Facebook EdgeRank : What You Need to Know for Your Business Page

Facebook EdgeRank : What You Need to Know for Your Business Page

About 3 years ago Facebook announced the EdgeRank, the algorithm that determines the visibility of a content within the Facebook newsfeed.

The formula is the one you see right below, but “mathematically” is definitely not easy to interpret. I therefore try to explain in the article how I think Facebook EdgeRank works, in order to be able to use the algorithm to your intent.

Facebook EdgeRank formula

What is the EdgeRank

The EdgeRank is the algorithm used by Facebook to determine what content will appear in the newsfeed of the individual user.

The three variables that make up this algorithm are the affinity, weight and the time decay.

Affinity

The affinity measure the relationship between the reader and the creator of the content. Closer is the relationship, the higher the score.

For example, your newsfeed could focus on the content posted by your brother, with whom he often interact, compared to those of some strange contact you’ve added a few years ago (and with whom you no longer had anything to do).

The affinity works “one way”  and interacting a lot with a user will increase the chances that its contents appear in your newsfeed, but it is not said that the opposite occurs.

Weight

Posts have several different weights. The higher the weight, the higher the score. In the order, the scale is as follows:

1. photo/video
2. link
3. text

The interaction is another factor that acts on the weight. For example, a post with several “like” and comments has a higher weight to a photo that does not receive any appreciation.

Time decay

The older is the content, the more it loses value: the newsfeed always tends to include fresh and updated content.

The speed with which loses value also depends on the type of user: for example, if you access Facebook only once a week, in your newsfeed content may appear old even of a few days.

The 4 most important “social factors” that influence the EdgeRank

1. Previous interactions with the author: the more interaction with a friend or a page, the more chances you’ll have to see those posts.

2. Previous interactions with that type of posts: if you often interact with certain types of posts (texts, photos, videos), you’ll have more chance of seeing always the same.

3. Reactions from users who have already seen the post: the more Facebook users interact with the post, the more likely that you see it.

4. Complaints or negative feedback: the more users will give a negative feedback to the post, the less likely that you are going to see it (the importance of this factor has grown since the end of last year).

Why is EdgeRank important?

96% of the fan does not come back to look at the Facebook page of a brand (after the initial engagement).

Your post has 40 to 150 times more likely to reach your fans inside their newsfeed, compared to the probability that they read it on the page.

Also note that in 2011, 27% of all time spent on Facebook was used to look at the news feed, while the following year the figure rose even to 40%.

In the U.S., people spend more time watching the newsfeed of Facebook than to read the 6 major news sites (ABC, MSNBC, Yahoo! News, CNN, New York Times and Huffington Post) … added together!

But beware: it is always good to remember that, on average, your post will be able to reach only 16% of your fans (unless you do not pay, of course).

How can I grow my EdgeRank?

1. Short Post

Post between 100 and 250 characters receive on average 60% more likes, comments and shares with respect to post more than 250 characters long.

2. Visual Post

Photo albums, photos and videos have a higher engagement respectively of 180%, 120% and 100%. Trick to try: publish a link as if it were a picture with the article title and the URL in the caption (should increase the reach).

3. Ask what users want

Ask for a review or simply “fill in the blanks” can grow the engagement up to 90% (compared to an average post, where there is no call to action).

4. Post daily

Remember that 96% of your fans will never come back to your page, so post is frequently the only way to reach them with continuity.

5. Be relevant, but not intrusive

Post related to your brand, but not too direct, perform better. For example, if you have a pastry shop, your posts should talk about recipes and cooking tips for the best cakes, and not about politics, religion or cats (who does not love cats?).

6. Be timely

Try to post at different times, in order to understand when is the best time for your users, and then interact with them.

Author: Erik Emanuelli

Hi! I am Erik Emanuelli : entrepreneur, traveler and blogger. You can follow me on Twitter, add me on Facebook or circle me on Google.

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11 Comments

  1. Very informative article and also a very good topic indeed. Edge always matters and higher the score better we can do on Facebook. I believe in interactions and connections rather than just posting and this is what helps a post to go higher in news feeds. Thanks for sharing the article Erik bro. 🙂

    Post a Reply
    • Hi Avi,
      engagement and interaction are at the base of the success of a business Facebook page.
      Thanks for your comment and visit here, mate! 🙂

      Post a Reply
  2. It seems as though the powers that be are undecided as to what is important. On the one side they say it is all about the content and on the other side it seems to be all about the photos and videos since most people do not want to read they want to be entertained.

    Great article.

    DocLou
    Louis Sanchez recently posted..The power of Bing combined with social media and KerliMy Profile

    Post a Reply
    • Gamification is a powerful marketing technique.
      As you said, people like to be entertained.
      Competence is huge sometimes, so being a little different can be the key.
      Thanks for your comment and feedback here, Louis.

      Post a Reply
  3. I think this is whey it is important to highly engaging content once in a while even though it’s not totally related to your blog. For example a funny image about your industry or something that is funny in general.
    Also another method that I had success with is sharing articles from top blogs/magazines with their brand name intact. For some reason seeing the name Forbes, Inc etc. makes people engage more.
    Nishadha recently posted..Increase Twitter Followers Fast Using These MethodsMy Profile

    Post a Reply
    • Good points, Nishadha.

      I like the part of posting funny images or updates,
      as sometimes the “heavy content” is difficult to digest.

      Thanks for your comment here! 🙂

      Post a Reply
  4. There were a lot of talks about edgerank in some of the big blogs recently. As I see it, the most easiest way to have your story in the top of the newsfeed is to write in such a way that people interacts with your post. I would love to experiment with picture to see if they actually get seen by more people as they have higher priority.

    Great post , btw.
    bbrian017 recently posted..What Makes Blog Engage So Unique and Attractive to BloggersMy Profile

    Post a Reply
    • I have read just today that 93% of the most engaging posts on Facebook are posts with images.
      This is true also in a blog, a catchy picture sometimes counts more than a great text!

      Thanks for your visit here, Brian.
      I appreciate your comment! 🙂

      Post a Reply
  5. One of the best information I got here. Thanks for sharing about edgerank. Specialy your last few point about how to boost the edgerank.

    Can you please tell me one thing. I think posting time is also important for boosting edgerank.

    Thanks again for this valuable information.
    Manish recently posted..How to Setup Feedburner for Blog – Complete GuideMy Profile

    Post a Reply
  6. Thank you for sharing your idea about edgerank.I never thought that facebook have also an algorithm.i have my business page in facebook and i only post whats new to our product and i dont have more engagement to my page.for some reason i think i need to post some of viral news and feeds to my page i think..

    Post a Reply

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