THE FACEBOOK ALGORITHM 2025: FROM CONTENT OPTIMIZATION TO ADVANCED AD STRATEGIES

Facebook remains the “giant” of social media in Vietnam, with 89.7% of users (We Are Social, 1/2024). It continues to be a “golden land” for businesses to deploy communication campaigns. Let’s explore the workings and new features of the Facebook algorithm in 2025!

1️⃣ WHAT IS THE FACEBOOK ALGORITHM?
It’s an AI-powered content filtering system based on thousands of signals, determining what appears on users’ News Feeds. Meta calls this “personalized ranking,” meaning each user sees a unique feed.

2️⃣ HOW THE ALGORITHM WORKS IN FOUR STEPS

1. Content Inventory: Aggregates posts from friends, groups, pages, ads, etc.
2. Signal Analysis – The key factors:
   • Poster: Accounts/pages you frequently interact with get priority.
   • Format: Videos (especially Reels) and AR have an edge due to higher user retention.
   • Engagement: Posts with more comments and shares are more likely to go viral.
   • Timing: Posting during “prime hours” increases visibility.
3. Predictions: AI evaluates the likelihood of you liking, commenting, watching a video fully, or marking it as “helpful.”
4. Scoring: Combines signals to calculate Relevance Score—higher scores rank higher on News Feed.

3️⃣ KEY 2025 UPDATES

1. Priority on “Quality” Engagement: Content sparking deep discussions (e.g., opinion polls, debates) gains an advantage. Posts with low organic engagement may see reduced reach.
2. Smarter AI: Machine learning continuously upgrades to better predict user preferences.
3. AR Content Boom: Meta pushes augmented reality, especially in education and retail. “AR will transform how businesses create interactive experiences,” Meta emphasizes.
4. Diverse Formats: Reels still dominate, but Facebook balances videos, images, and text posts to avoid monotony.

4️⃣ OPTIMIZATION STRATEGIES FOR 2025 TRENDS
✅ Conversation-Starter Content: Use open-ended questions, mini-games, and encourage user-generated stories.
✅ Consistent Posting: Maintain 3-5 posts/week for algorithm recognition.
✅ Multimedia Approach: Combine Reels, AR filters, and infographics.
✅ Two-Way Engagement: Reply to comments quickly, create polls in groups.

References:

1. “How Facebook distributes content” by Meta Facebook.
2. “2025 Facebook Algorithm: Tips and Expert Secrets to Succeed” by HootSuite Blog.