Understanding the Facebook EdgeRank

I am sure you must be aware that Facebook has been doing loads of changes with the way people interact with the posts that they see on their Facebook News Feed. Everything that you see on your news feed comes passing an algorithm which is popularly known as Facebook EdgeRank. It weighs not only the timeliness of posts, but also its relevance to you. It is to ensure that the posts you see within News Feed are the ones you’ll be most likely to engage with.

facebook edgerank

You must have noticed quite sometime that you see some of your friends old posts again on the top of your news feed, that’s not because they have posted it again but it is because there is again some engagement on that post and Facebook assumes that will be in your interest. Also it’s why you tend to see posts from pages you’ve commented on or shared more often than pages and people you don’t really post about.

Not Clear? Confused? I know, even I was. I have tried my best to make you understand this whole thing in a better and simple way

What is Facebook EdgeRank?

EdgeRank is an algorithm used by Facebook to determine where and what posts appear on each user’s news feed in order to give a customized and relevant content which the user is more likely to engage with. There is no golden rule that Facebook ever revealed which tells us what constitutes a good Facebook EdgeRank but as many researches suggests its based on three elements – Affinity, Weight and Time Decay.

It looks simple and sounds easy to understand the above three words, but remember Facebook Edgerank is not a 4th standard algebra. Its much more than those three elements, and here are some of the factors that I have identified which matters a lot-

  • Your frequency of interaction with the author of the post in the past.
  • Your behavior in the past with the type of Facebook post it is (eg : you interact mostly with images, status, links or videos or may be with questions)
  • Another important thing is the reaction of other users who saw that post. If the ratio to people viewed that post and people interacted is very low, Facebook algorithm will consider it as not an engaging post and hence it will not be shown on rest of your fans or friends.
  • One more important thing that we noticed especially in case of Facebook Pages was, if you get a lot of negative comments on the post then the reach of the post will decrease.

Let me give you a more realistic example

I am taking Oreo here as an example (one of my favorite Facebook pages). Now consider these different types of behavior that we have noticed in different set of users and their outcomes accordingly.

Behavior Type 1

  • You very frequently interact with Oreo’s posts.
  • You usually like/comment/share photo updates more.
  • Oreo has usually more engagement than usual.
  • No or rarely any negative comments on the post.
  • Outcome : If Oreo puts a new update and if it is a photo update, its very likely that you will see that post.

Behavior Type 2

  • You interact occasionly with Oreo’s posts.
  • You usually like/comment/share photo updates more.
  • Oreo has slightly less engagement than usual.
  • There are few negative comments on the post.
  • Outcome : If Oreo puts a new update and if it is a photo update, there are moderate chances that you will see that post.

Behavior Type 3

  • You rarely interacts with Oreo’s posts.
  • You sometimes like/comment/share photo updates.
  • Oreo has average engagement than usual.
  • Lots of  negative comments on the post.
  • Outcome : If Oreo puts a new update and if it is with photo update, its very rare that you will see that post.

I think we almost covered everything that you need to know. Its time to keep these factors in mind while creating a content calendar for your Brand or as an Individual. We would love to hear your thoughts on this.

A social media and web tech enthusiast. I keep myself busy with building social media strategies, tactics, exploring new platforms and sharing the best of my knowledge online. I like to play basketball and football.

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  • http://internetdreams.com/ Samuel

    Facebook is looking for it’s page owners to actually engage with the likers.

    I am not surprised they rolled out with the EdgeRank.

    We will see how it evolves and what changes they need to do to it.

    Samuel from Internet Dreams

    • Harsh Ajmera

      @webtolight:disqus I am really less concerned about what Facebook is looking forward to, but rather I am thinking how Brands are not able to gauge these parameters and still going behind paid ways to reach more people.

      How it will evolve? That’s really a smart question with Facebook introducing #hashtags :)

      • http://internetdreams.com/ Samuel

        Brands. Let’s hope they didn’t get too big to connect on a personal level and attract the smart way. :)

        But then again, they got the money to buy the attention of anyone.

        • Harsh Ajmera

          That’s true Samuel :) Great to have you here.

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