Would you like to get your Facebook posts seen by more people? Facebook is essentially giving us a peek at how the algorithm works, and how our content can rank higher thanks to the Distribution Score. Learn what it is and how to use it to your advantage.

What Is Facebook’s Distribution Score?
Facebook is scoring your content like a report card by showing you how well your content is performing compared to your own previous posts. Facebook describes it as, “The Distribution Score in Creator Studio shows you how each post on your Page is performing on metrics that are important for reaching more people with your content on Facebook.”

It is normally an overall positive or negative number scoring each individual Page post and it can be further broken down into categories including reactions, comments, and shares to see how well your content is ranking for each compared to your previous content.

Where Do I See My Distribution Score?
You can see your Distribution Score on some image, link and text posts directly on your Facebook Business Page as an Admin of the Page for posts from April 2021 onward. But to see all of your distribution scores including scores on video content for the past year+, you’ll need to head on over into Facebook’s Creator Studio.

Go to https://business.facebook.com/creatorstudio/content_posts and you will see all of your Distribution Scores listed next to your content posts.

What Is The Distribution Score Measuring?
Facebook used to only provide a distribution score for video posts, but starting in April 2021, we can now see it for our text, link, and image posts too!

Distribution Score Metrics For Video Posts
Facebook is looking at the average performance of your previous 100 videos compared to the same point in time since the video was posted. For example, if you are looking at the distribution score of a video you posted 5 hours ago, it will be measured against your previous 100 videos performance at the 5hr time frame since being posted. That way you are getting a more accurate score relative to the time decay of the post. The metrics Facebook is ranking as important for your Distribution Score are:

- Audience Retention / Average Minutes Watched
- 1 Minute Views
- Reactions
- Comments
- Shares

Distribution Score Metrics For Image, Link or Text Posts
Image, link and text posts don’t have minutes viewed or retention. Instead, Facebook measures your post distribution score based on the number of impressions your post is getting compared to your previous posts of the same content type. Typically, impressions are driven by engagement (reactions, clicks, comments, shares).

- Impressions
- Reactions (like, love, care, haha, wow, sad, angry)
- comments
- shares
- content clicks*

*Content Clicks are the number of clicks on links or photos within posts that led to destinations or experiences, on or off Facebook.

What Can I Do to Improve My Facebook Content’s Performance?
First and foremost, take the time to look back on your Page Insights and at your Distribution Scores to get a better idea of what types of content perform better for you. Here are some tips:

  • Don’t put low quality content on auto-pilot with your social scheduling tool**
  • Look at your results & replicate higher performing content
  • Switch it up! Try something you wouldn’t normally do. Incorporate variety into your post types
  • Focus on the quality of your content by providing value, entertaining, or educating with your posts
  • Pay close attention to content that is under-performing and discontinue using it or repeating it (typically shared posts & link posts struggle to perform well.
  • Video! Use more video content and LIVE video if you really want to increase engagement! You can learn more about using LIVE video to help your organic reach here: “Organic Reach Is(nt) Dead

I first covered the Distribution Score when it rolled out on Video posts over a year ago and you can still catch that video here:

**I use AgoraPulse as my social scheduling & reporting tool for myself and clients. You can check it out here: https://www.agorapulse.com/amanda and if you think that scheduling tools hurt your post performance, this theory has been tested and proven to be false. The algorithm does not penalize you for using a third party scheduling tool. The algorithm does, however, penalize you for having low quality content and a low distribution score.

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