There has been quite a lot of discontent among Facebook marketers of late due to the apparent decline in news feed visibility. Gone are the good old days when most of your community would see your content. Now, an average of about 16-17% of fans will see each of your posts. To be able to get your posts seen you need to understand how Facebook decides which posts will show up and why.
You’ve probably heard of EdgeRank before but may not fully understand exactly what it is. You’re not alone! Basically, EdgeRank is the formula that Facebook uses to decide which posts will show up in a user’s news feed.
The EdgeRank algorithm is Facebook’s key to determining who is going to see your post, and if you can understand how it works, you can try and optimize your posts to suit it. There are a lot of articles out there that go into great depth about EdgeRank, but all you really need to know are three key elements: affinity score, weight and time.
Affinity score measures how strong your relationship is with a user based on interaction. The people who are frequently commenting, liking or sharing your posts are going to have a stronger affinity score, and thus will be the people who are more likely to see your posts in their news feed. The next element, weight, refers to the weight of the interaction with your post (e.g., a comment or share carries more weight than a Like). So if your post is getting a lot of comments and/or shares, it will be (theoretically) shown to more people. Lastly, time is an easy one – the older the post gets, the less relevant it becomes, which means that it will appear less and less in the news feeds of fans over time.