Leveraging Your Brand's Facebook EdgeRank with Photos
EdgeRank is an algorithm developed by Facebook that determines what content is displayed where on the News Feeds of Facebook users. It is made up by the variables affinity, weight and time decay. It is necessary for brands to understand this algorithm because when a brand is earning a low EdgeRank, it usually means that the brand's updates will be seen by less people, which is a waste of time and money.
There are actions your brand can take to bump up your News Feed visibility. Taking advantage of the power of images is one of the ways to do so.
EdgeRank Terms to Know
- Edge - The term “Edge” refers to pretty much every action that happens on Facebook. A few examples of Edges include status updates, shares, comments and likes.
- Affinity - This is a one-way relationship between a user and an Edge. More simply put, it could be seen as how close the relationship is between a brand and a fan. Affinity is built by repeat interactions with a brand's Edges, such as comments, likes, shares and clicks.
- Weight - Weight is a value system that increases and decreases the value of certain Facebook actions. For example, comments require more involvement from fans so they are seen as more valuable than a like. As a general rule of thumb, Edges that take the most time to accomplish tend to have a higher value.
- Time-Decay - This term refers to how long the Edge has been alive. The younger the Edge is, the more valuable it is. This variable ensures that the News Feed is kept fresh with current content instead of old, lingering content.
People are naturally drawn to photos. They are more eye-catching than blocks of text. But the benefits of photos go beyond just being visually appealing. There are 250 million photos uploaded daily on Facebook. According to Facebook, photo albums get 180 percent more engagement and photos get 120 percent more engagement than plain text updates. It’s clear that posting photos can help improve your EdgeRank. But you can go one step further to give your photos the greatest chance for interaction and visibility.
In order to make the most of your brand's photos, one of the simplest things you can do is to make sure they are the right size. Nobody likes looking at pictures that are pixelated or cut off. It may take a little more time to properly size your images, but doing so will increase the likelihood of your fans interacting with the photos you share.
Sharing photos on your Timeline can help increase your engagement and EdgeRank. But if your photos aren’t the right size, you might not see an increase in likes, shares and comments. Just like your profile picture, timeline photos are displayed in a square. Images that aren't square will be trimmed to fit this container. Instead of the whole picture showing, just the center of the image will be shown unless a fan clicks on the photo.
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Sharing Blog posts and other links are great ways to increase engagement and making your Facebook page a resource. If the link you're sharing has an image and it's not the 154x154 pixel size that Facebook allows, it will be cropped. If you are posting links back to your website or Blog, it is a good idea to have at least one square photo on each of those pages so the full photo shows up when you post the link on your Timeline.
Photos are powerful on Facebook, but it's not enough just to post any old photo. As a brand page, you need to do everything you can to increase the chances for fan engagement. Crisp, properly sized photos are the first step to giving your fans the photos they want to see. From there it’s up to you to share images and other content that your fans will want to interact with so you can leverage Facebook’s EdgeRank algorithm.