EdgeRank is the name commonly given to the algorithm that Facebook uses to determine what articles should be displayed in a user’s News Feed. As of 2011, Facebook has stopped using the EdgeRank system and uses a machine learning algorithm that, as of 2013, takes more than 100,000 factors into account.
Still marketers today might refer to it as EdgeRank, but the proper term is the Facebook algorithm! Imagine impressing your colleagues as you correct your boss with this often-missed fact. (Don’t lose your job!)
The new Facebook algorithm works by ranking all available posts that can display on a user’s News Feed based on how likely that user will have a positive reaction.
Facebook’s algorithm for ranking and displaying content on your News Feed is based on four factors:
So how do you get positive reaction?
1. Be a conversation starter
You want your content to start conversations and positive interactions between your followers and others. Don’t just focus on consumption — your content should prompt people to stop, interact, and share with one another.
2: Focus on your audience
Your content should always be relevant to your core audience — the people you want to build a community around. Products, education, lifestyle imagery — it should all build on your identity as a brand answering to a specific audience.
3: Put ad dollars behind content with organic momentum
The Facebook algorithm values content that performs well organically. Content that already has strong organic traction means lower CPCs — which combined with ad dollars can act as a snowball effect for your content. Conversely, don’t waste ad dollars behind poor-performing organic content. It will have higher CPCs and cost you more while offering less in return.
4: Avoid clickbait
Remember all of those “like if…” and “share if you are…” posts? This is considered engagement baiting, it doesn’t add value or interaction for users. Stay away from asking people to “please comment, like, and share.” Your content should inspire them to engage without having to ask.
5: Track your content performance
After you’ve published your content, remember to use Facebook Insights to track the performance of your content. Keep track of how your different content pieces are performing engagement-wise. Learn from your Insights data and then optimize from there.