"We will give more weight to the ranking of videos that keep people engaged, especially for videos of a minimum duration of three minutes," wrote Facebook.
The company is also redoubling its efforts to limit the distribution of videos that contain non-original or re-used content, as well as Pages videos featuring "sharing systems" – a practice that consists of systematically sharing the video content of a third party to obtain monetary compensation. . Facebook said it was going to "limit more strongly" the dissemination of this content.
Why You Should Care
Brands that focus on their video marketing efforts will need to re-evaluate their organic videos. content. According to these latest algorithm updates, the popular videos that people are constantly coming back to will probably be shown more often. It may not necessarily be something that a brand can control, but the length of a video – and ensuring that the content lasts for at least three minutes – is a creative detail that allows people to Video marketers can easily integrate into their strategy.
The company announced last May that it was strengthening the application of sharing systems and has been making numerous announcements since, including updates from August and December last. Updates to the Facebook video ranking algorithm will affect video distribution through the News Feed, Watch and "More Videos" recommendations. According to Facebook, these latest updates will be introduced in the coming months.
About the Author
Amy Gesenhues is the editor of the General Assignment of Third Door Media, which features the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning columnist in several dailies from New York to Texas. With over ten years of experience in marketing management, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO and Sales and Marketing Management Magazine. Read more articles from Amy.