Facebook algorithm 2026: What changed and what to do now

Your followers don't "owe" you distribution anymore. Facebook is now a recommendation engine with a social layer, not a social feed with a little AI sprinkled on top.

If your posts look like 2018 (link drops, generic promo, "like if you agree"), you're training the machine to ignore you. Let's fix that.

What happened

Facebook no longer runs on one feed or one set of rules. It runs multiple ranking systems that collaborate: connected content (people, Pages, and Groups you follow), recommended content (people you don't follow yet), plus paid placements. The first two are algorithmic and personalized.

Under the hood, the pipeline is consistent across formats: collect all eligible posts, read thousands of signals (your behavior and the post's behavior), predict what you'll value, then score and mix the feed so it feels fresh. Stories, Reels, Feed posts, and Groups each have their own signal weights. DMs and past interactions count more than most creators think.

Recommendations now carry stricter filters than the main feed. Meta's Community Standards still remove outright violations, but the separate Recommendations Guidelines quietly down-rank "borderline" content: clickbait, engagement bait, iffy health/finance claims, low-quality link-outs, vague or non-transparent news, and anything fact-checked as misleading. Posts can remain on your Page yet be blocked from discovery to non-followers.

Format priorities shifted. Meta's own reporting in the past year shows the vast majority of what U.S. users actually view on Facebook contains no external link. In late 2025, Meta also said it boosted the presence of same-day Reels in feed by roughly 50% - a clear nudge toward fresh, short video. Reels under ~90 seconds are eligible for more surfaces across the app.

Translation: native-first, conversation-worthy posts rise. Low-quality link-outs and "vote in the comments" fluff sink.

Why creators should care

Distribution is now earned at the post level. The old "I have followers, therefore they see me" logic is gone. Facebook increasingly recommends content from accounts you don't follow - great for discovery if your posts fit the rules, brutal if they don't.

Attention compounds in DMs and comments. The system heavily predicts who you'll talk to next. When your posts trigger substantive replies, you train the graph to bring your stuff back to those people - and people like them.

Monetization follows native consumption. When most views stay on-platform, you win more by packaging value in the post (or video) itself and using links sparingly and thoughtfully. Ads on Reels and in-stream video share revenue only if you get reach; reach follows relevance.

Workflow matters. Insights and analytics now live primarily in Meta's Business tools. If you're not reviewing watch time, comment quality, and negative feedback on a weekly cadence, you're piloting blind.

The mentor take

We've reviewed hundreds of creator accounts the past two years. The pattern is boring and consistent: creators who ship native-first content, spark real replies, and publish on a reliable cadence grow - even in crowded niches. Creators who lean on link drops, contests, and "sound off below" bait plateau, then convince themselves they're shadowbanned.

Also, Reels are the fastest on-ramp to new eyeballs right now. Not because video is magic, but because Meta is throwing inventory at it. Make the algorithm's job easy: tight hooks, clear topic signals, and endings that don't waste time.

What to do next

1. Go native-first for 30 days. Post value in the post. If you must link, ensure the destination loads fast, isn't ad-junky, and genuinely extends the story. Track hide/report rates - one cranky signal can erase 50 likes.
2. Ship two Reels per week with clear topic signals. Front-load context in the first 2 seconds, keep most between 20-60 seconds, use on-screen text, and end with a specific prompt that invites a real reply (not "thoughts?" but "What did I miss about X?"). Repurpose to Instagram/Shorts after you upload natively to Facebook.
3. Engineer conversations, not clicks. For every post, pre-write a comment you'll drop to seed discussion, then spend 20-30 minutes replying thoughtfully. DMs and replies are ranking fuel. Aim for depth over volume.
4. Audit your last 20 posts. In Meta's insights, check: average watch time (Reels), completion rate, meaningful comments vs one-word replies, and negative feedback. Kill the formats that attract low-quality engagement; double down on the two that produce saves/shares.
5. Stay recommendation-eligible. Re-read Meta's Recommendations Guidelines. Purge engagement bait, sensational health/finance claims, and vague "news" without clear sourcing. If a post's main goal is "juice the numbers," it's probably hurting discovery.