What Is the Facebook Algorithm? The Latest Algorithm Changes

Have you ever wondered why some Facebook posts get high engagement while others flop? Or worse, why accounts get locked or banned from running ads for violations Facebook’s advertising policies,… The answer may lie in the Facebook algorithms. If you do not yet understand what the Facebook algorithm is and which factors affect it, this article is for you. Let's MONA Media look at the latest Facebook algorithm changes in 2025 below. 

What is the Facebook algorithm?

Facebook's algorithm is a multi-dimensional system with highly complex rules, used to rank and decide which content appears in a user's News Feed. The main goal of the FB algorithms is the best possible experience, by delivering relevant content that matches what users are looking for. 

Put simply, instead of showing users all content, the Facebook algorithm works like a filter that sorts and selects content type, freshness and relevance based on the activity of the a Facebook account person who has interacted. 

What drives the Facebook algorithm

The Facebook algorithm is constantly being changed by the Meta team (Facebook's parent company). They improve it to connect Facebook users with the best content. Even with many removals and adjustments, the algorithm still runs on 4 main factors below.

Relationship 

Considered one of the basic factors in how the new Facebook algorithm decides which content reaches users. Facebook generally prioritizes and ranks content by the user's level of interest, specifically:

• Interaction between the viewer and the poster: the Facebook team evaluates actions such as likes, comments, shares, link clicks and video views. 
• Mutual friends between the poster and you: Facebook prioritizes posts from people who share friends with you. 
• Shared groups between you and the poster: the algorithm prioritizes posts from groups you have joined. 

Quality 

“Content is king” still holds, and Facebook is no exception. A post with quality content gets shown more on the platform based on these criteria:

• Post engagement: Engagement is judged by views, likes, comments and shares. Posts with more interaction are more likely to be shown. 
• Originality and uniqueness: New, creative and original content is shown more often by Facebook. 
• Content type: People now spend more time on dynamic, interactive and audio content. The Facebook algorithms prioritize video and images over long text posts. 

≫Read more: How to write Facebook ad copy matching customer insight

Signals

These are the signals the Facebook algorithm uses, based on user interaction, to distribute content. Specifically: 

• User actions such as liking, commenting, sharing and clicking to view content.
• How long a user spends viewing a post. 
• The devices, such as phones and computers, that the user uses to access Facebook.

Besides these, the following actions also affect the Facebook algorithm: 

• Frequently hiding posts from a source: If you often hide posts from certain people, their later posts will be shown less in your News Feed. 
• Frequently reporting posts: For posts you keep reporting, Facebook will review them and may remove them. 
• Constantly skipping posts from a source: Facebook will limit how often it shows posts from sources you often skip. 

News Feed settings

Facebook always puts user experience first, and it relies on each user's News Feed settings to distribute suitable content.

• The user's preferences for the type of content they want to see.
• Hiding content or blocking other accounts or pages.
• You can choose to prioritize content from friends, groups, pages or everyone. 
• You can choose to prioritize the newest content or the content with the most engagement. 

How does the Facebook algorithm distribute content? 

The Facebook content distribution algorithm uses different factors depending on where the content is posted. Here is an overview of how the Facebook algorithms work on personal profiles, Fanpages and Groups.

Facebook algorithm on profiles

Content shared by newly connected friends is prioritized in your feed over content from older friends. The new Facebook algorithm also mainly shows content from friends you interact with often. It also lets users find each other if they like or interact with an earlier post. 

Algorithm on Fanpages

For those doing business on Fanpage Facebook, note that the Facebook algorithm only shows your posts to roughly 5 – 20% of the users who like, comment on or share your content or have messaged the Fanpage. Sellers who interact often with customers on the Fanpage also get their content shown better. 

Algorithm in groups

Content posted by group admins and moderators is shown ahead of content from regular members. Typically, 50 – 80% of members in a group see each other's posts. If posts in the group reach well, your friends may see and interact with them. 

Latest changes to the Facebook algorithm in 2025

Algorithm updates happen because running Facebook ads runs on AI-based calculations, so it keeps changing to optimize content and give users the best experience. Below, MONA has summarized the latest Facebook algorithm updates.

Limiting inappropriate content

The Facebook algorithm restricts content such as clickbait, fake news and other inappropriate content in the feed. Facebook uses machine learning to filter and remove it, and users can report restricted content to help remove it faster.

See also: Words banned in Facebook ads

Pushing video and reels 

Facebook is prioritizing video, and especially reels, in users' News Feed to compete with platforms like TikTok and YouTube. Creators can take advantage of this trend to make content that draws viewers to their channels. 

Encouraging comments and interaction between users

For one of the most popular social platforms today, Facebook rates user interaction highly. So the Facebook algorithm will also judge posts on the following criteria:

• Prioritizing posts with many comments: Posts with many comments and user interaction are shown first.
• Making quality comments more visible: High-quality comments that get many likes are pushed up and become easier to see.
• Encouraging group discussion: Facebook encourages discussion in groups and communities to increase interaction among members.

Read it now: How to increase Facebook engagement that you should not overlook

Prioritizing content from family and friends

Posts from family and friends are shown first, so users see content from the people they care about most. The aim is a more personal environment for connection and interaction on Facebook. 

Giving users transparency and control over their data

Facebook gives users more information about how their data is collected and used. Users have access to tools to control their personal data, including managing privacy and deciding who can see their content. Facebook regularly publishes reports on its data processing and user privacy protection.

Tips for adapting to the new Facebook algorithms 

Adapting to changes in the Facebook algorithm takes flexibility and constant updating. Here are some tips to help you get used to the current FB algorithms.

• Create quality content: Creative, original content using images, video and reels will attract more viewers. 
• Use a variety of content: Besides text, video and reels, livestreaming is also a good way to boost engagement on your channel. 
• Optimize posting times: Research and identify best times to post on Facebook, the times when your audience is most active, so your posts reach as many users as possible. Use management tools social media to schedule posts and optimize posting times.
• Use the analytics tool: Use the Facebook Audience Insight and other analytics tools to track the performance of your content and campaigns. Use the analytics data to adjust your content and advertising strategy so it keeps up with algorithm changes.

Facebook is a channel that many businesses and individuals choose to publish information and products and promote their brand to target customers. Understanding what the Facebook algorithm is will help you avoid spam and banned content and get your channel in front of more users. We hope this article from MONA Media has helped you get up to date on the latest Facebook algorithm for use in your future marketing strategies. And if you are looking for a reliable provider of Facebook advertising services that fits every budget, even the hardest industries, contact MONA Media through HOTLINE 1900 636 648 for detailed support.