Why Aren’t My Facebook Fans Seeing My Posts?

posted this in
Social Media
on April 30th, 2013

You ever feel like the time you spend putting together social media posts, sending them out on your company’s Facebook page are a waste of time?

After all, out of your 700 fans, only 90 see your brilliant posts.

The reason is the sometimes-confusing Facebook Edgerank. Facebook uses a magical formula (or algorithm) to govern which posts users see and where they appear on their timeline.

There are three parts of the algorithm: Affinity, Weight and Decay. Each piece works together to determine the overall rank.

Here we break down what each piece means and tips for getting more of your content seen by more people.

What is affinity?

The Affinity of your score depends on who is interacting with your posts and how often they do so. For example, the more Jane Doe likes your posts, other types of posts by your company will start to appear in her timeline. The more Jane interacts with your brand, the more her friends will begin to see information about your brand too.

Tip for Increasing Affinity: Use promoted posts. For $5, try promoting the posts that don’t usually reach a very high level of engagement. Your followers still may not “Like” or comment on the post, but if they show interest by clicking through to your Facebook page, your Affinity score will increase.

What is weight?

Social Bakers defines “weight” as having two parts: posts and interactions.

For posts, Facebook determines whether the post is a photo, link, video or text-only and weighs each update accordingly. For example, a photo may have a higher weight than a text-only post, which means that more people will see the image than the text post.

The interaction weight of the post depends on how many people “Like”, comment on or share the post. The more Likes, comments and shares, the higher the weight.

Tip for Increasing Weight: Engagement. If you make each post engaging, the post will have a heavier weight and be seen by more people. Linking to articles on your website and around the web, posting photos of your office and staff and encouraging people to interact by responding in some way are all great ways to bump up your engagement level.

What is decay?

The decay of your post is the length of time it has been available on the timeline. The longer a story appears, the more strength it loses within the algorithm.

The average Facebook post lives for 22 hours and 51 minutes. Unfortunately, all posts will die eventually, so the Decay element can be hard to control, but there are ways to help keep your posts in front of your audience.

Tip for Increasing Decay: Time your post frequency. After your post is dead, Facebook will no longer show that post in the newsfeed. Send out enough content so your followers don’t forget about you, but don’t post so often that you cannibalize your own material.

These are just a few of our tips, but the only way you can really learn how the algorithm works for your company is to play around with your posts and see what increases your Facebook Edgerank.

Have a question about how the Facebook Edgerank works? Tell us about it on Facebook. We’re happy to help!