How to Change the Facebook Video Algorithm

You can’t pull a lever and reprogram the Facebook video algorithm, but you can absolutely make it work for you. By understanding what it rewards and consistently delivering that type of content, you can effectively train the algorithm to favor your videos and push them to a wider audience. This guide walks you through the practical, no-fluff strategies to stop fighting the algorithm and start making it your brand's biggest fan.

Understanding the Machine: What Facebook’s Video Algorithm Rewards

Before you can influence the algorithm, you have to understand its goals. A decade ago, it was all about clicks and views. Today, it’s far more sophisticated. Facebook has one primary objective: to keep users on its platforms for as long as possible by showing them content they find enjoyable and meaningful. To do this, its video algorithm prioritizes a few core signals.

Three Main Signals That Drive Video Reach

Think of the algorithm as a picky producer deciding what makes it to prime time. It’s looking for hits, and it judges them based on these criteria:

• Viewer Retention &, Completion Rate: This is a massive one. The algorithm cares less about a simple "view" and more about how much of your video people actually watch. A video that holds someone’s attention for 60 seconds is far more valuable than one they scroll past after three. For shorter videos like Reels, a high completion rate - the percentage of people who watch until the very end - is a powerful signal that your content is high-quality.
• Engagement &, Meaningful Interactions: Not all engagement is created equal. A "like" is good, but a comment is better. A share is even better than that. Facebook specifically looks for what it calls “Meaningful Social Interactions” (MSI). This means content that genuinely sparks a conversation among users. Videos that get people talking in the comments section tell the algorithm that your content is creating a real connection.
• Loyalty &, Intent: The algorithm loves creators who can reliably bring people back to the platform. If users actively search for your page, turn on notifications for your videos, or consistently watch your content when it appears in their feed, Facebook takes notice. This "loyalty loop" signals that you’re a valuable creator, and the algorithm will reward you with broader distribution.

Beware the Penalties: What Gets Your Videos Downgraded

Just as important as knowing what to do is knowing what not to do. Facebook’s algorithm has gotten smarter about identifying low-quality or manipulative content. Today, it actively penalizes:

• Unoriginal &, Repurposed Content: This is a big one, especially with the rise of TikTok. Posting a video that clearly originated on a different platform - like a TikTok with a visible watermark - will now significantly hurt your reach. The "Recycled Content" penalty is real. Facebook wants original material made for its platform, and it is actively demoting content it deems unoriginal.
• Passive or Low-Quality Viewing Experiences: Static images autoplaying with background music, clickbait headlines that don’t match the video content, and engagement-bait tactics ("Comment 'YES' if you agree!") are all red flags. These low-effort videos create a poor user experience and are being pushed down in feeds.

With this foundation, let's get into the actionable strategies you can start using today to give the algorithm exactly what it wants.

Making the Algorithm Your Biggest Fan: 7 Actionable Strategies

Once you understand the 'what', the 'how' becomes much clearer. The following seven strategies are practical ways to feed the algorithm all the right signals, encouraging it to show your videos to more people.

1. Nail the Opening Hook (The First 3 Seconds)

On social media, you don’t have minutes to grab someone's attention - you have seconds. The first 3 seconds of your video determine whether someone stops scrolling or keeps going. To train the algorithm, your focus should be on immediately stopping that thumb.

Actionable Hook Ideas:

• Lead with the pay-off: Instead of a slow build-up, show the exciting final result first. If you’re making a recipe, start with a beautiful shot of the final dish, not a shot of you chopping onions. Your hook could be, “Here’s how to make my one-pan lasagna that breaks the internet every time I post it.”
• Ask a provocative question: Start with a question you know your audience has strong feelings about. For a fitness coach, this might be, “Do you really need to do cardio to lose weight? The answer might surprise you.”
• Make an unexpected statement: Start by saying something that goes against conventional wisdom. A financial advisor could say, “STOP saving your money in a traditional savings account. Here’s why.”

2. Design for Muted, Mobile Viewing

The vast majority of Facebook videos are watched on mobile devices, and more than 85% are viewed with the sound off. If your video relies on audio to make sense, you’ve already lost a huge chunk of your potential audience.

How to Optimize for This Reality:

• Use Burned-In Captions: Don’t just rely on Facebook’s auto-generated captions, which users have to turn on. Add text overlays or stylize your captions directly into the video file (often called open or burned-in captions). Make them large, easy to read, and timed correctly with the audio.
• Prioritize Visual Storytelling: Structure your video so that it can be understood, at least partially, without any sound. Use text callouts, supporting B-roll footage, and clear on-screen actions to tell the story.
• Shoot for Vertical: For Reels and Stories, always film and edit in a vertical 9:16 aspect ratio. This fills the entire screen on a mobile phone and provides a much more immersive experience than a horizontal video with big black bars.

3. Spark Conversations, Not Just Likes

Remember MSI? The key to getting favor from the algorithm is to create videos that get people talking to each other. Your goal isn't just to get someone to tap a button, it's to prompt them to type out a thoughtful response.

How to Encourage Meaningful Interactions:

• End with an open-ended question: Instead of a generic "let me know what you think," ask something specific. For a travel video, try “If you could only visit one of these three spots, which would it be and why? Let’s debate in the comments!”
• Create shareable, relatable content: Great content often solves a problem, sheds light on a common frustration, or is just plain relatable. A video titled "5 phrases people managers are sick of hearing" is designed to be shared in work-related group chats. The algorithm registers that sending a video to a friend via messenger is a super strong engagement signal.
• Engage with your comments: When someone comments, reply! This not only fosters community but also doubles the comment count for that thread, sending a positive signal to the algorithm that this post is generating conversation.

4. Go All-In on Facebook’s Tools

When Facebook releases a new feature - especially a video format - it puts a lot of algorithmic muscle behind it to encourage adoption. Right now, that means Facebook Reels. But it also includes other native-to-Facebook experiences.

How to Leverage Native Features:

• Publish Facebook Reels Consistently: If you are serious about video on Facebook, you need a Reels strategy. It's the format getting the most organic reach right now.
• Use Trending Audio and Effects: Use the Reels creation tool to browse trending audio tracks and effects for inspiration. The algorithm often gives a boost to videos participating in current trends.
• Try Facebook Live: A live video generates immediate engagement in the form of real-time comments and reactions. These authentic, unpolished broadcasts are powerful loyalty-builders and send strong signals of intent to the algorithm.

5. Prioritize Originality (And Ditch the Watermarks)

As mentioned before, Facebook is cracking down hard on recycled content. You cannot build a winning video strategy by simply downloading your TikToks and uploading them to Facebook Reels.

How to Keep Your Content Original:

• Edit outside the apps: Use a third-party video editor like CapCut or Adobe Premiere Rush to create your videos. This way, you have one clean, un-watermarked master video file.
• Upload natively: Upload that clean master file directly to each platform (TikTok, Facebook/Instagram Reels, YouTube Shorts). This ensures each platform sees it as original content, which is a big deal in 2024 and beyond. It's an extra step, but it's essential for maximum reach.

6. Build Loyalty with Consistency

To really win with the algorithm, you need to turn casual viewers into loyal fans who look forward to your content. The single best way to do that is through consistency. The algorithm rewards pages that provide a reliable stream of quality content, as it teaches a predictable behavior in your followers opening the Facebook App specifically looking for your videos.

Tips for Building Consistency:

• Find a sustainable pace: Don’t burn yourself out trying to post five videos a day. It’s better to post one amazing video three times a week than to post five mediocre ones every day. Find a cadence you can actually stick to and make it a habit for your audience.
• Analyze your best posting times: Dive into your Page Insights to see when your audience is most active. Scheduling your videos to post during these peak times can give them an initial burst of engagement, helping to kickstart the algorithmic flywheel.

7. Let Data Be Your Guide

Your Facebook Video Insights are a free cheat sheet telling you exactly what the algorithm - and your audience - thinks of your content. Don’t ignore it.

Key Metrics to Watch:

• Audience Retention Chart: This is arguably your most important feedback tool. Look at the graph to see exactly where viewers are dropping off. Is there a big dip at the 5-second mark? Your hook isn’t working. Does your audience drop off when you switch topics? Maybe your pacing is off. Use this data to diagnose weaknesses and refine your video structure.
• Average Watch Time: Are people sticking around for 5 seconds or 50? A high average watch time is one of the clearest signals you can send that your content is compelling.
• Comments &, Shares: Pay close attention to which videos generate the most conversation and shares. These are your goldmines. Analyze their topics, formats, and editing styles, and create more content like them.

Final Thoughts

You don't change the Facebook video algorithm with a secret code, but by consistently giving it what it's designed to promote: engaging, original content that holds viewers' attention and sparks genuine conversation. By mastering your hook, optimizing for mobile, and relentlessly analyzing your performance data, you can build a video strategy that doesn’t just co-exist with the algorithm, but thrives within it.

We know staying consistent with video, analyzing what works, and avoiding watermarked posts across multiple platforms can be a real grind. That’s precisely why we built Postbase with a video-first mindset. From our visual calendar that lets you map out your entire video strategy, to our reliable scheduling that ensures your clips publish perfectly every single time, we designed it to handle the modern realities of social media. Our goal is to simplify the execution so you have more time to focus on creating videos that capture attention.