This is the ultimate guide khổng lồ how Facebook chooses what to show in your News Feed, & how you can get your nội dung seen by more people.

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Understanding how the News Feed works is tough because the algorithm is always changing. So launched this retìm kiếm project for today’s 10th anniversary of News Feed, interviewing Facebook’s team members, compiling the company’s announcements, và reviewing a decade of our coverage. The result is this helpful explainer, which we’ll keep updated as new changes roll out so it’s always accurate.

The Goal Of News Feed

Facebook’s objective sầu is to select the most relevant và engaging stories lớn show in the News Feed. It wants khổng lồ choose the best content out of several thousand potential stories that could appear in your News Feed each day, và put those in the first few dozen slots that you’ll actually browse through.

These stories get ranked và shown in order of importance, from big stuff lượt thích your sibling getting married or a news article that 10 of your friends have shared, khổng lồ the average liên kết shared by brands to their websites, to lớn boring stories like a distant acquaintance RSVPing for an event.

Facebook prioritizes stories you’ll Like, bình luận on, nội dung, cliông chồng, and spend time reading, which we’ll refer to as “engagement”. Facebook also runs both online surveys and offline focus groups khổng lồ get more feedback about what stories people think should appear.

The more engaging the nội dung, the more you’ll come back to lớn Facebook, & the better it can accomplish its mission of connecting people while also earning revenue from ads shown in News Feed.


The Natural Decline Of Reach

Over time as more people và Pages join Facebook and each shares more content, there’s more competition for the limited available space in the News Feed. While people have sầu increased the amount of time they spkết thúc on the News Feed over the past 10 years, viewership hasn’t grown as fast as the amount of stories shared.

This causes a natural decline in the reach of what’s posted to lớn the News Feed, in terms of the percentage of people who see a story out of everyone eligible to see it. This is why Facebook Pages see the percentage of their followers who see their content shrinking over time. It’s an inevitable result of people sharing more frequently, rather than some conspiracy of Facebook’s khổng lồ force businesses khổng lồ buy ads.

The best way for you lớn counteract this decline of reach for your own content is khổng lồ learn what Facebook’s algorithm prefers.

The Main Factors Influencing What You See

So how does Facebook’s algorithm choose what appears in what order? It assigns each story a personalized relevancy score that’s different for each person that sees it, và puts the most relevant stories first. The algorithm takes inkhổng lồ tài khoản thousands of different signals. But here are the four main factors that decide a story’s personalized relevancy score, and therefore its visibility khổng lồ that user.


Who Posted It – The more you’ve interacted with a post’s author in the past, the more interested Facebook thinks you’ll be in their future posts. This interaction could be engagement such as Liking or commenting, but also clicking or slowing down khổng lồ read their posts, visiting their Page or protệp tin, tagging them or being tagged together in posts or photos, and many other actions on Facebook. This is why you don’t see post from old friends or Pages you haven’t interacted with in years.

How Other People Engaged With The Post – The more that other people have engaged with a particular post, the more likely that Facebook will show it khổng lồ you too. Sometimes people & Pages post boring things few interact with, so it lets them sink inlớn obscurity. But if a high percentage of people who vì see a post at first vì engage, Facebook knows it’s interesting and keeps showing it to more people.

What Type Of Post Is it – The more that you typically engage with a certain kind of post (status, liên kết, phokhổng lồ, đoạn phim, event, job change, nội dung from another app), the more Facebook will show you posts of that type. Different people enjoy different kinds of posts. I might love reading news articles, you might love watching videos. Facebook matches people khổng lồ post types so if you never watch videos, you won’t see as many.

When It Was Posted – The more recently a story was posted, the more likely you are to see it. However, Facebook also detects when you last checked the NewsFeed, and will rank older, good posts higher if you haven’t logged in since they were posted và haven’t seen them. Cheông xã every few minutes or hours, & Facebook will prioritize very recent posts. Go offline for a week and Facebook might surface a big story lượt thích your best friover having a baby even if it was posted 5 days ago.


Combined, these factors have a heavy influence on how high up in the News Feed a post appears. Over time as you interact with the News Feed, Facebook learns what you care about & evolves that understanding if your behavior changes.

There are also several other significant factors that determine what you see in the News Feed, though not as heavily as those above

How Many Others Have sầu Posted the Same Thing – Facebook creates highly-ranked aggregations of posts when lots of friends or Pages post the same thing. If a dozen friends have sầu all posted the same news article or video, Facebook assumes it’s a big khuyến mãi và displays a “Josh Constine and 11 other friends shared…” story higher up in the News Feed.

New Facebook Products – When Facebook releases a new sản phẩm such as Live video clip or Slideshows, the company needs to lớn thử nghiệm how much people want to lớn interact with it. It may initially show too many or too few News Feed stories about the hàng hóa until it receives enough feedbachồng khổng lồ learn the appropriate cấp độ of visibility.


How Ads Get Inserted

Facebook also injects ads inkhổng lồ the News Feed. These don’t replace any naturally visible post but instead just get injected in between them, pushing down the ones that come after.

Facebook uses a similar but separate ranking algorithm to determine whether you’re likely to lớn be interested in a Page or business’ ads. Facebook limits the number of ads you see, and therefore wants khổng lồ maximize the likelihood that the ones it shows you will resonate with you or get you to lớn cliông xã, since that’s how it earns more money.

The more Facebook knows about you, the more relevant the ads will be. If you fill out your profile và Like the Pages of things you care about, Facebook’s ads will become more personalized và relevant, informing you about products, apps, events, and more that you’re truly interested in.

Controlling Your News Feed

Facebook gives you both implicit and explicit ways to lớn teach the News Feed what you want to lớn see.

Implicit signals come from your normal behavior on Facebook. If you keep Liking stories from a certain friend or about a particular topic, you’ll see more of them. If you always skim past someone’s posts or never click on the stories shared by a Page, you’ll see less of them. That’s why it’s important to actually Like things you like, & not pity-Like things you don’t really care about just lớn be nice to lớn someone.


Facebook also provides explicit tools for directly telling News Feed what you do & don’t want to see. Every story has a little drop-down arrow in the top right corner that lets you:

Hide a post so you stop seeing it & see fewer stories similar lớn itUnfollow the author so you don’t see any more of their postsSave the story for later, which tells Facebook to show you more posts similar khổng lồ itTurn on notifications, so you’re alerted of future posts by that author

There’s also a See First option available in the News Feed settings. This lets you piông chồng people or Pages whose posts you always want to see at the top of your News Feed, which can be useful for staying informed about a loved one, best frikết thúc, favorite brvà, or your own business.

An Updated List Of News Feed Algorithm Changes

Facebook is constantly tweaking the News Feed. It adapts to prevent people from gaming or tricking the system, embrace new truyền thông media types, và correct flaws that lead people to lớn see things they don’t care about. Facebook publishes News Feed FYI blog posts to be transparent about the changes.


This article will adapt too. As Facebook publishes more FYIs, we’ll add them khổng lồ this menu with a short summary of what each means. That way you can keep referencing this article and share it with friends or colleagues that don’t understand how News Feed works. Here are all the News Feed change announcements so far:

High Quality Posts From Pages – Timely, relevant, from a source you trust, you would giới thiệu it or recommkết thúc it, genuinely interesting và not trying to lớn game the News Feed, not low unique or a meme, wouldn’t complain, doesn’t get hidden, complete Page protệp tin, bạn base overlaps with other high chất lượng Pages.

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More Relevant Ads – Fewer ads that other people hide, Fewer ads similar khổng lồ ones people have already hidden

Higher Quality News – More liên kết lớn high chất lượng articles, Fewer link lớn meme photos, related articles to lớn ones you clicked, highlighting stories with new comments

More Status Updates From Friends – More text status updates from friends, fewer text status updates from Pages, more liên kết cốt truyện stories from Pages, fewer text updates with embedded link from Pages

MoreStories About Topics You Like – Page posts that tag another Page may be shown to followers of the tagged Page

Cleaning Up News Feed Spam – Fewer Page posts that explicitly ask people to lớn Like, bình luận, or Share. Fewer Page posts that have already been shared by that Page, fewer spammy link that use inaccurate language or formatting lớn triông xã people inlớn clicking

Focusing On Explicitly Shared Stories – More explicitly shared stories from third-party apps and fewer implicitly or automatically shared stories

Showing Better Videos – More videos people watch and watch for a long time, more videos to lớn people who watch videos and fewer videos khổng lồ people who skip videos

Fighting Cliông xã Bait – Fewer links that don’t tell people much about what they’re clicking khổng lồ, fewer links khổng lồ web pages where people don’t spover much time & come right bachồng khổng lồ Facebook, more link lớn website pages where people spend a lot of time, more liên kết to website pages people talk about after visiting và fewer link khổng lồ website pages people don’t talk about after visiting, more stories with links shared with the liên kết format & fewer stories with liên kết in the mô tả tìm kiếm or caption of a photo lớn or Clip.

Incorporating Feedbachồng About Ads – Using surveys about why people hide ads, fewer similar ads khổng lồ ads someone hid because it wasn’t relevant to them, fewer ads shown lớn anyone that people hide because they were offensive, more heavily weighting the hides by people who infrequently hide ads

More Timely Stories – More stories that reference current Trending Topics, more stories shown soon after they’re posted if people Like them soon after they’re posted but Like them less later

More Control Over What You See – When you hide someone’s story, you can select lớn see less from that person in the future without completely unfollowing them

Reducing Promotional Page Posts – Fewer posts that solely push people khổng lồ buy a product, install an phầm mềm, enter a sweepstakes, or that reuse the exact same nội dung from ads.

Minimizing Hoaxes – Fewer posts that people flag as hoaxes or delete after posting because they are scams or deliberately false news

Showing More Content From Friends More posts from friends instead of Pages, fewer stories about friends Liking or commenting on a post, more posts from the same sources for new users without much nội dung in their News Feed

More Stories You Spkết thúc Time Reading – More stories that other people spover significantly more time looking at in their News Feed than other stories.

The See First Feature – A new feature lets you choose friends or Pages whose stories you want to see first at the top of your News Feed

Accounting For Differences In How People Hide Stories – People who hide an extremely high number of stories in their feeds including ones they’ve sầu Liked and commented on will have their hides taken less inkhổng lồ trương mục by the News Feed algorithm

Incorporating Actions Taken On Videos – More videos that people turn on the sound for, watch full screen, or watch in high definition.

Improving News Feed For Slow Connectivity – Fewer videos and more status updates và links shown to people with slow Internet connections, re-showing stories you’ve sầu already loaded if you have no Internet connection

Incorporating Reactions – More stories similar to ones you react (just as with Likes)

Surveys To Reduce Low Quality Viral Stories – Fewer viral stories that surveys say people would rather not see

Offline News Feed – When someone has slow connectivity, Facebook will re-rank previously downloaded stories by relevance và display them instead of a loading symbol

Incorporating Qualitative Feedback – More stories that surveys and qualitative sầu research show people would be likely lớn both rate highly & engage with

Matching Reactions And Stories – Over time, Facebook hopes to lớn show people more stories similar to the ones they React lớn in a certain way, so people who often use the “Haha” Reaction see more funny stories

Showing Live sầu Videos When They’re Live – More Live videos shown while they’re currently Live

Incorporating Time Spent Viewing Sites – More link to lớn Instant Articles và Smartphone web pages loaded inside of Facebook that people spend more time viewing, fewer posts in a row from the same Page

Prioritizing Friends And Family Over Pages – More stories from humans you care about, and fewer stories by businesses & news outlets

Punishing Clickbait Headlines That Mislead Or Withhold Information – Fewer news stories purposefully trick people inkhổng lồ clicking by omitting or exaggerating core details

Promoting Personally Informative sầu Stories – More stories Facebook predicts will be relevant lớn you personally because they’re related to lớn your interest, engage you in broader discussions, và contain news

Re-ranking Stories Client-Side On Slow Connections – More relevant stories shown when you have sầu a weak internet connection by re-ranking cached & new stories lớn prioritize the best ones whose photos and videos have already downloaded

Addressing Hoaxes and Nhái News – Popular, viral nhái news stories flagged by users will be sent khổng lồ third-tiệc ngọt fact checkers for evaluation. Stories confirmed as giả will be down-ranked in News Feed, và be labeled with warnings that they’re disputed. Fake news sites masquerading as legitimate publishers through domain name trickery, và articles people giới thiệu significantly less often after reading will be down-ranked in Feed as well

Re-weighting Ranking For Long Video Completion – Facebook uses percentage of a đoạn phim watched as a signal for chất lượng, but will now weight completion of longer videos more heavily since watching 75% of a 10 minute đoạn phim is more actual watch time than 100% of a 1 minute video

Promoting Authentic & Real-Time Content – Posts that are “authentic”, & not misleading, sensational, spammy, or frequently hidden will be promoted in News Feed. Posts related lớn a topic that is currently going viral in real-time because lots of people are posting about it or a Page post about it is receiving lots of engagement will be shown higher in the feed while the topic is still hot

Reducing Links To Low-Quality Sites – Websites that contain little substantive nội dung and are covered in pop-ups; interstitials; và aggressive sầu, shocking, sexual, or misleading ads will be downranked in News Feed & will not be allowed khổng lồ Facebook buy ads

Downranking Clickbait Post-By-Post In 9 More Languages – Link posts with clickbait headlines that withhold or exaggerate information will appear lower in the News Feed, & Facebook can now detect these in 9 languages beyond English.

Demoting Low-Quality Links Overshared By Spammers – Links shared by people who aggressively mô tả links, often more than 50 per day, will be shown less prominently in the News Feed as these links are often clickbait, false news, or sensational.

Displaying Related Articles To Combat Hoaxes And Polarization – Links that a lot of people on Facebook are talking about or that have sầu been reviewed by third-các buổi tiệc nhỏ fact checkers will show Related Articles before they’re clicked. These Related Articles will show alternative takes on the same topic by different news sources, or truthiness reports from fact checkers.

Prioritizing Links To Faster-Loading Smartphone Websites – Links lớn mobile sites that load quickly, including Facebook’s Instant Articles, will appear more prominently in the News Feed.

Banning Cloaked Spam Sites – Pages và accounts will be deactivated if they mô tả link or ads that point khổng lồ landing pages that use “cloaking” khổng lồ show Facebook’s nội dung moderators an innocent version of a site while showing everyone else spam, scams, và porn.

Readability To Reduce Hoax Sites – News Feed will now have a more lightweight, readable thiết kế with bigger liên kết previews that put the URL tên miền above the headline so people are more likely khổng lồ notice and avoid spoofed URLs.

Downranking Nhái Videos And Play Buttons – Pages that publisher link with play buttons in the preview thumbnail that make the post look lượt thích a native sầu video or static images uploaded as videos will have sầu their posts shown to a lot fewer people.

Blocking Ad Buys From Pages That Share Nhái News – Pages that repeatedly giới thiệu links khổng lồ articles labeled as false news by Facebook’s outside fact checkers will no longer be able khổng lồ buy any Facebook ads.

Showing Information Buttons About Publishers – Links khổng lồ news article will now include an information button that can be clicked khổng lồ see the start of the Wikipedia entry about the publisher lớn help people avoid sharing stories from phony or disreputable outlets.

Releasing Advertiser Guidelines  News outlets can now look khổng lồ Facebook’s publisher guidelines khổng lồ learn how lớn succeed in News Feed, which include sharing accurate, meaningful, and safe nội dung.

Upranking Repeatedly-Viewed Watch Shows – Facebook’s original programming Watch shows will get better feed placement if they maintain consistent viewership, or if a user follows the creator’s Page but not the Show’s page.

Adding A Snooze Button – Users can now tap the Snooze button in the drop-down arrow on a News Feed story khổng lồ hide the story’s author from their feed for 30 days, as an alternative lớn permanently unfollowing them.

Demoting Engagement Bait – Posts that shamelessly beg for clicks with calls to lớn action such as “Share with friends to win a free trip” or “Like if you’re an Aries” will get less visibility in News Feed.

Replacing Disputed Flags With Related Articles – News articles that are labeled false by third-buổi tiệc nhỏ fact checkers will no longer show red flags that can actually entrench people’s misguided beliefs, & instead show Related Articles from other sources khổng lồ give users more accurate alternate perspectives.

Encouraging Time Well Spent – In a massive overhaul lớn News Feed’s algorithm, Facebook will now show more nội dung people actively discuss through comments và shares such as posts from friends, và show less nội dung people passively consume including publicly shared publisher content, news link, & videos. Facebook’s goal is lớn increase time well spent & well-being, even at the cost of total time spent and ad views in the short term.

Promoting Trusted Sources – Facebook will survey users to lớn find out which news outlets are the most broadly considered reputable, & show more link khổng lồ these publishers và less from those people consider inaccurate or distrustful.

We’ll add more News Feed FYIs as they’re published to lớn keep this list up lớn date.

News Feed Strategy

The best tactics for appearing prominently in the News Feed end up being quite straight-forward: share things that are interesting, authentic, và resonate with your audience. That typically means visually compelling truyền thông media, funny or emotional content, và important news that’s fascinating khổng lồ a wide audience.

Avoid overly self-promotional spam, dry or long-winded nội dung, & boring looking truyền thông that only appeals to a fraction of your audience.

So before you post, ask yourself, is this actually interesting or entertaining lớn other people? Or are you just vainly bragging about your life or greedily marketing your business?

Facebook’s News Feed algorithm is complex, but the humans it serves are still pretty simple. We all just want lớn be stimulated. Do that, and Facebook will tóm tắt what you have to lớn say.