Currently, many people are looking into what Affinity is when studying Facebook ads or Edgerank scores. The Affinity score plays a significant role in the display of posts on users’ Newsfeeds. Additionally, when using Affinity, users often misunderstand the nature and workings of the algorithm. This article will introduce in detail the algorithm and how to effectively increase your Affinity score.
I. What is Facebook Affinity?
Affinity is a scoring system based on the “closeness” and familiarity you have with someone. You’ve probably experienced this when you secretly follow an ex-boyfriend or ex-girlfriend. You quietly visit their personal page, and then all of their posts and updates appear on your Newsfeed.
This kind of assessment is converted by the algorithm into a specific score called the Affinity score. The higher the score, the more the algorithm evaluates that you and the other person have a strong relationship. As a result, the system will display that person’s posts more frequently on your Newsfeed.
For example, if someone frequently visits person A’s profile, Facebook’s Affinity algorithm will notice the relationship between that person and A. If this person interacts with A’s posts or page, the Affinity score will increase.
Facebook Audience contains data about high Affinity pages
This applies to every one-on-one relationship for each Facebook user. That is, for each user present on Facebook, the algorithm will assess the level of familiarity or closeness of the relationships with other entities.
II. What is the role of the Facebook Affinity algorithm?
The Affinity algorithm plays a crucial role in displaying posts on the Newsfeed. Its primary function is to help personalize the news and posts that appear on a user’s feed. More specifically, Affinity has distinct effects and influences users and marketers in different ways.
1. For users
Facebook Affinity helps display the posts that users want to see. By evaluating the level of closeness between relationships, this algorithm can identify the entities that a user is interested in. Affinity will prioritize displaying posts from relationships with high Affinity scores on the Newsfeed.
The Affinity algorithm helps display posts that align with user preferences
The Affinity algorithm helps users stay entertained or engaged as they scroll through the Newsfeed. Facebook is continually developing algorithms to improve user experience. These algorithms analyze user behavior and send requests to the system for execution.
The system will then arrange posts in an appropriate order to display on the Newsfeed. As a result, Facebook users today experience more relevant or entertaining information compared to previous years before the personalized algorithm was introduced.
2. For marketers and businesses
Leveraging the Facebook Affinity algorithm is an effective way to increase reach. Marketers should design campaigns to improve Affinity scores for users interacting with their ads. Increasing the Affinity score will yield better results than Facebook Ads. While Facebook Ads can display, they don’t always deliver the level of interaction or capture 100% of the user’s attention.

Leveraging Affinity to increase advertising effectiveness
Each display of Affinity is based on the user’s past interactions with that page. Therefore, when shown on the Newsfeed in this way, users are likely to engage with the page and interact with its posts. This can create a loop, causing the page to appear repeatedly in front of the user.
Affinity helps reduce some of the costs associated with running media and brand promotion. Instead of spending money on Facebook Ads, businesses can use the Affinity-based display method.
To implement this, businesses need collaboration from their Marketing department or an agency. This type of advertising not only saves the advertising budget but also leads to better interaction and reach performance.
III. Factors affecting Affinity
Currently, Affinity scores are based on two main criteria: direct interaction displays and non-direct interaction displays. The following content will help users better understand the two factors affecting the Affinity score.
1. Direct interaction displays
Direct interaction displays refer to the actions users take when interacting with any given post. These interactions include reactions, comments, shares, clicking links, subscribing, liking a page, following a page, hiding posts, reporting, etc. In general, all actions that appear on the post are counted as direct interactions.
For example, if a user reacts, comments, or shares posts from a page multiple times in the past, future posts from that page will be prioritized and shown more frequently on the user’s Newsfeed.Thus, in many cases, users will see posts from certain pages repeatedly. The more frequently a post appears, the more likely it is that the user has had multiple direct interactions with the page.
2. Non-direct interactions
In addition to direct interactions, Facebook’s Affinity algorithm also calculates the friendliness score based on non-direct interactions. Not all interactions are direct, such as reacting, commenting, or sharing. Users may view posts without taking any actions like reacting, commenting, or sharing, but Affinity still counts this as interaction.
Facebook has not officially disclosed the criteria for counting views as interactions. However, through observation and experimentation, we can infer that if a user spends more time on a post than usual or browses multiple posts from the same page or group, the latest posts from that page or group will appear on the user’s Newsfeed. This suggests that spending more time viewing posts or continuously browsing the same site can increase interaction rates with the posts.
This type of interaction is not directly displayed with specific metrics on the post. Therefore, marketers may face some challenges in determining whether their advertising content is truly effective.
IV. Key Considerations About Affinity
When studying and applying Affinity scores for marketing purposes, many people often misunderstand this scoring system. Below are two key points to help users better understand the algorithm and avoid misconceptions about how it works or its outcomes.
1. Affinity scores are one-way
The Affinity score reflects a one-way evaluation from the person viewing the post. This is the most important point to keep in mind when discussing Affinity. Specifically, if a user interacts frequently with a particular page or entity, the “friendliness” score of that entity toward the user increases. As a result, many posts from this entity will appear on the user’s Newsfeed.
However, this does not mean that the user’s posts will also appear on the entity’s Newsfeed. This is because Affinity scores are one-way only.
2. Affinity evaluation results are relative
The Facebook Affinity algorithm is relative when it comes to determining the correct entities or posts that a user wants to see. Since this is an algorithm based on data calculations to analyze user behavior, there may be errors in the evaluation process.
Therefore, to assist in accurately identifying user preferences, Facebook also uses many other algorithms in addition to Affinity. The scoring system of these algorithms contributes to an overall evaluation called Edgerank. Pages with higher Edgerank scores will have posts with greater reach and engagement.
V. How to Increase Affinity Score?
Affinity score is one of the factors used to assess a page’s Edgerank. Therefore, many people want to understand how to increase the Affinity score to optimize reach. Below are 3 ways to increase a page’s friendliness with users.
1. Improve Content
To increase Affinity, businesses or marketers need to improve the content of each post. To attract more viewers, improving content is the most important factor to consider first. The content should meet two key requirements: it needs to be either entertaining or provide valuable information in order to retain viewers or encourage engagement.

Improving Content Helps Retain Customers Better
The most effective way to increase engagement and retain users is by using images and videos in every post. The more beautiful the images and the more interesting the videos, the more they will attract viewers. Moreover, brands or fanpages with high-quality videos and images leave a strong impression on users. This is also an effective way to build brand image.
Additionally, businesses and marketers can try different types of posts to attract viewers. Apart from using eye-catching videos and images, some people incorporate elements that are hard to understand, challenging viewers to spend time thinking about them. This helps increase the Affinity score.
2. Posting Regularly
Posting regularly at fixed times is also one of the methods to increase Affinity. Posting frequently and consistently helps increase reach with users who have previously interacted with the page.
Pages or groups with a high number of posts, consistency, and high engagement will be prioritized in the Newfeed. And once displayed, these pages will have even more interactions and more content. As a result, this becomes a continuous loop where pages with high engagement become stronger and grow more rapidly.
3. Avoid Spammy Ads
Excessive advertising reduces the Affinity of a page or fanpage with viewers. Users tend to dislike too many ads in posts because they interrupt their browsing experience or hinder the use of Newfeed.
Spam Ads Will Not Yield Positive Results for Posts
Additionally, spammy ads can lead to the risk of posts being deleted. Facebook has introduced several algorithms aimed at limiting or blocking spam ads. Furthermore, a post may be deleted if Facebook receives numerous negative feedbacks from users about the ad.
Through this article, we have introduced what Affinity is. In addition to this algorithm, Facebook currently has many other algorithms that help evaluate the overall Edgerank score to display posts that are most relevant to users.
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