understand how Facebook defines what you see – WAU
EdgeRank is an algorithm developed by Facebook with the objective of filtering publications from the platform’s timeline, so that the most relevant content for the user has priority in the order of appearance.
One billion active users. With only ten years of life, Facebook has already managed to reach numbers that companies have not achieved in decades – and perhaps never can.
With that staggering amount of users, the social network created by Mark Zuckerberg in his room at Harvard University has completely changed the way we relate to other people, consume content and, of course, do business.
Facebook did not have to reach that number to become a great showcase for brands to advertise their products and services. Long before that, these companies already used the social network to reach new customers.
In this context, with such a large volume of publications, FB engineers were forced to create a kind of filter to show only what was relevant to users.
The way Facebook decided to do this and how it affects its content are the subjects of the next topics. Follow.
What EdgeRank is and what it does
EdgeRank is the algorithm developed by Facebook that decides what will be shown on your timeline after studying what is relevant to you, usually based on the type of content you and your friends consume.
All status updates, comments, likes and shares you receive have been screened by EdgeRank before they are shown.
This often gives us the feeling that we are missing something or at other times that we have stopped participating in discussions because we simply did not know about them.
But in reality, EdgeRank is making us consume only relevant content – not only for us, but also for social network advertisers.
Weight, affinity and depreciation
The rules of EdgeRank are complex and many of them are omitted by Facebook to guarantee the intellectual property of the algorithm and prevent certain users from trying to cheat the system.
On the other hand, some pillars that support EdgeRank are well known and encouraged by Facebook. Are they: affinity, Weight and depreciation.
Affinity it’s about the level of relationship between you and a page. That is, the number of times you comment, share or enjoy the content of a brand or product will make its posts appear more to you.
O Weight it is about how much each action you can take on Facebook is worth. Commenting is more engaging and has more weight for EdgeRank than liking it, for example. In general, activities that demand more time from the user carry more weight than others. So, the more you comment on a page, the greater the chances that that brand will populate your timeline with posts.
THE depreciation EdgeRank analyzes how long each user interaction took place. The longer, the greater the depreciation of that stock. That is, a post that had the last interaction two weeks ago is practically unlikely to appear on a timeline, while one that had two minutes ago will probably appear.
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Importance and optimization of EdgeRank
EdgeRank is important because it determines the number of people who will be able to see your publications. This reflects not only in the organic content that your page publishes, but also in the paid.
In some cases the difference in reach between pages with low and high EdgeRank can reach five times the traffic. There are thousands of unreached users.
At the present time, only about 6% of your fan base will see what you post on your fanpage. That is why it is so important to encourage engagement through likes and shares, so that your posts are seen by more people.
In practice this means producing relevant and interesting content for your fans, to captivate and win them over.
Any questions about EdgeRank? We will continue this discussion in the comments!