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Facebook Edgerank – what you need to know

Facebook Edgerank

I have a love and hate relationship to Facebook. Hate is probably a too strong word, but I always seems to be surprised about how personal people get when it comes to the information they are sharing, and that’s why I wrote the post called we are all marketers. But. Are we born marketers?Β And, even before that, because I discovered that some big mistakes being made, I wrote the post know who you are talking to.

No doubt, Facebook is huge, and as a business, you need to take advantage of it. The thing is, it might be hard to separate business and personal. On the other hand, it might not be something you struggle with as much as me.

What Facebook Edgerank is

I have been reading a lot about Facebook lately, and I have been testing a various of marketing techniques to help my clients. I haven’t been doing much marketing for my own business on Facebook, but I have business page for slymarketing, and I have plans to doing some serious redesign and marketing in a few weeks.

But, one of the things I have been thinking a lot about is how to get my (and my clients) status updates visible for as many people as possible. I need a strategy for content marketing, that’s obvious, but I also need to understand how the Facebook algorithm works, much like how Google rank the content in the search engine results. You can say that the better the quality, the more visible it will be, but that’s actually not true.

The Facebook Edgerank ranks the content you publish, and it uses a secret algorithm to make the content visible to your friends and fans.

Let me explain how the Facebook Edgerank works.

The 3 elements of Facebook Edgerank

In order to make your content highly visible to your friends and fans, you need to understand the three parts of the Facebook Edgerank.

1. Affinity

Affinity is a two-part system and it’s all about relationships. The first part is that your page will need to be relevant to your follower. It helps that he liked your page, and that makes it sort of relevant. But, on the other hand, if he never writes about the topic your page is about, or he never reads your updates or visits your page, well, then your page maybe isn’t that relevant to him. The stronger the relationship to your page, the more likely it is that your content will rank high on his newsfeed.

The second part of affinity is that the content you publish needs to be relevant as well. For instance, if your page is about keyword research, and you publish a status update about your experience with living in a tent. That content isn’t that relevant to your page and maybe not that relevant to the people that are liking your page.

2. Weight

We can create all sorts of content on our Facebook Page, and I highly recommend that you use images, video, text and everything you can imagine. People love a variaty of content. But, Facebook is ranking the importance of content, and they have added a system of weight for the different kinds of content.

This is how Facebook is ranking the content (starting with the content that ranks at the top and ending with the content that ranks at the bottom):

What you need to understand is that images and videos are ranked at the top, and I am so glad that apps are given the least weight and ranks at the bottom. I still remember the days of Farmville, Texas HoldEm Poker and Mafia Wars, back in 2010. My newsfeed was full of messages from various apps, now I hardly get any.

3. Time decay

Facebook is not like Google, that’s for sure. When it comes to the importance of time, the older the content is, the less interesting it is in the eyes of Facebook. So, what’s important is to understand when most of your fans and friends are logged on to Facebook, and publish your content at the right times. For instance, I’ve read that you’ll get most likes within 1 hour and 20 minutes after you’ve published your content, and that brands that are posting outside of business hours has 20% higher engagement rates.

Your Facebook Edgerank score is different for everyone

Every single one of your fans has a different score when it comes to every single piece of your content based upon Facebook Edgerank. So, if you’re not sure why not a single person commented on your latest status update, and why your image got 40 likes, the answer might be that very few people actually noticed it.

That’s it. You need to combine all the three elements of the Facebook Edgerank in order to become visible in all the various newsfeeds. I am not saying it’s easy, but it helps to understand how it works.

What’s your story? Have I missed anything, or do you have anything to add? I’d love some feedback and discussion.

38 responses to “Facebook Edgerank – what you need to know”

  1. Joseph Hipolito says:

    Hi Sir Jens, nice to know about this and I’m glad to see this one you give a Idea with this…

  2. Centrelink says:

    Pretty nice set of guide. This will really help on how my facebook campaign will be successful. Do you have some guides for twitter?

  3. Joe Boyle says:

    I have more of a Hate-Hate relationship with FaceBook. Always have and, probably, always will. I remember when I originally made my Facebook page for my website back in 2010 – Facebook wasn’t as complex yet (and was far more spammy), and the page had attracted about 200 likes. Still, though, the traffic was so insignificant that it wasn’t really even worth forcing.

    I think the idea of EdgeRank is completely and utterly insane – social media isn’t search engines, and that’s why we have Social Media Optimization and Search Engine Optimization. With the exception of social media/networking websites like Digg or Reddit, all current social media websites show the updates in the order that they’re received. Why Facebook has to be so difficult is beyond me.

    • Hey Joe,

      That’s very interesting. My biggest problem with Facebook is that I always seem to get too much information from people when I log in. People I hardly know are sharing so many details about themselves. I know that I probably shouldn’t have become friends with them on Facebook, but I didn’t expect this at all. To me, Facebook is a way to talk to people and be social, but not intimate πŸ™‚

      I don’t get much traffic from Facebook, but I meet a lot of interesting people there and it’s a way to connect, and I see that as a very important part of online marketing.

  4. Lisa says:

    Interesting Jans – I haven’t paid a lot of attention to it as I’ve been watching engagement and seeing what causes more of it. I don’t post a lot of FB – in fear of having folks unlike but I think after reading this I should experiment with a little more posting. I do not post often any “business” stuff on my personal page. My friends around town are not into that stuff so I try to keep it light there. I have found on one of our business fan pages that fans like quotes and light things better than sales and product news. I guess it depends on which business you are in.

    • Hi Lisa,

      If I post anything related to my business on my personal profile, I always use friends lists to filter the messages. For instance, I have a list I’ve called marketing. I have added all my friends who I think are interested in marketing to that list, and they’re the only ones that will see my marketing stuff. But, mostly I publish the business stuff on my Page πŸ™‚

  5. Bill Dorman says:

    Interesting; my relationship w/ Facebook is that is very personal and all my family and friends seem to know what I’m doing. Therefore, so as it doesn’t look like I’m just goofing off and live in ‘social’ I have become more of a ‘lurker.’ Twitter and the blogs are a good enough model for what I’m doing, but that’s just me.

    Good luck with this; I know you will figure it out.

    • Wow, I had no idea that you were personal on Facebook. I guess I haven’t paid enough attention to you on Facebook then πŸ™‚

      I don’t use FB for personal stuff or even my business stuff, but I use it a lot for my clients. And it works great for that.

  6. Anneliz Hannan says:


    I appreciate your thoughts on Edgerank and particularly about weight. I agree that photos are the key draw and understand their value however I am finding Facebook has become a large photo album of sorts.

    Cartoons, artwork, quotes and photography are indeed eye catching but I fear they are faltering in content value. I am much more likely to stop and comment on a post that has a visual attached but also includes a link or structured text. I tend to skim through all the stand alone pictures as they are endless and dare I say, monotonous.

    The three points you outline are indeed best when mixed.


    • Hi Anneliz,

      I have been testing photos for a client, and the results have been amazing. I always try to mix the various objects from the Edgerank, but I’ll be adding a lot more images than I used to. But still, it’s all about quality πŸ™‚

  7. Aasma says:

    EdgeRank play huge role for your Facebook Marketing success. Its like creating trust among your followers. Once anyone like your FB page now it’s your responsibility to keep them engaged with quality, funny and informational update.

  8. Brain says:

    Facebook Edgerank is really good concept to share information. Your given top 3 tips about Facebook Edgerank are really good. As per my review, you have not missed any important thing. I just want to tell you that share more images with little content which easily attract users. Another thing is keep post regularly and give replay on users comment.

  9. Ruth Zive says:

    Very interesting Jens – especially the part about photographs and videos. That is such a simple…but such an important…piece of information. Thanks for this quick and dirty guide – very, very helpful!

  10. Sergio Felix says:

    Hey Jens,

    Facebook Edgerank… hmmm that’s not even something I have thought about it before.

    For FB I have two completely separate profiles, one where I actually have my family and close (offline) friends and the second one, where I’m all about Marketing, websites, blogs, money, you know… what I actually call “work”.

    About the type of content that we publish on our fan pages, I just try to publish relevant stuff and maybe sometimes, a bit of myself like a picture, a funny status or even a rant.

    I actually could say I hate facebook more than I like it but I can’t since I’ve made the strongest business relationships there.

    Anyway, I really liked what you wrote about content relationship within our business and our publications.

    Some people are about marketing and all their updates are of everything except marketing. That is something that stills puzzles me.


    • I have thought about using two profiles as well, but it’s probably too late now since I’ve got many friends (both business relationships and regular friends), and I don’t want to start from scratch.

      I have also met a lot of interesting people on Facebook, so I shouldn’t say anything bad about it either πŸ™‚

  11. Adam Snyder says:

    I really need to spend more time on Facebook. I used to spend a lot of time but as my business started growing I started to become lax.


    • I don’t spend much time on Facebook either, but I try to be very focused when I’m there. I always have a plan when I log in, and I take action immediately. I don’t spend a lot of time to watch my newsfeed. I should probably be more social on Facebook, but there are just too much stuff πŸ™‚

  12. Yes – If you are advertising on Facebook and own a Business page then you must know what Edgerank is and how it works. This Measurement is important in understanding the value of a page.

  13. Kai says:

    Good article, short and clear. I’ve been trying to read a bit on the subject myself but had not gotten very far. This brought me a step further. Let’s discuss it over a steamin’ hot pizza at Campino’s, the pizzaman with a full understanding of relationships and building long-term customers. Aloha!

  14. Sonia says:

    This is great information because I often wondered what that all meant myself. I did discover that using photos tend to bring in more likes and people really get to see the meaning behind your question. Just posting a question doesn’t cut it anymore and you really have to think outside the box if you want people to get more engaged.

    I contribute to another blog and manage their Facebook page 3 days out of the week. Using these tactics really work and their Facebook page engagement has increased by 30 percent and of course this spills over to their own website as well.

    Thanks for sharing this information with us Jens!

    • Hi Sonia,

      I have been using Facebook Insights a lot lately, and the stats are awesome. Now I can finally use Facebook marketing more or less like it’s a science, and publish things for my clients that I know works instead of just doing testing all the time πŸ™‚

  15. Matt Evans says:

    Facebook plans to integrate using WordPress (This is how i see it). Well in any case, why do they have to do that? The thing is, like what joe boyle said, facebook is not a search engine. And thanks for this petter, I’ve been reading allot of your post lately. As you’ve mentioned above, seems to me that they’re trying to optimize results/news feeds just like a common search engine.

    • Hi Matt,

      I didn’t know about the integration of WordPress. I believe that the only reason why they are doing things like that is to keep growing and keep people using Facebook. I am still hustling to understand everything about how to use Facebook as a business, and understanding Edgerank has helped me a lot, but there are still several issues that I need to address and SEO for Facebook is one of them.

  16. Thanks for the post because it further proves my conclusion that we are getting more dependent on Facebook. This is once intended to answer the social demand of the people but right now, it is also a means to propagate business.

    • Hey James,

      I believe that we should mix the various content (images, video, text) even though images are ranked at the top. People want a variety of content, and that’s what works for me πŸ™‚

  17. Michael says:

    This is very interesting. Facebook is swarming with millions of traffic and its 100% free to market. I believe that this technique is very useful and will help others succeed in their online ventures.

  18. Terry Conti says:

    Hi Jens,

    Facebook is not like a search engine but it good to know edgerank.

    I truly now realize the importance of images plus video now on Facebook. Thanks for sharing this info.

    It will surly help us become more visible. The more we know about Facebook the better.

    Terry Conti

  19. Jason Homes says:

    In Facebook, it it now all about quality posts and followers. Online marketing is now gearing towards maturity that’s why only those that are with quality one will prosper.

  20. Real wonderful information can be found on web blog.I like this weblog very much, Its a very nice spot to read and incur info .

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