Edgerank is the algorithm that decides what content shows up in the newsfeed and is based on:
- Affinity –your relationship with the post (or edge) creator
- Weight – the edge type
- Time decay – how recently it was published
Until now, the lifespan of most posts was roughly 3 hours. After that time, it would drop off the newsfeed and lose its value. However, Facebook has now introduced ‘Story Bumping’.
This change to the algorithm means that if you missed a popular post, Facebook may bump it higher up your newsfeed the next time you login – effectively reducing the effect of time decay. As Facebook explain:
“Now organic stories that people did not scroll down far enough to see can reappear near the top of News Feed if the stories are still getting lots of likes and comments.”
Early tests show that posts made by Pages have seen an 8% increase in the number of likes, comments and shares they receive and the percentage of Newsfeed stories people see has increased from 57% to 70%.
As the lifetime of popular posts looks set to increase, we can also expect an increase in the rate at which unpopular content is banished. As a result, brands will need to place even more emphasis on producing high-quality, engaging content.
We will be discussing Facebook Marketing at Social Media Marketing 2013 on October 23/24, a 2-day conference and workshop featuring a stellar line up of brand and agency speakers.