What content works best on Facebook?

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Facebook remains a popular and effective channel for brands to reach their target audiences with influencer marketing. With over 2.8 billion monthly active users, Facebook remains one of the most used social media platforms in the world, and while we may think of Instagram or TikTok when we think of influencer marketing, knowing what content works best on Facebook is all it takes to make the network work for you. No matter your experience as a marketer, this guide can help you create engaging and diverse content on Facebook.


Key points
Facebook's algorithm calculates what content is shared, the type and frequency of interactions, when it is posted, and the engagement rate.
The different types of content that work well on Facebook are videos, images and live broadcasts, with user-generated content being especially effective.

As with other platforms, brands now work with influencers on Facebook for effective marketing. This strategy makes it possible to communicate products and services directly and immediately to the right target group. The right target group can be specifically determined from among 2.96 billion active users . These figures also make Facebook the third most visited website after Google and YouTube, ahead of Instagram and TikTok.

Last year, Facebook's total advertising revenue reached $113 billion , while commissions and additional payments generated revenue worth $2 billion. This means that Americans spend an average of 33 minutes interacting with a wide variety of content on Facebook, ranging from entertainment to political information.


Chart via Sprout Social by Statista

This brief summary of the most important Facebook statistics shows that this social network is very suitable as a platform for your next influencer marketing campaign. However, any impactful content will be of no us vp engineering email database e to you if it is not shown to the right people. Before we present the types of content and best practice tips for Facebook, let's briefly discuss the Facebook algorithm.

Understanding the Facebook algorithm
Facebook’s algorithm, like that of any platform, is a complex phenomenon that networks often remain silent about. Recently, TikTok’s algorithm has been hailed for its innovative visualization features; of course, the Chinese company, which is part of ByteDance, does not reveal exactly how the algorithm works. On Kolsquare’s influencer marketing blog, we give marketers tips on how to master TikTok’s algorithm in 2022.

As presented in a post about how to improve engagement rates on Facebook , Facebook’s algorithm is of course, as on any platform, a form of AI that controls what content is shown to which users and when. The AI ​​calculates various factors personalized to each user.

Since the network's launch , Facebook has updated and improved its algorithm several times, recently focusing on evaluating the credibility of news articles to reduce fake news on the platform and maintain its status as a trusted news source.

In 2022, we identified four key elements that influence Facebook's algorithm: what content is shared, the type and frequency of interactions, the timing of the post, and the engagement rate . The algorithm thus calculates the likelihood that profiles will interact with the content displayed and thus determines the relevance of each post.