Facebook is changing how it selects videos for your News Feed. Instead of focusing on likes, comments, and shares, Facebook will consider how much of the video is watched (video completion rates). Facebook’s focus is ensuring that what audiences see is relevant and high quality. The new change will affect videos in News Feeds, Facebook Watch, and the “More Videos” recommendations.
While this change might improve the user experience it creates a new challenge for businesses that want to showcase their video content. Here are three tips to make the most of Facebook’s new video guidelines:
- Loyalty and Intent: Facebook has determined that videos that will be watched again by the same user are valuable. Create a video that encourages viewers to come back to watch it week after week, and Facebook will add more weight to that video’s ranking because they believe it is improving the user experience.
- Video and Viewing Duration: Video content that keeps a user watching for at least a minute is getting a boost – – even more so if your video is at least 3 minutes long and you keep them watching all the way through.
- Originality: Facebook will place stringent limits on content that is unoriginal or repurposed with limited added value – meaning content that is already widely circulated and only given a cosmetic update will receive a demotion in the rankings. This is especially true for those Pages involved in “Sharing Schemes” (receiving compensation for sharing content).
The most important thing for Facebook right now, is that you tell your story and be original. If you follow these rules, you may find your video content receiving greater visibility.
If you’re wondering how to make the most of these updates or want to know more about Facebook’s best practices for video content, contact us today. We’ll guide you every step of the way and make sure your content is set up for success.