Ever wonder why you don't see everything on Facebook like you used to?
You might have heard of EdgeRank - Facebook's algorithm which determines what kind of content you see on Facebook.
If you haven't heard of it, it's a thing.
Just like a credit score - it's invisible, and it's important.
When Facebook got big after 2007, users became oversaturated with content. Everyone's networks were exploding and marketers were competing for space.
So your newsfeed wasn't filled with spam and ads, Facebook had to figure out (quickly) how to show users only what they were interested in.
Over the last few years, Facebook has steadily been implementing new algorithms and strategies to do just that - but these came at a cost to advertisers.
It's now clear to advertisers that...
a) they HAVE to be on Facebook...
b) but the free ride is over.
Facebook will continue to make advertisers pay up - but there are ways to beat the system.
There are three main components to EdgeRank:
1. Affinity Score: this includes how connected a user is to your page (ex. if they have interacted with your page before, or if their friends like your page as well).
2. Edge Weight: different interactions carry different weights (ex. a comment is worth more than a like).
3. Time Decay: recent content gains more points than older content.
How do you leverage EdgeRank to make sure your followers see your content?
Here is where the social part comes into play.
ONE MINUTE GUIDE TO IMPROVING EDGERANK
This is the #1 way to improve EdgeRank - but proves to be the most difficult for many brands.
We encourage our Real Estate clients to send photos, videos, and stories of behind the scenes, in their communities, and from their lives.
That way... when we DO post a listing or open house… Facebook works in our favour, and is WAY more likely to show it to our audience.
Plus, if someone has interacted with your last post, Facebook will be more likely to show them your next post. And so on…
Facebook’s algorithm recognizes the more you post and rewards you by delivering these updates to your fans - as well as giving you more weight when you boost $$$ a post.
VARY YOUR CONTENT
Video is king when it comes to Facebook. Using different kinds of content though, attracts interactions from a higher percentage of your users, raising your affinity score.
THINK WITH YOUR EYES
Don’t forget what sells.
KEEP IT ON FACEBOOK
Post pics and videos directly to Facebook - not Instagram or YouTube.
Build your lead-gen ads and landing pages directly on the platform as well. Facebook will reward you, and people don't want to leave the site.
ASK FOR WHAT YOU WANT
In your post, ask for likes, tags, comments, and shares.
Facebook EdgeRank favours real-time content – so does your audience.
Yes, they know the difference. Try avoiding those sites which produce 'canned' and prescheduled content.
You can educate your super fans that they can update their notification settings from your Page, experiment with peak posting times... there are tons of other ways.
So when in doubt… be authentic.
Use long captions // use short captions // use emojiis // write in lists // try different languages – if it’s YOU - try it.
Your strategy is always executed best with personality.
Your marketing geek