Back
Facebook’s latest News Feed change and how it affects your social strategy.
In March 2025, Facebook shifted its News Feed to rely even more on AI-powered ranking to prioritise meaningful engagement. This aligns with Meta’s global algorithm updates aimed at rewarding posts that spark genuine interaction and sustained attention.
Why this matters now
- AI-driven signals: Facebook now analyses thousands of behavioural and content features. It actively surfaces:
- “Connected content” from friends, groups and pages
- “Recommended content” from new creators
- Paid ads
- Engagement quality:
- Posts that prompt comments, discussions, or longer dwell time perform best
- Short clips, quizzes, polls, live streams and Reels boost time spent
- News credibility:
- Meta now includes a “News Ecosystem Quality” score to favour original, reputable reporting over low‑quality news
Updated impact on businesses
| Metric | Historic (2012–2020) | 2025 Scenario |
|---|---|---|
| Page organic reach | ~10–16 % (2012), <2 % (2024) | Typically <1 %; longer video/original content favoured |
| Preference boost | “Angry”/“Love” reactions | AI models track completion rate, interaction, and purchase intent |
| AI discovery | Not used | AI now recommends content from unknown pages |
| Importance of varied formats | Low | High – Reels + AR + Stories + static posts mix |
Aligning with Google’s March 2025 Core Update
Google’s March 2025 core update (rolled out 13–27 March 2025) refocuses on:
- High quality & up‑to‑date information
- Strong E‑E‑A‑T (experience, expertise, authority, trust)
- Interactive formats—videos, infographics
Combine both platforms by:
- Producing original, authoritative social content linking to well‑optimised blog posts or guides
- Using interactive media on site (e.g. Reels embedded alongside in‑depth articles)
- Citing reputable sources, clear author bios, and schema markup
What you should do
- Audit your top-performing posts
- Examine engagement metrics over the last 6–12 months (comments, shares, watch time)
- Repurpose long-form content into Reels and live clips
- AI favours high completion and interactivity
- Promote meaningful conversations
- Use questions or community polls to start threads
- Diversify formats weekly
- Use a mix of static posts, Reels, Stories, and AR filters
- Boost credibility in your niche
- Cite trusted sources, showcase case studies, spotlight team with photos or expert bios
- Monitor performance & compare paid vs. organic reach
- Organic reach below 1% is the norm; consider strategic paid amplification
- Track post-reach before and after paid promotion
Summary
- Facebook now uses AI-first ranking, rewarding authentic engagement, long format, interaction and varied formats
- Organic reach remains limited—typically <1%, but high-quality content can break through via AI recommendation
- Google’s March 2025 Core update rewards trustworthy, rich, interactive content
Smarter social starts here
To stay visible on Facebook in 2025, you need more than just regular posting—you need strategy, targeting, and creative built to perform under Meta’s algorithm.
At Purplex, our social media solutions are tailored for brands that want results. Whether you’re building awareness, growing a following or driving leads, we create content designed to start conversations and convert attention into action.
Got a brief or want advice on where to start? Contact us today to speak to our social team.
This entry was posted in Purplex News
