Understanding the Facebook EdgeRank Algorithm

The Facebook EdgeRank algorithm is something we have all heard about, but what exactly is it and how should it be considered when developing content for the channel?

First and foremost, for those who are unfamiliar with the feature, what is the Facebook EdgeRank algorithm? It is a system used by Facebook to determine what posts appear on each user’s timeline based on certain criteria. The purpose? In theory, it is in place to ensure that each user only sees the most relevant and engaging content based on their history and activity.

What does the Facebook EdgeRank algorithm mean for brands? It can be either a good thing or a bad thing. There is an endless stream of content being shared on Facebook, and if you are not properly implementing a content strategy, yours may never be seen.

There are three main variables that make up the Facebook EdgeRank algorithm: affinity, weight and time decay. These terms sound impressive and technical, but like anything on social media, it all really comes down to engagement.

Recently, Will Cathcart, Facebook’s News Feed Product Manager, broke down the EdgeRank system and clarified exactly how it works and what you should be focused on when it comes to getting your content seen on your fans’ timelines.

The Individual

On an individual level, there are two key points of focus. First, history is a major factor. The more your audience engages with your page over time, the more likely it is that they will see your content appear on their timeline. That’s a given. The second factor, however, is a little more specific.

Individual engagement matters. But as a brand, you need to take note of the types of content your audience is engaging with. If, for example, images receive plenty of interaction but your videos are ignored, your audience may only see images as they are posted and your videos will disappear into the annals of Facebook.

What is important? Study what individual fans are engaging with and encourage engagement both on popular and unpopular types of posts in order to ensure that all of your content is showcased for your audience.

The Network

The second level is the network. There is a secondary effect on Facebook that can help you reach a broader audience. Have you ever noticed that when a post is receiving a lot of attention, your reach sometimes exceeds your fan count? As reactions and interactions from direct users increase on a given piece of content, more people are exposed to that post. Therefore, high engagement on a post might mean bringing back fans that were once lost for lack of engagement.

Second, sentiment plays a major role with network reach. If people are engaging negatively, then you stand to lose a good deal of your reach, and your content might be hidden from users that were once engaged in the future.

What is important? Monitor the popularity of your posts and modify your strategy in order to share only content that is receiving high levels of engagement and reaching broad secondary audiences as a result.

The Facebook EdgeRank algorithm is not a horribly complex phenomenon to understand. Sure, we may not be tech-savvy enough to know how it is coded, or how it does exactly what it does, but we can certainly understand how it produces the end result. Knowing that gives us leverage when putting together a Facebook content strategy, and can certainly give us a competitive advantage when it comes to Facebook.

Did you know about EdgeRank? Did you understand it? Have you done or will you do anything differently with knowledge of how the algorithm works? Tell us in the comments below or on Twitter!