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Facebook News Feed change and its impact on your social strategy
Facebook News Feed change in March 2025 saw the platform rely more heavily on AI-powered ranking to prioritise meaningful engagement. This move aligns with Meta’s global algorithm updates aimed at rewarding posts that generate 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 to 2020) | 2025 scenario |
|---|---|---|
| Page organic reach | About 10 to 16% (2012), <2% (2024) | Typically <1%; longer video and original content favoured |
| Preference boost | “Angry” or “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: mix of Reels, AR, Stories, and static posts |
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 a strategy, targeting, and creatives 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?
- Email us at grow@purplexmarketing.com
- Visit our contact page
- Call us on 01934 808 132
We’re ready to discuss your marketing challenge or brief. Whether you’re launching a campaign or refining your strategy, we can help you shape content that drives results.
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