🎧 Listen to this blog post as a Podcast instead - How the Facebook page algorithm works

🔐 Unlock the secrets to Facebook success for your handmade business! Are you pouring your heart into your Facebook business page only to be met with silence?

👉 This episode of the podcast dives deep into the Facebook page algorithm, specifically for handmade businesses like yours. Learn why your posts aren't reaching your audience (it's not you, it's Facebook!) and discover what actually works in 2025 to get your creations seen.

🧭 We'll explore how Facebook decides who sees your posts, breaking down the four key factors: engagement, relevance, recency, and relationships. Understand why organic reach has plummeted to 5% or less and why Facebook priorities personal connections and wants you to pay for ads.

🥳 But don't despair! We'll reveal the content that Facebook actually promotes, including the power of video and reels, going live, sparking conversations, behind-the-scenes glimpses, relatable content, polls, quizzes, and memes. Learn what Facebook hates, such as link posts, overly promotional content, and boring one-way posts.

💡 Discover five actionable ways to boost engagement on your Facebook business page, from asking questions to using emojis. We'll also uncover five fatal mistakes that are killing your reach, like posting too many links and ignoring comments.

🗣️ Get practical advice on the best posting strategy, including how often to post and the best times to reach your target audience. We'll also break down the ideal content mix: fun and engaging, educational value, brand storytelling, and promotional content. Plus, learn why using Facebook Stories daily is crucial.

🎬 Finally, we'll tackle the question of whether you need to pay for ads and how to use them effectively without wasting money by boosting highly engaging posts and using retargeting and lookalike audiences.

💣 This episode provides the truth bombs and motivation you need to navigate the world of handmade business on Facebook, helping you turn your passion into profit by understanding and working with the algorithm, not against it. Tune in now and take your shot at becoming a handmade boss!

Feeling Like Facebook Isn’t Showing Your Posts to Anyone? Here’s What’s Really Going On 

You pour your heart into a post, hit publish… and then crickets.

If you’ve ever wondered whether Facebook is just hiding your page from the world, you’re not alone. But don’t give up yet. The Facebook page algorithm can work in your favour — once you understand what it’s actually trying to do.

In this blog (and in this podcast episode), I’m breaking down how the algorithm really works in 2025 and what you can do to give your handmade business page a better shot at being seen.

What Is the Facebook Algorithm, Really? 

The Facebook algorithm decides which posts get shown to which people — and in what order. Its main goal? To keep people on the platform as long as possible by showing them content they’ll enjoy, engage with, or find useful.

So, if your content gets good engagement (likes, comments, shares, clicks), Facebook sees that as a good sign and pushes it out to more people.

If it doesn’t get much engagement early on, it kind of… fizzles out.

But here’s the good news. You can work with the algorithm instead of feeling like it’s working against you.

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3 Key Things the Algorithm Looks For 

1. Engagement 

Posts that get early likes, comments, or shares are more likely to be shown to more people. Facebook thinks, “Ooh, people like this — let’s show it to more of them.”

Tip: Ask genuine, easy-to-answer questions in your captions. Use calls to action like “What do you think?” or “Which one would you choose?”

2. Relevance 

If your content matches what your audience usually engages with, Facebook will prioritise it. That means consistency matters — in both your niche and the type of posts you share.

Tip: Stay within your lane. Post about your products, your behind-the-scenes process, your story, your customer experience — not random viral trends that don’t fit your brand.

3. Content Type 

Facebook tends to favour video, especially short-form video. But that doesn’t mean you can’t succeed with photos or text posts — it just means you might need to mix it up.

Tip: Try short videos showing your process, packaging orders, or talking to the camera about your products. Keep it casual and real.

How to Improve Your Reach on Facebook Without Burning Out 

Let’s be honest — you’re already juggling a lot. So here’s how to work smarter with Facebook, not harder.

✅ Post 3 to 5 Times a Week 

You don’t need to post daily. A few consistent, high-quality posts per week are better than posting every day just for the sake of it.

✅ Use Insights to Learn What Works 

Check your post insights once a week to see what’s getting the most reach or clicks. Do more of what works. Ditch what doesn’t.

✅ Repurpose Content 

If a Reel did well on Instagram, post it on your Facebook page too. If you wrote a great caption for your email list, tweak it slightly and post it on your page.

✅ Don’t Just Post — Respond 

When someone comments, reply. When someone shares, thank them. The algorithm loves two-way conversations.

Facebook Page vs. Facebook Group — Do You Need Both? 

Short answer: No, not unless you want to manage both. Pages are public and great for visibility. Groups are more intimate and great for community building.

Start with your page. Get confident there first. Then, if you want to take it further, you can always create a group later.

Final Thoughts: Don’t Panic About the Algorithm 

The algorithm isn’t out to get you — it just rewards the kind of content that keeps people on the platform. If you focus on sharing helpful, interesting, and relatable posts that your ideal customer would actually care about, you’ll be on the right track.

You don’t need to go viral. You just need to be visible to the right people.

🎧 Want the full breakdown? 

Listen to the episode: How the Facebook Page Algorithm Works

Need help turning your posts into something the algorithm loves? If you’re in Social Media Sidekick, your monthly templates are already built with this in mind — so you don’t have to figure it out alone.

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👋 Welcome everyone! My name is Steph, I've been running my handmade business full time on Etsy since 2016, and I'm here to help you! 

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