A Guide to EdgeRank
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Transcript of A Guide to EdgeRank
EDGE ABOVE THE RESTA quick guide to Facebook EdgeRank
— Over 11M active users on Facebook in Australia
— Growth: +6.11% over the last 6 months
— Hours spent: average 7 hours and 19 min
— 68% of Facebook users return daily
— 86% return weekly
— 3 billion photos uploaded every month
— 50 million ‘Likes’ everyday
— More activity on Facebook means more competition for News Feed distribution
The New News
Newsfeed: Summary of recent activity amongst friends on Facebook
Edges: Actions taken by friends aka ‘stories’
EdgeRank: Algorithm to predict how interesting each story will be to each user
EDGERANK
What is EdgeRank?
EdgeRank is the name of the algorithm that Facebook uses to determine what appears in their users’ news feeds.
The algorithm hides boring stories, so if your story doesn't score well, no one will see it.
Why Should You Care?
If your Brand has low EdgeRank objects, then your updates will be seen by less people.
This means that your Facebook marketing budget is less effective than it could be.
How It Works
The algorithm ingredients were revealed at Facebook's 2012 F8 conference:
EdgeRank Affinity Weight Time Decay
Affinity is a one-way relationship between a user and an Edge. It could be understood as how close of a ‘relationship’ a your brand has with a fan
Affinity is built by repeated interactions with a brand’s Edges.
Weight is the value system implemented by Facebook to increase/decrease the value of certain actions within Facebook.
Edges that take the most time to accomplish tend to weigh more.
Time Decay refers to how long the Edge has been alive.
As an Edge ages, the less valuable it becomes.
This helps keep the Newsfeed fresh with interesting and new content, as opposed to lingering old content
Algorithm to predict how interesting each story will be to each individual Facebook user.
= x x
FOUR STEPS TO EDGE ABOVE THE REST
Four Steps
Step 1. Step 2. Step 3. Step 4. OPTIMIZE
Leverage smart data to inform both strategic and creative decisions.
Continue to improve your reach by keeping track of what’s working and what’s not.
PLAN
Not all posts will be seen by all fans.
Consider what content would make a post the most compelling or tell the best story.
ENGAGE
Don’t be boring or inconsistent. Inspire fans with your content.
Keeping content consistently fresh and exciting will result in a higher EdgeRank.
GET THE EDGE
Stay on top of EdgeRank changes and influence.
Try to incorporate objects with high weight scores into all announcements.
Four Steps
Step 1. Step 2. Step 3. Step 4. OPTIMIZE
Optimize smart data to inform both strategic and creative decisions.
Continue to improve your reach by keeping track of what’s working and what’s not.
ADAPT
Adapt to the fast paced changing climate of Facebook
Keeping content fresh and exciting will result in a higher EdgeRank
MAXIMIZE
Maximize your posts to their full potential
Try to incorporate objects with high weight scores into all announcements
Content isn’t guaranteed placement
in the feed.
Red Bull is consistently publishing fantastic posts. They have two regular traits:
1. Inspirational photography. 2. Short, well-written copy.
You should not feel as though you need to follow hard and fast rules to get
around EdgeRank.
Posts with great photography and short
copy perform better than those without photos and
with longer copy.
PLAN
Not all posts will be seen by all fans.
Consider what content would make a post the most compelling or tell the best story.
Four Steps
Step 1. Step 2. Step 3. Step 4.
MAXIMIZE
Maximize your posts to their full potential
Try to incorporate objects with high weight scores into all announcements
Step 1. Step 2. Content must be
diverse, engaging and fresh in order to inspire
engagement and succeed in the feed.
Only 0.2% of eligible stories make it onto a
user’s newsfeed.
Baskin-Robbins has fallen into the habit of posting routine material. Their page is now amongst the fastest decreasing pages on Facebook in terms of ‘Likes’.
PLAN
Not all posts will be seen by all fans.
Consider what content would make a post the most compelling or tell the best story.
ENGAGE
Don’t be boring or inconsistent. Inspire fans with your content.
Keeping content consistently fresh and exciting will result in a higher EdgeRank.
Four Steps
Step 1. Step 2. Step 3. Step 4. OPTIMIZE
Leverage smart data to inform both strategic and creative decisions.
Continue to improve your reach by keeping track of what’s working and what’s not.
PLAN
Not all posts will be seen by all fans.
Consider what content would make a post the most compelling, or tell the best story.
ENGAGE
Don’t be boring or inconsistent. Inspire fans with your content.
Keeping content consistently fresh and exciting will result in a higher EdgeRank.
Smart data = actionable insights.
We’re in a future where marketing is
personalized, targeted, and directly measured.
During the Olympics, Febreze launched a successful publishing strategy around the insight that people don’t like
to talk about bad smells. It was fun, well executed and in the end, got people talking.
GET THE EDGE
Stay on top of EdgeRank changes and influence.
Try to incorporate objects with high weight scores into all announcements.
Four Steps
Step 1. Step 2. Step 3. Step 4. OPTIMIZE
Optimize smart data to inform both strategic and creative decisions.
Continue to improve your reach by keeping track of what’s working and what’s not.
ENGAGE
Not all posts will be seen by all fans.
Consider what content would make a post the most compelling or tell the best story
The more likes and comments your
content receives, the more likely your future content will appear on
Top News feeds.
Disney continues to capitalize on their extensive multimedia library, posting animation footage and visuals daily. They
remain the 2nd largest brand on Facebook in terms of ‘Likes’ and continue to grow exponentially.
INSPIRE
Inspire fans with your content
Keeping content fresh and exciting will result in a higher EdgeRank
The three types of content which are
widely understood to have the highest Edge
Weight are Videos, Images and Links.
Knowing what objects have the heaviest
weighting should alter the way you communicate
with you fans.
GET THE EDGE
Stay on top of EdgeRank changes and influence.
Try to incorporate objects with high weight scores into all announcements.
Four Steps
Step 1. Step 2. Step 3. Step 4. OPTIMIZE
Leverage smart data to inform both strategic and creative decisions.
Continue to improve your reach by keeping track of what’s working and what’s not.
PLAN
Not all posts will be seen by all fans.
Consider what content would make a post the most compelling or tell the best story.
ENGAGE
Don’t be boring or inconsistent. Inspire fans with your content.
Keeping content consistently fresh and exciting will result in a higher EdgeRank.
GET THE EDGE
Stay on top of EdgeRank changes and influence.
Try to incorporate objects with high weight scores into all announcements.
THANK YOUFor more information please email [email protected] or [email protected]
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