With growing number of users on social media sites especially Facebook, there is a growing opportunity for brands to attract their audiences. On an average, a Facebook users spends a quarter of his day scrolling through news feeds, so if a brand wants users to learn more about their new ventures, or offers, they need to make that post appear on the news feeds of their users.
Although brands create their own Facebook page wherein they upload images, campaigns, offers, etc. you do not find users scrolling through the pages of their favourite brands. A user may like the page at the onset, but will not go back to that page to check the newer updates. Brands need to learn and strategize themselves so as to make an appearance on their user’s news feeds.
The key to truly understanding what appears on news feeds and why is by educating yourself on EdgeRank, and its algorithms.
What is EdgeRank?
EdgeRank had been implemented in the year 2010 by Facebook to pick and choose the news feeds that appear on the user’s homepage or news feed page. Facebook chooses the updates from your page that your users will be able to view on their news feed page.
Why do we need News feed Algorithm?
The growing number of Facebook users mean growing numbers of news that are posted by their Facebook friends. Facebook’s algorithm works according to the users preferences, and displays the news feeds that the user would be interested in.
Based on the level of engagement, likes and sharing of news, Facebook’s algorithm sets the posts according to what the user would like to read first, and displays them on the user’s news feed page.
Facebook News feed Algorithm Formula
∑ edge e ue we de
∑ – The sum of each individual edge. An edge is a post that shows up in your News Feed, like a status update, comment, like, tag, etc.
u – The affinity score. This is the factor that weighs how close you are with the person posting the news. If you frequently interact with that person, have several mutual friends, or are related, Facebook is more likely to give that content a higher weight.
w – The weight for this edge. Not all actions are considered equal in the eyes of Facebook’s algorithm. For example, a friend creating a status update would carry more weight than someone simply liking a status update.
d – The time decay factor. As a post gets older, it’s more likely that it has already been seen or that it is no longer as relevant. Facebook remedies both of these problems by taking the age of the post into consideration.
Facebook constantly updates it EdgeRank algorithm, to provide great user experience to its valuable users. It has developed over a 1000 different factors to determine the quality of the content of the posts. Facebook also gives more importance to Text Updates over other posts, as a user who views his friend text update is likely to write his own.
Facebook’s EdgeRank algorithm is based on numerous factors that no one other than Facebook developers. The best way to take advantage of the algorithm is by:
- Engaging with your users to increase affinity score.
- Post ideal content to increase the edge weight.
- Analyse the post and increase potential edge for future posts.