Facebook Video Strategy 2025: How to Master Reels and Feed Videos
26 June 2025
Facebook’s June 2025 Algorithm Update: A Complete Analysis for Digital Marketers
As part of its ongoing evolution, Facebook released a notable algorithm update in June 2025. This change significantly affects both organic content distribution and ad performance, particularly for marketers, publishers, and creators who rely heavily on Facebook as a key channel.
From how your content is classified to the way your posts are distributed and rewarded (or penalized), it is essential to understand these developments to maintain visibility and engagement on the platform.
Key Updates in the June 2025 Facebook Algorithm
1. Link Placement Now Penalized in Post Captions
One of the most immediately impactful changes is Facebook’s crackdown on link-heavy content. Starting in June, Facebook began issuing in-app warnings to users who include URLs directly in their post captions. According to Meta, such practices degrade the user experience by disrupting content flow and encouraging off-platform navigation.
How the algorithm responds:
Posts containing external links in the caption are now likely to receive significantly reduced organic reach. Facebook encourages users to place links in the comments instead.
Strategic recommendation:
- Shift your content strategy toward native storytelling.
- If including an external link is necessary, insert it in the first comment of the post.
- Pair that with compelling call-to-action copy in the post caption itself to preserve engagement.
2. All Videos are Now Treated as Reels
In an effort to simplify content types and improve discovery through AI-powered recommendations, Facebook has unified its video framework. As of June 2025, every uploaded video — regardless of format, dimensions, or length — is now classified and treated as a Reel.
What this means technically:
- All videos are now eligible to appear in the Reels feed.
- Engagement metrics like watch time, completion rate, and retention now directly influence visibility.
- Even horizontal or long-form videos are subject to Reels algorithmic ranking.
Strategic recommendation:
- Optimize all video content for Reels distribution by focusing on strong narrative openings, clear visual storytelling, and audience retention.
- Aim to capture viewer attention in the first three seconds.
- Include subtle branding and value upfront, as users tend to scroll quickly.
3. Reinforced Anti-Spam and Content Quality Enforcement
Meta has significantly improved its AI-based moderation tools to detect low-quality or inauthentic content behaviors. This includes:
- Duplicate or syndicated content reposted across multiple pages.
- Engagement bait tactics (e.g. "Like this if you agree").
- Automated mass publishing by spam accounts.
What’s new:
According to Meta, the algorithm can now detect and down-rank 20x more spam pages than before. Offending pages risk reduced distribution, removal from recommendation surfaces, and loss of monetization privileges.
Strategic recommendation:
- Avoid sharing the same content across multiple pages without customization.
- Ensure that your creative assets are original and tailored for Facebook.
- Focus on genuine value: educational content, behind-the-scenes material, and brand storytelling perform best.
Implications for Brands, Creators, and Advertisers
This update sends a clear signal: Facebook is doubling down on content quality, user experience, and native engagement.
For Brands and Businesses:
- Video-first strategy is no longer optional. Every brand must now develop content with Reels distribution in mind.
- Reevaluate your outbound traffic goals. Link-based traffic strategies need to be adapted to avoid algorithmic suppression.
- Content should serve to educate, inform, entertain, or inspire, rather than simply redirect users elsewhere.
For Content Creators:
- Focus on authentic voice and storytelling.
- Make use of comment sections for supplemental links or conversations.
- Diversify content formats: use carousels, image posts, Reels, and Story integrations to keep your page dynamic.
For Advertisers:
- Leverage Facebook’s new AI-powered creative tools to generate short-form video content optimized for Reels.
- Consider testing ad placements within Reels, where user attention is now concentrated.
- Review your organic content’s performance to inform your paid strategy — if something performs well organically, it likely will perform well in paid.
Helpful Resources and Further Reading
- Social Media Today – Facebook’s Algorithm Link Warning
- Read our full guide to Facebook video optimization strategies – Digitilians
Final Thoughts
Facebook’s June 2025 algorithm update is not just a technical adjustment — it’s a directional shift. By prioritizing original content, platform-native experiences, and creator-first distribution, Meta is continuing to reorient its ecosystem away from traditional outbound content and toward immersive, retention-driven formats.
Brands that adapt quickly will find themselves benefiting from improved visibility and deeper engagement. Those who cling to outdated tactics may see their reach and influence decline sharply.
If your business relies on Facebook as a key channel, now is the time to recalibrate your approach — focusing less on quantity and more on quality, originality, and intent.
