How The Facebook Algorithm Really Works

How the Facebook Algorithm Really Works – And How You Can Create Content For It

If you’re running a business page, chances are you’ve thought the social media algorithm is against you or that you have been ‘shadow banned’.

You’re posting regularly, following trends, maybe even boosting some posts but still have low reach, low engagement and few results.

The truth is the algorithm isn’t hiding your posts on purpose, but it is selective. Once you understand how the Facebook algorithm works, you can adjust your approach and get better results.

How Do Facebook Algorithms Work?

The Facebook algorithm decides what posts appear in each user’s feed based on what they’re most likely to engage with and enjoy.

Over the years, Facebook has shifted from simply showing posts in chronological order to prioritising relevance and engagement. Today, it’s all about keeping users on the platform longer by showing them content they care about which means your content must resonate to earn organic reach.

Common reasons for low reach on Facebook:

1. Engagement

Facebook prioritises content that gets likes, comments, shares, and reactions initially after posting.

If your content sparks interaction, Facebook sees it as valuable and shows it to more people. If it doesn’t perform quickly, the reach stalls.

2. Relevance

Facebook’s algorithm looks at what individual users have engaged with in the past, which pages they follow, and what topics they care about.

If your content isn’t aligned with your follower’s interests, even a well-designed post can struggle to get reach.

3. Consistency

Business pages that post regularly and maintain an active presence tend to perform better.

Irregular posting gives Facebook less reason to surface your content.

Why Your Facebook Posts May Not Be Getting Seen

Common reasons for low reach on Facebook include:

Low initial engagement

• Facebook tests your post with a small portion of your audience first. If it doesn’t perform quickly it can reach a stand still.

Content mismatch

• If your content doesn’t resonate with your audience, they won’t engage, and Facebook won’t promote it further.

Irregular posting schedule

• Sporadic posting limits reach. Consistency matters.

Overly promotional content

• Facebook downranks posts that look like ads unless you’re paying to promote them properly.

What You Can Do About It

You don’t need to fight the algorithm, you can work with it.

Here’s some key takeaways on what you can do:

Post content that invites engagement.

• Ask questions, start conversations, and encourage comments or shares.

Know your audience’s interests.

• Understand what topics, visuals and formats your followers want to see. Relevance drives engagement.

Post consistently

• Stay active. Facebook favours businesses that post regularly and keep their community engaged.

Use Facebook tools

• Native video, reels, polls and stories tend to get better reach than external links or reposted content.

Balance organic and paid

• Even with a strong organic strategy, some paid promotion can amplify reach. Strong content should come first.

Get advice or guidance from a digital marketer

• If you’re unsure where to start or don’t have time, working with a marketing agency can help you develop a tailored strategy and manage your content more effectively. An agency can provide insights on audience behaviour, content formats that work best, and timing so you’re not guessing what to post or when.

This isn’t just about improving a single post’s performance. It’s about building an overall Facebook strategy that consistently attracts the right audience, encourages meaningful engagement, and supports your wider business goals.

Let Us Sort This For You

At NinetyBlack, we help New Zealand businesses understand and work with the Facebook algorithm, not against it. So your content achieves better reach and results.

Ready to improve your Facebook? Get in touch with our team today!