How the Facebook Algorithm Works: The Complete Guide

How the Facebook Algorithm Works: The Complete Guide

The Facebook algorithm often seems like a mystery, doesn’t it?

Obviously, brands are rightfully concerned about their presence on the platform.

Even if you haven’t been affected by the recent algorithm changes yourself, you’ve probably heard disastrous stories of brands that have seen their organic reach drop.

But Facebook’s algorithm changes aren’t necessarily a red flag for brands.

 How the Facebook Algorithm Works: The Complete Guide

In fact, it’s far from it.
According to recent Facebook statistics, the platform produces one of the best returns on investment for marketers when it comes to ads.

Since your customers are already on Facebook, you have every reason to be there too.

The reality? To survive the new Facebook algorithm, you need to change your content strategy to increase your organic reach.

In the industry, the name given to the Facebook algorithm is EdgeRank.

The News Feed is the Killer App of Facebook. There is a great forturne of information available to Facebook users, and the feed represents the order in which it appears.

The EdgeRank determines which of your connections is most beneficial to you. It will therefore appear most frequently, and which types of posts will be more visible than others.

For those looking to market a product or service on the platform. It becomes essential to understand how this algorithm works.

Understanding the rules of the algorithm will allow you to easily and especially very quickly change your tactics. It will avoid the embarrassing failure of your marketing campaigns on Facebook.

Despite the importance of knowing how the EdgeRank works, very few articles have been written on this subject so far.

Unlike many algorithms that change and evolve marketing on the Internet, EdgeRank is not the most sophisticated and is even less advantageous in terms of marketing.

However, its relative simplicity should not make you think that its influence on the subject can change your tactical choices.

Let’s start with the name. Apart from the fact that it sounds good,

why is the algorithm known as EdgeRank?
Every piece of published content is actually known as Edge.

So, a status update is an Edge. Clicking “like” on status is also an Edge. Downloading an image is an Edge.

Basically, any form of interaction you have on Facebook that creates a piece of content is considered an Edge.

 How the Facebook Algorithm Works: The Complete Guide

What are the elements that make up this algorithm?It is a combination of three factors.

So the Facebook News Feed is not a newsfeed. Rather, it’s a table that we call Edge determined by the EdgeRank algorithm.
What are the elements that make up this algorithm?
It is a combination of three factors:
the affinity score
the weight of the Edge
The EdgeRank formula is based on three elements behind which there is a lot of complexity.

1. The Affinity of the Facebook Algorithm

Affinity is a score based on the closeness you share with someone.

You may have noticed this already. When you spy on someone, their statuses suddenly appear more often in your News Feed.

Similarly, if you comment on a Facebook friend’s photos, their news will appear more often in your News Feed!

This is how affinity works. Once you’ve sent that proactive signal of your affinity link to a contact or organization, the algorithm takes it into account and interprets it to sort the order of results in your News Feed.

Not everyone is in favor of affinity playing such a large role in the Facebook algorithm’s calculation.

It creates a self-fulfilling effect as a profile. That is, the more posts you see from the same person in your News Feed, the more likely you are to increase your affinity score with that contact. This increases the likelihood of their appearance in your feed in the future.

But given the tendency for people to cluster around a small number of contacts, this score seems to work well for most people on Facebook.

One of the key points to understand is the one-way nature of the affinity score.

 How the Facebook Algorithm Works: The Complete Guide

2. Post Weight in the Facebook Algorithm

Post weight is a basic formula that decides that certain types of content are more likely to appear in News Feed than others.

Some types of publications are likely to acquire more positions in the Facebook algorithm than others. This implies that these contents have a higher weight than other types of content.

Videos, images, and links are the three types of content with the highest weight.

Thus, you need to change the way you communicate on this platform.

You might want to try to incorporate these types of posts with high weight scores into your ads when you want to reach as many eyes as possible.

It is also interesting to note that every person’s publication weight is different. That is, someone who looks at your photos is more likely to see them in their News Feed than someone who never looks.

It’s not possible to find out which type of post your followers or contacts prefer.

But that shouldn’t deter you from adding photos with every post update.

Since the weight of the posts will be high, this can be a wise strategy.

But for people who don’t often click on images, you might have more success with a link, a video, or simply a post update with text.

It’s also worth noting the political potential of certain elements for publication weight.

At any given time, there will be certain features that Facebook will want to emphasize more strategically.

So you will need to recognize what Facebook is trying to promote, and how that may be likely to influence the Facebook algorithm.

3. The Time Factor in the Facebook Algorithm

The last element of the Facebook algorithm is related to time and how recent your post is.

Regardless of the affinity and weight of the post, older posts are less likely to appear in the News Feed.

Facebook is still very dependent on the temporal nature of posts.

The time factor also implies that the more recent the publication is, the more likely it will appear in the News Feed compared to older publications.

It is therefore important to publish content at strategic times when your audience uses Facebook the most. This will increase the chances of appearing in the News Feed of your followers or contacts.

Another plan must also include the time factor.

Appearing in the News Feed means that your post has surpassed the EdgeRank of other posts.

So you can increase its visibility by creating content when others would tend not to. This reduces the competition for places in the News Feed.

 How the Facebook Algorithm Works: The Complete Guide

To conclude

So, all media content should be part of your Facebook strategy.

You really need to learn how to develop a real content strategy and calendar. This will allow you to anticipate your publication updates according to the time factor.

Your calendar can be exhaustive or flexible. But the important thing is to think about how to increase the weight of your publications in order to interact with a wider audience.

Also, the fact that this type of content is more likely to be shared is a beneficial bonus.

Also, try to constantly educate yourself more about the platform, so you’re not surprised by Facebook algorithm updates.

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