Feel the rhythm, feel the rhyme;
Changes on Facebook Video Algorithm time.
Alright, that was lame!
we noticed an update to the Facebook Video Algorithm.
And that’s certainly not lame.
More on the 2019 Facebook algorithm in a bit…
But before that…
Why Video Marketing?
I am sure you know the power, reach and potential of
video marketing for your brand.
But, for the curious ones…
Facebook’s user behavior studies show that
user engagement is five times more with a video than with static posts.
Last year (2018),
Facebook commanded 24.5% of all digital video ad spending.
Here is an awesome stat that shows the revenue share in the US in 2018.
Did you know that users watch 85% of Facebook video without sound?
Case in point the LittleThings– a digital media firm that publishes positive, encouraging content for American women.
Their video titled “Which Recipe Makes A Perfect Chocolate-Covered Strawberry” generated over 5.6m views.
Here is a screenshot of the same:
What should be the goal of video marketing?
Help your customers discover videos, and build relationships.
On May 6, 2019, Facebook rolled out updates to video ranking on its platform.
Welcome to the latest 2019 Facebook video algorithm update.
These changes will affect video distribution across Facebook, including News Feed, Facebook Watch and “More Videos” recommendations.
The video ranking algorithm update on Facebook will cover three factors:
Facebook Video Algorithm: Loyalty and intent
Facebook will focus on intent and repeat viewership of videos.
In other words,
if users watch the same video multiple times week after week,
the chances of that video showing on the users’ News Feed will be higher.
When a user regularly visits your Page,
Facebook takes it as a positive signal for distribution.
What can you do to encourage
this kind of behavior for your video content?
Optimize Videos for Facebook Search
Start with writing clear, easy-to-understand titles
and description for your videos.
Don’t overgo tags.
Use relevant tags wherever possible.
This will help users discover your videos both via “Search results” and “recommended videos” in News Feed and in Facebook Watch.
You can also take advantage of adding bonus content such as Live videos, photos, and text posts in between longer videos.
Facebook Video Algorithm: Video and viewing duration
According to Facebook,
a video should engage the user for at least one minute.
The platform will add more weight in ranking videos,
especially those that are at least three minutes long.
Ask yourself these two questions:
Are my videos at least three-minute long?
Do users watch my videos from the beginning to the end?
Here is what you should be doing to address these requirements.
Create Longer Videos
Users on Facebook prefer longer videos.
Video Length of three minutes or more is optimal.
Storytelling goes a long way in building a brand.
Have a strong, engaging storyline to your video content.
Your videos should inspire users to continue watching.
And not close the video after a few seconds.
Some areas to consider when creating videos are
the opening, build-up, tension, pacing, and payoff.
What not to do?
Don’t bait Facebook users.
Don’t use too many static images in your videos.
These can negatively impact video distribution on Facebook.
Facebook Video Algorithm: Original/Unique Content
In 2018, Facebook announced that it would limit distribution for “unoriginal or repurposed content” that has limited value.
Moreover, the platform mentioned that it would even demote video content from Facebook Pages that participate in sharing schemes.
An original video has a unique voice.
You wouldn’t find it elsewhere on Facebook.
If you own or market a Facebook Page, avoid these:
Posting Duplicate Content
In other words, do not post content that that already exists
on Facebook or that has been posted somewhere else first.
There is an exception, though.
Let’s say a particular video has been posted elsewhere on Facebook.
And you played an active part in creating it- shooting, editing, or transcribing.
In that case, you can post that content on your Page.
That would not be a case of duplicate content.
It is also alright to repost content that you created yourself.
Repurposed Videos/Mass Produced Content
Sometimes we like to share content created by others.
No harm in that.
However, if you are involved in a sharing scheme,
then that’s a red flag.
Your Facebook Page should be about you or your business.
It should have a unique voice.
Originality is the key here.
Understanding Engagement via Videos
Engagement is when your content can trigger a conversation and meaningful interactions between real people.
When your videos encourage friend-to-friend or person-to-person interactions,
Facebook will increase its distribution.
If your content is being shared genuinely,
you have won the video marketing game.
Sharing remains at the core of organic distribution on Facebook.
The social media platform analyzes likes and reactions to assess distribution priority.
Again, the key is “organic” reactions
and not any sort of engagement bait.
What not to do?
Don’t engage in manufactured sharing.
Some blackhat SEO users and social media “experts” artificially distribute a Page’s content via reshares or sharing it across different Groups on Facebook.
Let’s say your Page A is about health supplements.
And you are repeatedly sharing the content of Page B- a page about a software product.
Now, logically speaking, this falls under “manufactured sharing”.
Because Page A and Page B don’t see to have a direct connection.
Engagement Baiting is another red flag.
It’s not wrong to ask users to engage in order to qualify for a winning draw.
However, this could cost less distribution on Facebook.
Digital Marketing produces the best results
when you measure your efforts.
When you are doing Facebook marketing, it is important to manage, monetize, and track the performance of your content across all your Pages.
Say hello to Creator Studio.
Here is what the home page looks like when we log in.
The panel on the left is where all the magic happens.
I’d suggest you start with Insights-> Performance.
Here, you will see “Opportunities”.
For example, in the image below, it shows us that one of the videos @OmniDigit has the highest amount of engagement.
Under that, you can analyze performance
using a combination of date and view type.
The loyalty section allows you to
keep track of new followers and their behavior.
On this dashboard, you can analyze Follower Activity, Returning Viewers, and How Long People Are Watching.
The Creator Studio allows you to manage multiple pages and content.
Spend a little time understanding the platform.
And you will enjoy the amazing insights and value it can produce for your Facebook Marketing.
Facebook video algorithm is focused on user engagement.
Ensure that you create and share videos that can add value to the user.
Key metrics to look for: Repeat viewership and engagement
If users are engaged and are coming back to watch your video,
you are on the right track.
What are you doing to improve your video engagement,
especially after the Facebook video algorithm changes?
Share your comments below!