Facebook recently stated that it's tweaking its News Feed algorithm to reward creators who publish video content that sees longer average watch times, and generates more repeat views. At the same time, Pages posting unoriginal or repurposed video content are going to be penalized through limited access to visibility and monetization. Facebook is taking a nod from how YouTube works with its monetization partners. But for small business using the platform to promote their business, monetizing is not their main focus. Keeping their brand and their marketing strategy intact is.
If you do not have or use a dedicated video team, this could turn out to mean more work for you to get anyone to watch your content. Essentially, Facebook will now reward Pages which build loyalty, get views, and post original content. So as a small business owner that may post videos randomly and do not have access to an agency to keep slapping up content, what does that mean for you?
Simply put, Facebook is focusing on video content which keeps viewers coming back for more. That means that, going forward, Facebook will prioritize videos that users seek out via Search, or by visiting a creator’s Page. This will apply to the News Feed, Facebook Watch, and Facebook’s “More Videos” recommendations.
So, how can businesses ensure their audience remains engaged over time, and coming back for more? Here are a few ways to do just that:
The new update also rewards content that gets users to keep watching for at least one minute. Specifically, Facebook says that it will, “add more weight in ranking to videos that keep people engaged, especially on videos that are at least three minutes long.”
Here are a few things to keep in mind when curating longer video content on Facebook:
Facebook recommends sharing content that “you wrote, shot, edited and published yourself, or with the support of a production partner.” (Sounds a lot like YouTube)
Original content that compels users to tag their friends, or share your videos, and encourages meaningful conversation, will be ranked highly. Here are some easy ways to make sure your content is authentic, and gets optimum visibility:
Tags: #video, #smallbusiness, #facebook, #socialmedia