Facebook Has Changed Its Edgerank Algorithm

FACEBOOK HAS CHANGED ITS EDGERANK ALGORITHM

In the last couple of months, it appears that Facebook has drastically changed its Edgerank Algorithm. What does this mean for Facebook Pages and Social Media Marketing? In two words: Paid Advertising.

The Facebook Edgerank Algorithm is what’s used to rank posts on a user’s News Feed – to determine which posts should and shouldn’t be shown. Well, apparently they’ve recently altered the effectiveness of posts by Facebook pages, by lowering organic reach by reports of anywhere from 40-50%.

The most probable reason for this change: A pages’ posts now only pop up in the feeds of those most likely to like, comment or share it. People who aren’t active on the the Facebook Page are unlikely to see its posts.

This huge loss of effectiveness through Organic Reach is not good for brands. Unfortunately, the only way around this is by participating in Facebook Advertising. Facebook recently released a Promoted Posts feature which allows brands to promote single posts from their timeline to reach a wider audience, but at a price – ranging anywhere from $5-200.

We’ve tested out the effectiveness of Promoted Posts, and while they definitely bring the reach up by a large amount, routine use of the feature can get very costly – especially for startups and small businesses. This type of advertising along with Facebook Sponsored Ads can really boost a brand’s presence on Facebook.

It seems that with the most recent changes to Facebook’s Edgerank Algorithm, the only way to effectively promote a brand through the social network is to dish out some serious money – organic reach is slowly becoming less relevant. What are your thoughts on Facebook’s Advertising? Will your brand be switching its marketing focus to other social networks like G+ and Twitter?

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