PostEaseIt predicts, then tests, then expands
A new post is shown to a small slice of an audience first. How that slice reacts, through watch time, comments, and shares, decides whether it gets shown more widely. A post that performs well with its first viewers earns a wider audience; one that gets scrolled past mostly stops there.
Private shares carry unusual weight
Someone sending a post to a friend through a private message is one of the strongest signals available, since it reflects genuine value rather than a passive public reaction. It is a harder signal to earn than a like, which is part of why it counts for more.
Video that holds attention is favored, especially Reels
Video is weighted heavily in the current feed and Reels tab, and how much of a video someone watches, not just whether they clicked play, is a meaningful part of that weighting. A shorter video watched to the end tends to outperform a longer one that loses most viewers partway through.
Low-effort reposting is actively worked against
Content a Page had no real hand in creating, reposted with no context or added value, tends to be pushed down in favor of original content. This is part of Meta's broader effort to keep low-effort content out of the feed.