Facebook EdgeRank was another name for the old Facebook algorithm.
The Facebook algorithm determines how posts are presented to your potential customers and followers. EdgeRank and the newer algorithms use a multitude of mathematical variables and operations to measure the popularity and potential of the material you create for social media.
According to Facebook, their algorithm delivers the content that customers most want to see. In recent years, this has lead to a reduced focus on promoted content, and a higher level of priority given to organic material on Facebook.
How did EdgeRank work?
Edgerank was designed by Serkan Piantino to help organize the masses of material published to Facebook every day. In 2011, Facebook stopped using the EdgeRank system and started to use machine learning algorithms instead.
The adoption of machine learning means that the new Facebook algorithm is capable of becoming more intelligent and accurate over time. In 2013, the learning algorithm assessed more than 100,000 factors when ranking content. Since then, the level of data that goes into the Facebook algorithm has continued to grow.
The EdgeRank formula used three main factors to arrange material on your Facebook feed, including:
- The freshness or recency of a post
- The actions taken by users on the post (engagement such as likes, comments and shares)
- User affinity – the relationship between the person viewing the post and the company or individual that published the material.
What happened to EdgeRank?
Edgerank was replaced by the machine learning algorithm that Facebook uses today, to ensure that the social channel could deliver the highest quality of content for users. In 2018, Facebook announced that it would be pushing back against branded content and giving audiences more of the authentic, valuable posts they were looking for on the channel.
Despite this, Facebook continues to deliver one of the best ROIs for social media marketers, thanks to the size of the network’s user base.
The latest algorithm is very similar to Edgerank, as it still considers the “affinity” between people when determining where content should rank. The new algorithm also values genuine engagement too. This means that companies can achieve more considerable attention online by encouraging people to like and comment on their posts.
Whenever the algorithm updates, it means that companies on Facebook need to come up with a new plan for interacting with followers online. In the case of the most recent update, some key tips include:
- Replacing tag baiting and comment baiting with genuine discussions between brands and customers.
- Concentrating on unique and valuable content for every post. No more repetitive posting.
- Using Facebook Groups to encourage deeper discussions with followers
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