Facebook updates video ranking to boost original content

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Facebook is introducing a series of ranking updates to prioritize original Facebook videos that people seek out and help video creators.

The platform says they want to help media companies and video creators find their audience and build profitable video businesses through Facebook videos.

The changes will affect video distribution across Facebook, including News Feed, Facebook Watch and our “More Videos” recommendations.

The factors being updated are not new but will be strengthened among the multiple factors that determine video distribution.

Loyalty and Intent

Intent and repeat viewership are important factors considered when surfacing videos to people in News Feed. Going forward, Facebook will add more weight in ranking to videos that people seek out and return to week after week.

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Video and Viewing Duration

The company thinks it’s important that videos capture viewers’ attention for at least one minute. They will add more weight in ranking to videos that keep people engaged, especially on videos that are at least three minutes long.

Originality

Last year Facebook announced that they would limit distribution for unoriginal or repurposed content from other sources with limited or immaterial added value — as well as demote video content from Pages that are involved in sharing schemes. They will now more strongly limit distribution and monetization for this kind of content.

These changes will benefit the video distribution of Pages that create original content. Facebook states, “We’ll continue to improve video ranking to show videos that people value and to help great video makers reach more people on Facebook.”


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