Facebook has made further changes to the algorithm that determines which posts a user sees in their newsfeed. This ever changing algorithm is commonly referred to as Edgerank.
Edgerank has the three primary factors of Affinity, Weight and Time Decay, which are now influenced by the recent addition of “Story Bumping” and “Last Actor”.
Personally, I think the new Facebook Edgerank factors are good news for those businesses that regularly post highly engaging content on their Facebook Page. Here’s why…
Prior to these newsfeed tweaks, the stories you post on Facebook were typically shown to very few people after about 3hrs as a result of the Time Decay factor within Edgerank. Therefore most newsfeeds lacked “old” content.
New Facebook Edgerank Factor: Story Bump
Story bumping allows engaging posts users haven’t seen to be bumped up to the top of their newsfeed later in the day. This is good news, as most people don’t have the time to scroll back through their newsfeed to the post they last saw. As a result, they may have been missing out on seeing a lot of content that was important to them prior to this tweak being made.
Story bumping will decrease the effect of Time Decay for your Page’s most popular posts, giving people a second chance to see your content that may be considered “old” news in terms of the chronological order of the newsfeed, but still “new” news to the user that is yet to see it.
Initial tests of newsfeeds incorporating the Page Bump factor resulted in an 8% increase in Likes, Comments and Shares on the organic stories users saw from Pages and an increase from 57 to 70% in overall stories read. This means that your most popular organic (not paid) Page posts have a higher chance of being shown to more people, even if they are more than a few hours old.
New Facebook Edgerank Factor: Last Actor
Last Actor takes into account the last 50 engagements a user has performed (with People and Pages) and gives a slight bump up the newsfeed ranking to future post from them.
The Last Actor factor will increase the affinity a user has with your Page based on their most recent interactions. However, you will need to be one of their last 50 interactions to receive a bump in ranking as a result of this factor.
Posting engaging content frequently could be one strategy to aide the likelihood of being included as one of the Last Actor actions and I encourage you to test the frequency of your posts to find what works best for your Page.
These changes are in effect already for desktop and will be rolled out to mobile devices shortly.
What Do These New Facebook Edgerank Changes Mean For Facebook Business Pages?
Now more than ever, it is important to ensure you post frequent engaging content that is relevant and adds value to your ideal customer. You should mix up your posts and test to see what type of content, call-to-actions and frequency works best for your Page. When you find what works best, then deliver more of that!
One thing that has remained constant amongst these changes is Facebook’s desire to deliver the right content to the right people at the right time. They determine this based on your past interactions with People and Pages. If you or any of your fans are complaining that they are not seeing enough of the content that they want to see, then here are some handy tips of how you can take back control of your Facebook newsfeed and start seeing more of what you want to see, rather than what Facebook “thinks” you want to see.