Here’s a wrap-up of what Facebook has said to marketers over the last year. I’ve paraphrased below.
FB only tells you about big updates. There are many smaller ones you don’t know about.
Each of your posts competes with, on average, 1,500 other posts. FB will prioritize 300 of those.
FB has a “high quality” algo. This is used to push stories up in your news feed and is based on over 1,000 factors.
Media sites such as Buzzfeed are rewarded by FB with greater reach, due in large part to their abilities to publish large amounts of content that generate large amounts of engagement daily.
Clicks on links matter. FB monitors them closely in hopes to understand what quality content is.
FB expects organic reach for your posts to decline (unless you get a heck of a lot better).
Get to a certain level and reach isn’t solely dependant on engagement. FB white lists sources (sites) as being high quality.
If you are a Page, don’t post a text-only status update.
For more engagement, use a link-share instead of sharing a link.
For more engagement, Pages should tag other Pages.
Stop like-baiting. Asking for a share or a like is a FB no-no.