How Your Brand Can Get the Most Value Out of Facebook’s Edgerank Algorithm

The following post is a follow-up on the ongoing discussion about the recent changes in Edgerank algorithm affecting Facebook reach and engagement. We find the subject to be of great importance to brands, which is why we keep you up-to-date and share the most relevant news on the matter.

This week, Group M Next shared a report called “Gaining an Edge: The Brand Impact of Facebook’s EdgeRank Algorithm Change” where Group M Next Predictive Insights team, together with the GroupM–owned social media and community activation agency M80, share results from an analysis, conducted across the Facebook pages of 25 brands.



Here is a summary of the main points:

Organic Reach

According to the paper, prior to the Edgerank algorithm changes, brands had an average reach of 16 %. Today, the percentage of users that see an organic post by a brand they like has dropped with about 38 %. When we look into the different types of content, however, status updates have actually increased with about 20 % in reach after the Edgerank algorithm change. The same tendency was also recently mentioned in an Edgerank blog article explaining that one of the possible reasons for status updates to outreach photos might be due to negative feedback reports caused by “spammy” photo strategies: This is explained further here:

“Facebook also confirms they are looking at negative feedback to determine the quality of the post. Mathematically, we look at negative feedback as simply another Edge, but with a negative value. We hypothesized that the weight of a negative feedback Edge was increased significantly with the most recent Edgerank change in September 2012. Brands that tend to receive a lot of negative feedback might have been impacted more drastically because of this.”



A fact that might be a relief to brand managers is that according to the paper, Engagement on posts in the form of comments, likes and shares has significantly increased by 96%, from 0.76% before the algorithm change to 1.49% after the change.

Most types of content now produce more stories or active forms of participation (likes, comments, shares) per impression:



Prior to the algorithm change, roughly 2.7 % of a post’s impressions resulted in a more passive form of user consumption such as views, clicks. After this change, nearly 4.3% of impressions result in this kind of passive engagement:



What it means for you

What the report basically outlines, is that the content you post on your Facebook page is now being better targeted to a lower number of fans: Fans who have already been engaged with your page and have a higher affinity for your brand.  This means that you have to concentrate your efforts on turning those Fans into “Superfans” and maximize engagement with them by producing quality content.

Additionally, one of the most read and respected digital media visionaries, Brian Solis, suggest the idea about “Context is King” as a future tendency in managing Facebook brand pages.  He predicts that in today’s social media environment, “Context” is what will become the king. Customers form relationships in “the social graph”, from which connections, based on relevance, form the interest graph. And, it is the interest graph where context serves as the future of marketing and customer engagement. Solis explains“In social networks, people stitch together social networks based on their relationships, interests, and aspirations to personalize their online experience.” Because of the contextual nature of relationships and conversations in social media and in order to constantly improve its Edgerank algorithm, “Facebook is pushing marketers toward interests combined with demographics to introduce contextual opportunities that are more relevant thus increasing the likelihood for engagement.”


To summarize, Facebook continues to optimize users’ news feed to make it more relevant to them. The biggest challenge for your brand now is to not only figure out what content works best for your audience. You also need to consider the contextual nature of your fans relationships and conversations to keep the engagement rates high and get the most value out of your social media activities.  Even in this frustrating, constantly changing social environment, one truth always remains the same: If you manage to discover the influencers among your brands’ fans, establish valuable, loyal and lasting relationships with them and eventually turn them into ambassadors, you are definitely on the right track getting the most out of your social media efforts.


What kind of changes  in your brand’s Facebook page reach and engagement have you noticed? What is your vision for the future? Is “Context” really going to become king?



Why Oreo’s ‘Daily Twist’ is one of our all-time favorite social media campaigns

Few cookies have reached the same level of iconicity as Kraft Foods’ Oreo. Its round shape, blackish color and white cream stuffing have undeniably added to its success but as a social media agency we wonder: where would the crowd-pleasing, twistable cookie be today without effective social media marketing?

Let’s zoom in on one of their global digital and social media campaigns that reached millions of hearts (and mouths) and delivered proof that even cookies can provide endless food for thought. We are talking about the wildly successful ‘Daily Twist’ campaign that saw a 110% growth in fan interaction per social-media post only a few months after the campaign was launched. Even though the campaign dates back to 2012, in our view, it earned a spot among the best food branding campaigns on social media ever. Here’s why…

It used milestones and pop culture events to create engagement

2012 was the year that America’s favorite cookie turned 100. Needless to say, it was a cause for celebration.

Every day for 100 days, the Oreo was given a different “twist” – styled to look like Elvis, a panda bear or like the surface of Mars after the Mars Rover had driven over it. On the ‘Daily Twist’ site, users could suggest their “twist”. The campaign was driven on Facebook and also featured on Twitter, Tumblr and Pinterest.

The Oreo twists were especially created to spark conversation and sharing, referring to milestones or pop culture events that people could relate to and share their thoughts about.

It had timely and shareable content combined with an element of surprise

While some of the cookie designs were planned ahead like the Olympics or Labor Day, others were more agile, tapping into events like the premiere of ‘Batman: The Dark Knight Rises’, the release of the iPhone5 and the birth of a Chinese panda bear. Monitoring trending topics and utilizing current events ensured the content was always relevant and timely. Couple that with the surprise of what each day would bring, and you’ve got a campaign worth tuning into.

They exercized strong brand values

The campaign kicked-off with the Gay Pride rainbow cookie in recognition of the LGBT community, much to the chagrin of conservative crowds.

The Facebook post set off a heated online debate that even led opponents of gay marriage to call for an Oreo boycott. But while supporters and opponents were fighting their online battle, the rainbow cookie doubled Oreo’s fan growth.

By having a strong stance and sticking to it, Oreo established itself as a courageous brand amongst its more liberal fans.

The campaign had an integrated marketing approach, combining the offline and online worlds

The campaign finale took place at Times Square in New York. They set up a pop up agency there, from which they designed the last ‘Daily Twist’, based on suggestions from fans. Earlier that morning, the brand had asked its Twitter followers and Facebook fans to offer ideas, which were going up live on a billboard. Creatives would select the best ones and three of them were then put to an online vote. The winning cookie, celebrating the anniversary of the first high five, was designed on the spot and was displayed on a big billboard.

A seamless flow between the online and offline worlds, and the mix of social and traditional marketing allowed for a greater experience and showed that Oreo mastered the integrated marketing approach.

It put the product in the center – without being self-centered

Oreo’s ability to put their product at the center of the campaign and still make the content relatable and entertaining for a massive range of users is (in our opinion) the most important factor in the success of the ‘Daily Twist’ campaign. The content was heavily branded, yet still relevant, timely and shareable – without ever begging for likes, comments and shares.

Lessons learned

The ‘Daily Twist’ campaign set an example of how important it is to create content that resonates with your audience. There are many ways to find out what moves your fans. For Lurpak®, we identified what kind of recipes the audience was searching for. As a result, we created content that we already knew people wanted to engage with. Read how we did it here.