How the Facebook Algorithm Works for Business Posts in 2025

Facebook continues to be one of the most powerful platforms for service-based businesses to reach clients, but how your content is shown has changed dramatically. In 2025, the Facebook algorithm prioritises content that sparks authentic interactions and introduces users to posts from businesses they don’t yet follow but are likely to find relevant.

This blog explains how the algorithm works today, what types of content perform best, and practical strategies for service businesses to get found beyond their current followers.

For many business owners, posting on Facebook feels like shouting into the void. You write a post, upload a picture, maybe even a video, and only a handful of people see it. The truth is that your reach isn’t random, it’s determined by Facebook’s algorithm.

The algorithm decides what content appears in every user’s feed based on relevance, engagement potential, and timeliness. If you understand these rules, you can create posts that not only reach your followers but also extend to a whole new audience of potential clients across Australia.

Facebook wants people to spend time on the platform engaging in conversations, not passively scrolling. Posts that generate comments, replies, and shares are rewarded with higher visibility.

• If a client comments on your post, that interaction can push the post into their friends’ feeds.
• Authentic engagement raises your “relevance score,” which directly affects reach.
• Longer viewing times, such as watching a video in full, also boost ranking.

Encourage clients to interact by asking thoughtful questions, running polls, or starting conversations that matter to them.

One of the biggest shifts in recent years is that Facebook now shows users far more content from pages they don’t follow. In fact, research suggests that up to 50% of a user’s feed can be “recommended” content.

This means your posts could be shown to people who have never heard of your business but have expressed interest in similar services. For example:

• A physiotherapy clinic’s video on back pain stretches could appear to someone who has engaged with fitness and health content.
• A vet clinic’s post about pet dental care could show up to pet owners who follow animal rescue pages.

If your content is engaging and relevant, Facebook will actively help you find new clients.

Not all posts are created equal. Facebook’s algorithm takes into account what type of content users prefer. Right now, videos (particularly Reels and live streams) lead the way.

• Short-form video captures attention quickly and spreads virally.
• Live streams rank highly because they encourage real-time interaction.
• Stories are prioritised due to their temporary nature and interactive elements like polls.

Static images and text posts still have their place, but typically need strong engagement to spread beyond your core followers.

The algorithm prioritises recent and consistent content. A single post that performs well will have a limited shelf life, but a business posting regularly with engaging content signals reliability and earns more consistent reach.

For service businesses, this means:

• Post new content at least a few times a week.
• Repurposing content into different formats (e.g. a blog post ? a Reel ? a Story).
• Staying consistent rather than posting in bursts and then disappearing.

While hashtags aren’t as powerful on Facebook as on Instagram or TikTok, they still help the algorithm categorise your content. Relevant keywords in your post text, captions, and descriptions are more important.

For example:

• A financial adviser in Brisbane posting about “retirement planning in Queensland” is more likely to be surfaced to users who have shown interest in financial planning.
• A hair salon in Sydney using “wedding hair Sydney” can tap into local and topic-based recommendations.

Think of keywords as clues you give Facebook to match your content with people who care.

Facebook groups remain one of the strongest organic growth opportunities. By actively participating in local or industry-specific groups, you can reach people who may never have found your business page.

For example, a plumber might engage in a community “Home Renovations Australia” group, or a vet could contribute helpful advice in a “Pet Lovers Sydney” group. This activity signals relevance and builds trust far beyond your page’s followers.

Your visibility doesn’t just come from what you post, it also comes from how you engage elsewhere on the platform. Commenting on and reacting to other relevant pages and posts tells Facebook your business is active, which can push your page higher in relevance scoring.

This is especially useful for service-based businesses with local competitors. By joining the conversation, you get noticed not only by Facebook but also by potential clients reading those comment threads.

Boosting posts on Facebook still works well in 2025, but it’s not about throwing money at every post. Done right, boosting can help you reach new audiences beyond your followers. Done wrong, it’s just wasted budget.

The key is to be selective and strategic. Only boost posts that already show signs of life. If a post gets strong organic engagement within the first few hours, that’s a good indicator it’s worth putting money behind. Posts with no traction won’t suddenly become popular just because you pay for them.

When boosting, always:

• Set a clear goal first: are you looking for awareness, website clicks, enquiries, or bookings?
• Make sure the post links back to something useful: a service page, booking form, or website landing page with a clear call to action.
• Focus on content that converts:  short-form video, Reels, special offers, or posts designed to drive specific actions usually give the best return.
• Track the results:  measure engagement, clicks, and cost per action. If something underperforms, pause it and redirect the budget.

Think of boosting as fuel for posts that are already moving. With the right content, targeting, and a clear CTA, you’ll see far better results than boosting everything and hoping for the best.

To maximise reach, businesses should mix formats but prioritise video and interactive content.

One often overlooked aspect of the algorithm is how engagement spreads. When a client comments on your post:

• Their comment may be shown to their friends, even if those friends don’t follow you.
• If the friend engages too, the cycle continues, snowballing visibility.

This is why it’s so important to reply to every comment. Each conversation not only strengthens loyalty but also increases your post’s visibility to a wider audience.

• Ask engaging questions at the end of posts to spark discussion.
• Post consistently:   aim for three to five posts a week.
• Mix formats, with a strong emphasis on Reels, Stories, and Lives.
• Use local and service-related keywords in your captions.
• Join relevant groups and contribute genuinely.
• Boost high-performing posts to reach ideal non-followers.
• Encourage comments from clients and reply promptly.

In 2025, Facebook is no longer just about reaching your followers. With its shift towards interest-based recommendations, it is now a discovery platform where the right content can reach thousands of people who’ve never heard of your business.

For service-based businesses, this is a golden opportunity. By focusing on authentic engagement, consistent posting, and video-first content, you can work with the algorithm, not against it, to grow your audience and attract new clients.

Want to take the next step with Facebook advertising?

At Bloomtools, we work with service-based businesses to determine if Facebook paid campaigns are the right fit for their goals. When done strategically, with the right audience, clear objectives, and strong creative, Facebook advertising can deliver a significant lift in visibility, enquiries, and sales.

If you’d like to explore whether Facebook advertising could work for your business, reach out for a conversation. Together, we’ll establish the best approach to help you achieve measurable results.