Facebook Feed and Reels ranking now responds to typed queries

By Tom Whitfield

Meta has opened Facebook Feed and Reels ranking to typed user requests, according to a report published on thekeyword.co. The change allows users to type free-form prompts that influence the ranking model used to order Feed posts and Reels videos.

What is Meta actually changing?

The update treats the Feed and Reels surface as a queryable ranking system rather than a strictly passive stream. A typed request signals intent, and the ranking model weighs that signal when ordering subsequent content. The keyword.co headline frames the move as opening ranking, not as adding a separate search box.

The announcement, as referenced in the source reporting, does not specify a rollout date, launch regions, or whether advertiser-side diagnostics will surface the typed query. Meta has not, in the material reviewed for this article, published a Newsroom confirmation of the change.

The change matters because ranking has long been the most consequential lever inside Facebook. Shifting ranking from passive inference to active user direction narrows the gap between creator publishing and creator intent matching.

What does this change for practitioners?

Three immediate questions follow from the announcement:

• Does a typed request create a new targeting layer, or does it only re-rank existing organic inventory?
• Does Reels engagement from prompt-driven sessions carry equal weight to passive-view engagement in the existing algorithm?
• Will advertisers see query terms in placement-level reporting, or will Meta classify them as protected ranking inputs?

Meta has not answered any of those questions in the available reporting. Practitioners who depend on Reels and Feed reach should baseline organic performance now, before the prompt option reaches test accounts.

What should teams monitor next?

The next concrete signal will be a Meta Newsroom post naming launch regions and advertiser-visible inputs. Budget holders should compare Reels completion rates and Feed dwell time before and after the prompt option appears in test cohorts. Creators should review captions and on-screen text against the keyword phrases most likely to align with typed user prompts.

The change positions Facebook closer to TikTok-style prompt search, though Meta has not confirmed adoption of any specific keyword-tag convention. The next reliable data point for practitioners is the Meta Newsroom confirmation that names regions and reports any audience segmentation surfaced to advertisers.