Like Google, Facebook also has its own rules. One of these is an algorithm called EdgeRank (ER), which is responsible for what is displayed and to whom when visiting the platform. Although the details of how ER works have not been made generally known, it is known that the most important components of the programme are:
- Affinity – interactions of specific users with the fanpage and other pages and users;
- Activity Weight – sharing a post is the most important, followed by commenting and leaving likes;
- Time Decay – which is the age of the post.
The algorithm, taking into account the above components, decides whether a given user will see a particular post in their news feed. It can be challenging to create a creative that reaches a large number of people, as Facebook has been effectively limiting organic (free) reach for some time.