How to Improve Your News Feed Ranking on Facebook

Edgerank Facebook

According to a research done by comScore called “The Power of Like: How Brands Reach and Influence Fans Through Social Media Marketing”, users on Facebook spend the majority of their time, more specifically 27% of their time, looking at news feeds and homepages. This is great news for companies, as it goes to show that their efforts on Facebook are not wasted! The engagement with branded content mostly happens through the news feed and not on pages. In fact, according to the comScore research results, users are 40-150 times more likely to consume branded content in the news feed than, visit the fan page itself. Keeping this statistic in mind, it is imperative that companies should put most of their effort into optimizing their news feed posts, in order to reach the greatest amount users.

However, each post a company publishes only reaches a small fraction of its total fan base via the news feed. We conclude this based on an algorithm called EdgeRank, as Facebook calls it. In the following, I will explain how the algorithm EdgeRank works, according to a white paper released by internet marketing research company comScore.

What is “EdgeRank”?

Today there are two different settings on the users’ Facebook page- “Most Recent,” which shows most of the content published by Facebook friends in chronological order and “Top News” which filters content based on Facebook’s news feed optimization called EdgeRank.

According to Facebook, 95% of users use the “Top News” exclusively.  Therefore, it is extremely important for companies to understand how EdgeRank works.

Facebook views everything published as “objects.” Every object receives a ranking, which determines if it will show in the users’ personal news feed. How high the content score on EdgeRank is depends on three things: the Affinity, the Weight and the Timing.

The algorithm looks like this:

edge rank algorithm

Each Edge has three components important to Facebook’s algorithm:

  • First, there’s an affinity score between the viewing user and the brand—if your fans or community members interact very frequently, comment regularly, tag photos of your brand then the affinity score of your brand will be higher, than any other brands they like and it will show up more frequently in their news feeds.
  • Second, there’s a weight given to each type of Edge (or activity on the Facebook page). Activities that require higher levels of user engagement get a higher weight score than those that do not. For example, uploading a link or photo together with a comment takes more effort on the users’ part than clicking the “Like” button.
  • And finally there’s the most obvious factor — time. The older an Edge is, the less important it becomes. You start out with a high timing score and the more time passes, the lower the score gets.

Multiply these factors for each Edge then add the Edge scores up and you have an Object’s EdgeRank. And the higher that is, the more likely your Object is to appear in the user’s feed.

The way to get noticed

If companies post content every day can reach as much of 22% of their fan base each week, according to comScore. In order to reach this, companies should aim to:

  • Post content often (3 -5 times a week).
  • Post several pictures, videos and links as they will get a higher EdgeRank than plain text.
  • Encourage interaction, for example by asking questions and trying to get fans to upload their own content so the interaction is mutual.
  • Share content that is highly social – content that users want to re-share with their friends.
  • And finally, obtain a high level of “Likes”, comments and re-shares.

Getting your content noticed is not difficult, but it requires some planning and work. Following these simple advices will help you increase the visibility of your company’s posts and maximize the exposure to both fans and their friends. So how about calculating the EdgeRank of your content now?

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.