The Facebook Algorithm Has Changed (Again), Here’s How Your Business Can Keep Up

If you’ve been using Facebook for your business and feel like you’re shouting into the void lately, you’re not imagining it. Fewer followers are seeing your posts. Group visibility is down. You might even wonder if Facebook is still a valuable tool for reaching your customers.

The short answer: Yes, but only if you adjust your strategy.

Meta’s Facebook algorithm has shifted toward something called a “discovery engine.” That means Facebook is no longer prioritizing posts from people and pages users already follow. Instead, it’s showing them content based on interests, behavior, and data signals. For business owners, that changes everything about how you should show up on the platform.

Let’s break down what actually works for Facebook business pages in 2025—and how to stop wasting time on what doesn’t.

You Don’t Need to Post Every Day

Let’s start here: 2–3 well-thought-out posts per week is plenty.

More posting doesn’t equal better reach anymore. In fact, when you post too often, your new post can cannibalize the reach of the one before it. Instead of pushing out content for the sake of visibility, focus on posts that are clear, valuable, and aimed at the right people.

If you’re doing your own marketing (and not outsourcing to a team), that’s good news. You can stop trying to be a content machine and get back to running your actual business.

Focus on Reels—They Still Get the Most Reach

If you’re sticking to organic growth (no ads), Facebook Reels are still the best-performing content format. You don’t need to post multiple times a day—once or twice a week is enough to stay visible.

Just remember: Meta’s algorithm prioritizes text to understand what your content is about. So don’t skip the caption. Use your words intentionally, and make sure the post clearly explains who it’s for and what it’s about.

Want to Grow? Ads Are the Shortcut

We’ve officially entered a pay-to-play era again. And honestly, if you’re trying to get actual business results, running ads is your best bet.

That said, don’t just boost posts. Boosting might feel easy, but it’s often a waste of money. It’s designed for beginners, not for business owners who want real results. If you’re not using Meta Ads Manager, you’re missing out on:

• Advanced targeting options
• The ability to run multiple campaigns for different audiences
• Better data tracking and reporting
• Retargeting people who’ve visited your website

And yes, retargeting works. You can show ads to people who’ve interacted with your business before—even if they never signed up for your list.

Facebook’s Discovery Engine Is for Strangers, Not Your Followers

Here’s the biggest shift: Your followers are no longer your primary audience.

Facebook’s AI engine is now pushing your content to people who don’t know you yet based on interests and behavior. That’s great for getting discovered, but it also means your actual followers may no longer see your posts unless they go looking for you—or unless you run ads.

If you want to stay connected with your audience, make sure you’re collecting email addresses and building your own list. That way, you’re not entirely dependent on Facebook’s algorithm to stay in touch.

Organic Tactics That Still Work

Some tactics are still getting solid reach—here’s what’s worth your time:

• Reels (especially when paired with a strong caption)
• Short “note-style” status updates with colored backgrounds
• Carousel posts on Instagram and Facebook
• Stories that link to a deeper piece of content or external page
• Going Live—Facebook still prioritizes live video at the moment, even though it now deletes lives after 30 days (so download and re-upload your videos to keep them alive!)

If you’re adding links to your posts, put them in the first comment, not in the post itself. It helps with visibility and avoids getting penalized by the algorithm.

Rethink Your Hashtag Strategy

Stop using five branded hashtags and one generic one. It’s not helping.

Instead:

• Use hashtags that your ideal customers might actually search or scroll
• Keep them in the 1,000 to 1 million use range
• Think about where your people are—not just what you’re posting

Some examples:

• Location-based: #VancouverWomenInBusiness
• Community-based: #SmallBusinessBC
• Interest-based: #WellnessEntrepreneur

And yes, check your hashtags regularly. Just because something was working six months ago doesn’t mean it still is. We keep running hashtag lists per client inside Trello, and we review them often.

Views Can Be Misleading

Here’s something frustrating: One “view” on Facebook can be as short as one millisecond. It takes 13 milliseconds just for your brain to process what you’re seeing. So if you’re relying on views to measure success, it might be time to shift focus toward clicks, comments, or email signups instead.

Final Thoughts: Navigating Facebook’s Algorithm Changes in 2025

These are our thoughts about the Facebook algorithm and how we’re navigating the new changes in our business strategies that you can use in yours too.

To recap:

• Post 2–3 times per week, max
• Focus on reels and video content
• Write strong captions to support discovery
• Use Ads Manager, not the boost button for results
• Retarget and track everything with a pixel
• Build your email list so you’re not at the mercy of the algorithm

And if you’re wondering which scheduler is best for managing your posts, we are too! We’re currently on the lookout for a social media scheduler that fits our needs, preferably something that can schedule comments. If you know one that you swear by, please tell us in the comments.

Check out our other blog posts and follow us on socials for more tips on social media strategy and running your business in the digital age. We also offer a range of social media training. Book a call with us to learn more and see how we can support your business.