Social Advertising

Please trust the Social Media Algorithms

Published July 2022

A peaceful robot stands on a meadow

A peaceful robot stands on a meadow

Please, trust the Social Media algorithms. If you run paid ads, they definitely work in your favour, because the platforms want you to invest again. And they work in the favour of their users, because they want their users to stay. So, everybody wins.

The algorithm needs time to achieve best results for you—so, you should be patient. And, you must stop over-optimizing your campaigns. Because it will disrupt the algorithms learning phase. And this will cost you more and more money. And because clients often aks: Yes, your budget will be consumed completely

    Editor's Info
  • You'll find our used sources at the end of each section.
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    Executive Summary
  • The platform algorithms work in your favour
  • But they need time to achieve best results for you
  • The algorithms learning phase usually lasts for 2 weeks
  • Within the learning phase you must stop optimizing to avoid interrupting
  • And interrupt costs you a lot of money
  • Yes, your budget will be consumed completely

What's the point of the algorithm?

Basically, the algorithm tries to optimize your campaigns so that you can achieve your desired results as cost-effectively as possible. At the same time, it tries to show users on Facebook and Instagram only ads that are relevant to them.

Image shows how the learning phase works.

The reason why you must stop over-optimizing your campaigns

To ensure that this works smoothly, the algorithm needs a certain amount of time for each new paid social campaign, which is called the learning phase. On average, this takes 1-2 weeks - depending on how quickly the algorithm achieves the required 50 campaign results (e.g. on Facebook its 50 conversions, 50 leads, 50 page views, etc.).

The results need to be achieved in a 7-day window for the algorithm to learn effectively. A lot of testing goes on during this phase and your costs may be significantly higher or lower than expected.

If you want to advertise successfully, then you must not disturb this learning phase under any circumstances. Because otherwise it will be reset and take longer and longer. You can disrupt the learning phase by, for example, changing the creative or the text or adjusting the target group. Significant changes after the learning phase can cause the learning phase to restart.

How long should you run a Facebook campaign?

Paid social campaigns should run for at least 2, preferably even 4 weeks, so that the algorithm has a chance to leave the learning phase and then function effectively. But it also strongly depends on your goals. If you are running a conversion campaign with a lot of budget, then a few weeks will be enough, for example.

However, if you are running a full-funnel campaign, then you should plan for around 6 weeks so that users remember your brand and have time to engage with your offer, consider it and ultimately buy it.


Admittedly, there's not much more to say. Trusting the algorithm will significantly increase the performance of your paid social campaigns. Manual intervention should only be done in special cases. And, if you know what you're doing. If not, you can easily burn you own budget with no benefit for your business.

We help and consult our clients to choose the paid social approach for complex campaigns. And then we create appropriate advertising strategies to achieve these goals in the most efficient way. Contact us to find out if we can help you too.

Thank you for reading and have a nice day!