Sorry, we could not find the combination you entered »
Please enter your email and we will send you an email where you can pick a new password.
Reset password:


Plus Report - By Thomas Baekdal - November 2012

Reverse Engineering Facebook EdgeRank - Beyond the Theory

Everyone is talking about the theory of Facebook EdgeRank, but are their assumptions actually true. We are about to find out!

Facebook EdgeRank has been a hot topic ever since it was created. Some defend it vigorously saying that it brings in added value, while others believe that it takes it away. Then we have the debate about promoting a post to make yourself more visible in people's newsfeeds, and the drop in reach for most brands.

The problem is that most articles only look at a small piece of the puzzle and based on that, people make conclusions about the bigger picture...conclusions that aren't exactly true. The other problem is that many people only look at the theory of how Facebook EdgeRank is supposed to work, and then based on that they engage in a certain way.

For instance, many social consultancies are encouraging you to create highly engaging posts because that will, in theory, make your future posts more visible to more people. For instance, Simply Measured recommend that you post more "Fill in the blanks" posts because they drive the most engagement.

You know, the type of post where a brands asks: "I like hot chocolate because ________", encouraging you to add the missing word (post a comment) which will increase the brand's EdgeRank score (in theory).

But is this true? Is Facebook really that shallow, or is there something else going on here that these social consultancies don't see because they are too blinded by their narrow surveys?

Back in September when most brands suddenly experienced a massive drop in reach, I was getting fed up with all these incomplete studies and erroneous conclusions. So during the entire month of October and most of November, I studied data for three very carefully selected brands to see if I could find the real answer to just how Facebook EdgeRank impacts brands. And the result, detailed in this report, was surprising in many ways.

Here for instance, is how Likes, Comments, and Shares impact how often a post is repeated in the news feed:

Why EdgeRank?

Before we look at the data, let's just briefly sum up why EdgeRank even exists. Everyone who is working with social media knows that the true power lies in the news feed. This is true for Twitter, Facebook, Google+, Instagram, Pinterest, LinkedIn, and all the others.

This 45 page report is exclusive for subscribers. (login)

Try it free for one week

Register to try out Baekdal Plus completely for free for one week.

for just...
for just...
You get two months for free


Baekdal Plus is your premium destination for trends and analysis for the media industry. Every year you get 25 reports about the future media trends, business and editorial strategies, monetization analysis and insights about how to use analytics specifically for publishers.

As a subscriber, you also get full access to all the Plus reports (more than 200) published over the past 8 years, as well as the ability to share what you read.

I'm a company, can we pay via an invoice?

Yes, of course, please write to and I will send you a regular invoice that you can pay via your bank. I will need your company name, address and VAT number (if within the EU). Also, please note that due to this process being manual, this will be for an annual subscription only.

Is there an Enterprise Plan?

Yes, please write to for details. But for 25-99 users: the price is 20% off the subscription price ($79/year per user), 100+ users is a fixed price at $5,000 (for all combined).

Can you create a report just for us?

Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.



The Baekdal Plus Newsletter is the best way to be notified about the latest media reports, but it also comes with extra insights.

Get the newsletter

Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


—   analytics   —


Creating a propensity model for publishers


How my focus on analytics has changed as an independent publisher


How can publishers measure trust and other editorial metrics?


A guide to analytics for independent journalists


Why producing less news leads to a boost in subscriptions


GDPR: How publishers can track things without tracking people