The Facebook Reels algorithm ranks Reels for each viewer based on predictions of what they will watch, enjoy and engage with. Signals include watch time, completion, shares, comments, reactions and whether viewers follow or hide content from you.
Facebook also considers relationships, such as content friends shared, and content information, such as captions and audio. Meta has said it prioritises original content from creators and reduces distribution for unoriginal, reposted material. Reels can be recommended to people who do not follow you, making them Facebook's strongest discovery format. Retention, shares and originality are the most reliable levers.
Step-by-step plan
Focus on retention with tight edits.
Encourage shares with relatable content.
Post only original videos you created.
Use clear captions and topics.
Track watch time and shares in insights.
Example: a parenting Reel asking "What's the funniest thing your kid said this week?" collects 3,000 long comments, and Facebook keeps recommending it for days.
Why this works
Facebook distributes Reels to people who don't follow you based on predicted watch time, shares and meaningful comments, and it now favours original creators over pages that repost others' clips. Monetization runs through Meta's Facebook Content Monetization program, which combined in-stream ads, Reels ads and performance bonuses into one invitation-based or apply-when-eligible system inside Meta Business Suite and the Professional Dashboard. Eligibility, payouts and available countries change frequently.
Common mistake to avoid
Focusing only on reactions. Watch time and shares usually drive distribution.
Pro tip
Facebook rewards meaningful comments, conversations between people, more than one-word replies. Ask questions that invite stories or opinions.
Check it before you post
Don't guess why your video is stuck.
Upload it to VIRAL AI to get your Viral Score, predicted views, and instant hook fixes in 20 seconds. VIRAL checks your first three seconds, pacing, captions and on-screen text against patterns from high-performing Facebook Reels videos, flags the exact moments viewers are likely to swipe away, and suggests stronger hooks you can film before you post. It is free to start on iPhone, Android and the web, so you can test every idea before it goes live.
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