Facebook is once again tweaking its News Feed algorithm – this time to further prioritize original videos that people seek out.
As part of its bid to both help video creators find their audience on its platform and “build profitable video businesses,” but also to help users discover great videos and build great relationships with creators, Facebook is looking to bring original videos to the forefront of discovery.
In the next few months, the social network will be making several ranking updates to “further prioritize original videos that people seek out.” The updates, affecting video distribution on Facebook News Feed, Facebook Watch, and “More Videos” recommendations, were announced by Product Management Director at Facebook, David Miller.
According to Miller, there are “three factors that impact video ranking on Facebook: 1) loyalty and intent, 2) video and viewing durations and 3) originality.” And while they are not “new principles,” Facebook will now be “strengthening their influence among the multiple factors that determine video distribution.”
- Loyalty and intent: Intent and repeat viewership are important factors that Facebook considers when surfacing videos to people in News Feed. The update will “add more weight in ranking to videos that people seek out and return to week after week.”
- Video and viewing duration: It’s important to make sure a video catches people’s attention for at least one minute. Now, the update “will add more weight in ranking to videos that keep people engaged, especially on videos that are at least three minutes long.”
- Originality: While Facebook limits the distribution of “unoriginal or repurposed content from other sources with limited or immaterial added value” or demotes video content from Pages that run sharing schemes, It will now go further in limiting both “distribution and monetization for this kind of content.”
Miller explains that there are many other factors that determine the distribution of video on Facebook, but the updates will definitely benefit “Pages that create original content people want to watch and come back to.”
What to find out how to find the most success with your videos on Facebook? Here are some Video Best Practices that include updated tips on how to do so.