It’s Not You…It’s Them
How Facebook’s New Algorithm is Impacting Your Social Media Marketing Efforts
As a business owner, you must know about the changes in Facebook’s Algorithm. It’s not you…it’s them. Have you noticed a significant shift in the type of content appearing in your Facebook feed? Ads and sponsored content are likely pushing out the posts you wanted to see from friends, family, and pages you chose to follow. These changes may feel unsettling for business owners, but understanding the "why" behind them can help you adapt and succeed in this evolving landscape.
Facebook’s algorithm is the system that determines what content appears in a user’s feed and in what order. Over the years, the algorithm has undergone numerous updates, each aiming to refine the platform’s functionality and align with Facebook’s broader goals.
The most recent update has two primary characteristics:
Increased Focus on Suggested Content Facebook is leaning heavily on machine learning and artificial intelligence to recommend content users haven’t explicitly followed or liked. This includes reels, posts from pages you’ve never interacted with, and topics you might find interesting based on your browsing habits.
Boosted Sponsored Content Sponsored content—paid advertisements—is now more prominent. Businesses investing in Facebook ads are likely to reach a larger audience than before, but this comes at the cost of organic (non-paid) reach.
The reasoning behind these changes is clear: Facebook wants to maximize engagement and keep users on the platform longer. They are hedging on thinking they know you better than you know yourself. By showing people content tailored to their preferences—even if it’s not from their immediate circle—Facebook thinks it can maintain its competitive edge in an increasingly crowded social media space.
For users, the shift means seeing fewer posts from their immediate friends, family, and favorite businesses and more content that feels algorithmically curated. While some users appreciate discovering new creators or businesses, others may feel disconnected from the personal connections that originally defined Facebook.
From a business perspective, this shift creates both challenges and opportunities. On one hand, your organic posts might not reach your followers as reliably as before. On the other hand, if your content is engaging and relevant, it has a better chance of reaching new audiences through Facebook’s recommendations.
What Business Owners Need to Know
Organic Reach is Declining
Organic reach, or the number of people who see your unpaid posts, has been decreasing for years. With these new changes, ensuring your posts reach your followers is even harder. This means businesses must get creative to maintain visibility or invest in paid search and ads. Our best advice to improve your organic results:
Focus on quality content, especially things that might spark conversation or engagement. Encouraging your audience to interact will help with traditional vanity metrics of likes, comments, and shares. The Facebook algorithm leans into this.
If you are not yet using Stories and Reels in your mix, it is time. These are being heavily promoted by Facebook. And, short and engaging video comment is more likely to appear in your followers’ feeds. There is a bonus with Reels- your content may resonate outside of your current followers as well and help you build new audience.
Post consistently. This keeps your page active and your audience engaged.
Advertising is Becoming Essential
With organic reach declining, businesses must consider paid advertising as a core part of their Facebook strategy. Sponsored content now has a better chance of reaching your audience than organic posts alone. Our best advice:
Set a budget. Start slow and test and learn, then optimize
Use advanced targeting to ensure your ads reach the right audience
Use the right creative to call in the right audience and to weed out the wrong audience
Creative Strategies for Thriving in the New Facebook Landscape
Video content, especially short-form formats like Reels, is currently a major focus for Facebook. Videos are engaging, shareable, and favored by the algorithm. Post tutorials, behind-the-scenes footage, or product showcases. Keep videos concise and add captions for users watching without sound.
Storytelling helps create an emotional connection with your audience. Share real stories about your business, team, or customers to build loyalty and trust.
Balance promotional videos with educational/helpful content (even if it is not about your product or business).
I’m Mrs. Brightside
Remember, the core of successful marketing hasn’t changed: understand your audience, provide value, and stay authentic. Facebook’s evolving landscape is just another chapter in the digital marketing story. With the right approach, your business can continue to thrive. Let’s talk
Working with a digital marketing agency like MK Socially lets you focus on what matters in running your business products and services. You can leave the heavy marketing lifting to us. We specialize in social media strategy, management, content creation, and other digital marketing services.
