Facebook has updated its video ranking algorithm to surface more video content routinely sought out by users and watched repeatedly, along with videos that keep people engaged for a longer amount of time.
“We will add more weight in ranking to videos that keep people engaged, especially on videos that are at least three minutes long,” wrote Facebook.
The company is also doubling down on its efforts to limit distribution of videos that include unoriginal or repurposed content and videos from Pages that are pushing “sharing schemes” – a practice where a Page systematically shares video content from a third party for monetary compensation. Facebook said it will “more strongly limit” distribution of this content.
Why you should care
Brands that are putting a focus on their video marketing efforts will need to re-evaluate their organic video content. Per these latest algorithm updates, popular videos that people keep returning to will likely be surfaced more often. This may not necessarily be something a brand can control, but the length of a video – and making sure the content is at least three minutes long – is a creative detail video marketers can easily fit into their strategy.
More on the news
- The company announced last May it was expanding its enforcement around sharing schemes and has made multiple announcements since, including updates in August and December of last year.
- Facebook’s updates to the video ranking algorithm will affect video distribution across the News Feed, Watch and the “More Videos” recommendations.
- Facebook said these latest updates will be introduced over the coming months.