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Understanding Video Distribution On Facebook
May 14, 2019
As Facebook states, "Video should encourage intention and build loyalty. Videos should be enduring, and memorable, turning casual viewers into passionate fans." Social is a place to show the world who we are - so make sure it reflects our uniqueness in order to resonate in a space where it's not always easy to
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Facebook is again tweaking the factors that influence how, when, and where our videos show up in Feed, Facebook Watch and Search.
They call these factors "signals."
Signals are what help Facebook predict quality content that should have higher distribution vs. not so great content that needs to be throttled away from Feed.
And the following signals that now have the greatest influence on video distribution:
- Originality
- Viewing Behaviors and Video Attributes
- Loyalty and Intent
- Engagement
Originality
Videos should reflect your unique voice and value as well as be distinctive; content that can't be found elsewhere on Facebook.
What will "hurt your originality signal" and limit distribution is posting duplicate content - meaning content that already exists on Facebook or repurposed clips - content you had no meaningful role in creating.
Viewing Behaviors and Video Attributes
People find value in videos with a storyline.
They will now prioritize videos three minutes or more that inspire people to watch until the end. So, focus on the opening, build-up, tension, pacing and payoff.
(Videos relying too heavily on static images can have their distribution reduced.)
Loyalty and Intent
When people actively search for your content, Facebook takes it as a strong, positive signal for distribution.
They suggest optimizing content to help more people see your content. This means writing clear titles and descriptions for your posts and including a few relevant tags.
Engagement
Facebook states they prioritize content that sparks meaningful interactions between people, friend-to-friend or person-to-person.
Encourage people to interact, but not in a way that is gratuitous.
Engagement baiting will earn less distribution - meaning asking people to engage in order to win a prize or vote on a topic.
Measure Your Results
Once you have those key factors down - track data such as viewing behaviors - help yourself become an even greater creator by studying how people watch your videos and audience retention.
You can also track whether your content is helping to grow your fanbase and other Facebook metrics here.
As Facebook states, "Video should encourage intention and build loyalty. Videos should be enduring, and memorable, turning casual viewers into passionate fans."
Social is a place to show the world who we are - so make sure it reflects our uniqueness in order to resonate in a space where it's not always easy to.
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