dealership or highlight their favorite vehicles.
Collaborate with Influencers
- Partner with influencers to enhance content authority and reach, ensuring genuine and relevant posts. Auto dealers can collaborate with local influencers or car enthusiasts to reach a broader audience.
Monitor Performance Metrics
- Always track the analytics to understand how the algorithm impacts your content. Use insights to refine your strategy and improve your results. Regularly review what types of posts are performing best and adjust your content plan accordingly.
Why Advertising with Big Time Advertising on Facebook is a Game Changer
Here are some compelling statistics that highlight the power of Facebook advertising and why auto dealers should consider partnering with Big Time Advertising:
Massive User Base: Facebook has over 2.93 billion monthly active users, offering a vast audience for your dealership's ads.
High Engagement Rates: Posts with images see 2.3 times more engagement than those without. Videos are even more effective, driving higher interaction rates.
Targeted Advertising: Facebook's advanced targeting capabilities allow you to reach potential buyers based on demographics, interests, behaviors, and location. This means your ads can be precisely targeted to users in your local area who are interested in buying a car.
Cost-Effective: Facebook ads offer a high return on investment (ROI). Studies show that Facebook ads can drive conversions at a lower cost than other platforms. Auto dealers can maximize their ad spend by targeting the right audience with the right message.
Mobile Reach: With 98.5% of Facebook users accessing the platform via mobile devices, your ads can reach potential customers wherever they are, increasing the chances of engagement and conversion.
Lead Generation: Facebook ads are effective in generating leads. With lead generation ads, users can submit their contact information directly within Facebook, making it easier for dealers to follow up and convert leads into sales.
Remarketing Opportunities: Facebook's remarketing tools allow you to retarget users who have previously interacted with your dealership's website or Facebook page, keeping your brand top-of-mind and increasing the likelihood of conversion.
Analytical Insights: Facebook provides detailed analytics and insights into ad performance, allowing you to track impressions, clicks, and conversions. This data helps you refine your ad strategy for better results.
Community Building: Engaging with customers on Facebook helps build a loyal community around your dealership. Regular interaction and responsiveness can enhance customer satisfaction and foster long-term relationships.
Integrated Advertising Solutions: Big Time Advertising offers integrated solutions that combine Facebook ads with other marketing efforts, ensuring a cohesive and effective advertising strategy.
Facebook Algorithm FAQs
What is the Facebook algorithm?
- The Facebook algorithm is a set of rules powered by machine learning and AI, determining the content shown to users based on personalized relevance.
How can you work with the Facebook algorithm?
- Focus on creating engaging, high-quality content that resonates with your audience. Engage actively and collaborate with influencers and employees.
How do you improve your algorithm performance?
- Create engaging content, encourage interaction, collaborate with key figures, and monitor analytics to adjust your strategy.
Can you reset the Facebook algorithm?
- While you can't reset it entirely, you can customize your feed by adding favorites, snoozing, or unfollowing accounts. Use in-feed options to signal preferences to the algorithm.
Manage your Facebook presence alongside your other social media channels. From a single dashboard, we can schedule posts, share videos, engage your audience, and measure the impact of your efforts.
-Terry MacCauley, CEO
Big Time's Chris Jackson
Featured in Texas Dealer's June Issue
At Big Time Advertising, we highly value our relationships and place significant importance on on-site visits. Last week, we had the pleasure of visiting Byrider San Antonio West & South. Together, we gained valuable insights and are optimizing for continued improvement, SELL MORE CARS.
