Top Ten Tips to Beat the Meta Algorithm
Are you fed up of posting to your businesses Facebook page or Instagram account and receiving little or no engagement?
Well, it’s not you, it’s them (Meta). The Meta algorithm is constantly changing and reprioritising what to show your followers, and other users, it also has a commercial need to purposefully hold content back to try and get you to pay to get it seen.
All is not lost though; take on board some, or all (if they are appropriate for you) of these tips and you will start to see a lift in reach and engagement.
1. Get their attention
You have about one second to stop a user from scrolling and notice your post.
This doesn’t mean you need to go down the route of posting content that is purposely controversial or divisive (just for the sake of it), they have followed you so will be interested in your post if it is something that resonates with them.
Make it inviting, empathetic, of the moment.
If you are using video ensure that is opens strongly, is well-filmed and impactful.
If you are using an image, it helps if there are people in it.
2. Optimise for Shares, Not Likes
Shares are the most powerful signal across Meta platforms. They tell the algorithm that your content is valuable beyond one person and it will be shown to more people.
Try and make your content naturally shareable, this could be:
• Relatable content
• How-to tips
• Bold opinions
• Infographics and checklists
• Memes that tie into your niche
To get the ball-rolling, you can share to local or interest groups that your page is a part of (as long as the content is appropriate for that audience.
3. Make short-form video part of your content mix
The Meta algorithm is still heavily leaning towards Reels (December 2025). This is because they keep users on the platform for longer, they can be reused, and they increase user discovery.
The ideal length of a Reel is 30 seconds (anywhere between 9 and 60 seconds works well).
Ensure the content is clean and relevant and edit in-app, as this is preferred by the algorithm.
4. Use features that are part of the platforms
Meta actively rewards content that uses platform tools, such as:
• In-platform editing
• Stickers (polls, questions, captions)
• Music library
• Carousels and templates
5. Analyse what content is working
Start with sharing a variety of types of posts and content that you think will resonate with your audience: reels, carousels, infographics, stories, single image posts.
After a few weeks, look back and see what type of posts got the most engagement and see if there is a pattern.
Key metrics to monitor:
• Average watch time
• Rewatch percentage
• Retention graph
• Shares, especially early shares
• Saves
Your best-performing content already tells you what to post next.
6. Post Consistently—But Not Excessively
You don’t need to post every day.
What matters is quality, not volume.
General best practice is to post one or two Reels a week, supported by a carousel or multiple-image post and a single image post.
Stories have more freedom and can be posted to a few times a day, if you have the content, or you could be sharing other businesses content.
The algorithm will suppress spammy posting but reward steady reliability.
7. Stay in Your Niche (The Algorithm Likes Clarity)
Every random post you upload confuses Meta’s content classification system.
If you want reach, your account must have:
• A clear brand identity
• Repetitive content themes
• Familiar formats your audience expects
8. Encourage Comments
You can encourage quality engagement by:
• Asking open-ended questions
• Inviting people to share their experiences
• Using “this or that?” comparisons
• Creating content that sparks discussion
Avoid making every post a deluge of questions though or always asking for something. The urge for comment/conversation should come naturally.
9. Post When Your Audience Is Active
The engagement your post receives in the first 30–60 minutes determines how widely your post is pushed.
Check your audience insights for:
• Peak days
• Peak hours
• Time zone distribution
Post when your audience is scrolling, not when it’s convenient for you. As tempting, and necessary as it is sometime, to schedule posts it is better to post live if you can. You will be hyper-aware then of what else is going in on that moment (news, weather) and if your post will be received well or feel tone-deaf.
10. Make creative content the priority
Facebook and Instagram aren’t really the place for time-consuming long-form videos and content that looks natural and homemade often does better.
That said, it is worth spending the time to take a really nice, well-framed photo – use props to add a vibe or make a quick storyboard (even in your head) of how you want a Reel to look and feel.
A few extra minutes getting a clean shot or a well -presented video will just give it the edge. It also reflects better on your brand.
The key to success is being consistent. Post at about the same time and the frequency each week with similar content but ALWAYS be authentic to you and your brand.
Meta is looking for high-quality, engaging, relevant content that keeps users on the platform longer.
If you follow these tips, you should see measurable, sustainable growth on your social media platforms.