If you’re a business owner or marketing professional, you must stay up-to-date on the tools. Recently, Facebook announced that it’s changing its algorithm to prioritize content that keeps users engaged for longer periods. This shift mirrors TikTok’s algorithm, which is notorious for its user engagement capability. No, we aren’t going to give you a magic formula for using short-form videos on Facebook—mainly because there isn’t one. However, there are some things you can do to set yourself up well on the platform.
TikTok-ification of Facebook is a thing
What do we mean when we say “the TikTok-ification of Facebook’s algorithm”? Simply put, Facebook’s Reels borrow many features that have made TikTok popular. This is partially because TikTok has been crushing Meta products in engagement and a strategic play to keep up with the short-form video demand across social platforms. For example, Reels announced Sound Sync, which allows users to auto-sync audio with footage as they do on TikTok, and the ability to add voiceover to videos.
What does this mean for businesses?
If you’re using Facebook Reels for marketing, this latest algorithm change should be music to your ears. After all, engagement is one of the key metrics that marketers rely on to gauge the success of their campaigns. That said, simply producing quality content isn’t enough—you also need to make sure that you’re promoting your content in a way that encourages users to like, comment and share it. Facebook is now algorithmically favoring shorter videos in the News Feed to keep users engaged.
The pros and cons of short-form video
Remember that Instagram, a Meta property, has already prioritized video above everything else. More feed space is given to videos, which are being pushed ahead of still images. However, short-form video is a priority everywhere, not just on Instagram! Instagram Reels are also usable on TikTok and Facebook, and it’s totally okay to create content to send to all three.
Reels are still basically the Wild West on social media—which can be good or bad. On the one hand, they give businesses an opportunity to connect with users in a very human way. Consumers crave authentic connections with the brands they support; a little authenticity can go a long way. On the other hand, they’re hit or miss. You are at the mercy of the algorithm to make your content successful, and if a video hits the wrong audience, there’s not much you can do about it. Additionally, video editing can be a heavy lift if your team doesn’t have the skillset, and you can sink a lot of time into something with unpredictable results.
As with anything in business, it’s important to weigh the risk and reward carefully before deciding whether or not jumping on the Reels train is right for you. Be sure to check out our post on best practices when using Instagram Reels.
What can you do?
It’s important to be strategic about reaching your target audience.
Don’t blindly chase trends—use them when you can do it well and make it relevant. The most important part is serving your audience and growing engagement, not just racking up views that may not help you or your audience in any way. Social media can be unpredictable, no matter how much you plan, how well you execute, or how diligently you measure. Sometimes your content goes viral, and sometimes it doesn’t. Even the savviest social media marketers can struggle to maintain a consistent stream of success. But that’s okay because, with a realistic perspective on the wins and losses that come with social media, you can put your effort into the things that matter.
Facebook is serious about competing with TikTok for user attention—and it’s a necessary business decision. They’re in the business of keeping people on their site, so it’s not likely to change until user preference shifts.
So the bottom line is this: if you want your content to be seen by more people on Facebook, you need to focus on engagement. Facebook Reels for marketing are just not optional anymore.
Our AI-powered social media platform can seamlessly post to social media platforms so that you don’t have to worry about having some posts daily. You can even track which posts are doing the best so you can create more of that kind of content. Contact us today for a demo!