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Meta uses these four signals to figure out which videos deserve to be shown to more people on Facebook.
At Facebook, many factors influence how, when and where videos appear, and the signals Facebook use to determine distribution are constantly evolving as they learn more about what people want to see. With that in mind, Facebook wants to describe the signals that currently have the greatest impact on video distribution.
Meta shares four main signals that algorithms use to determine which videos are widely shared on Facebook.
Signals that have the greatest impact on video distribution include:
In the following paragraphs we will take a closer look at each signal.
Original videos reflect the unique voice and values of the sites that created them. They are distinctive, feature extensive editing, and feature footage found nowhere else on Facebook. To reward creators and publishers who strive to create and promote authentic and valuable content, Facebook prioritize video content that demonstrates a strong signal of originality.
You can help give your site a better signal of originality by:
Sharing videos you write, record, edit, and publish yourself or with the help of a production partner.
The best way to create the kind of original content the Facebook distribution system supports is to make sure that your page is as involved as possible in the creation of the videos it posts.
2- Viewing Behaviors And Video Attributes
Videos that contain certain attributes and encourage certain viewing behaviors can get more attention on Facebook. For example, are your videos at least three minutes long? And did people watch it to the end? A stronger signal is when viewers show a higher level of engagement with your video.
Your videos can demonstrate these signals in a healthy and authentic way by:
Make longer videos that engage people and inspire them to watch until the end. Our research shows that people on Facebook value longer videos with a story. Facebook prioritize longer videos (at least three minutes) that drive further views. So make sure you plan the start, creation, excitement, tempo, and outcome of your video in a way that grabs the viewer’s attention and keeps it there until the end.
3- Loyalty And Intent
When users regularly return to a Page to watch videos, Facebook consider it a strong and positive distribution signal. This is especially true when they see people actively searching for your content or looking for video destinations like Facebook Watch or directly on your page.
You can encourage this behavior for your videos by:
Optimizing your content for Facebook search, this includes writing a clear title and description for your post and including some relevant tags. This can help more people see your content, both through search results and through featured videos that Facebook show people on News Feed and Facebook Watch.
Post bonus content (such as live videos, photos, or text posts) to connect with your fans and deepen the interaction between posting longer videos.
Facebook prioritizes content that sparks meaningful conversations and interactions between real people. To this end, Facebook is increasing the distribution of videos that encourage interaction between friends or between people.
Videos that do this well will:
Inspire people to have meaningful, back and forth, respectful discussions in the comments. This should be done in a non-spammy or unsubstantiated manner.
Authentic shares: Shares remain one of Facebook’s most powerful tools for organic distribution.
Engage with: Facebook also look at likes and reactions to determine what content should be prioritized for distribution. These interactions should be organic, not through engagement bait.
Facebook Video Negative Rating Signals
Bellow mentioned the Negative Ranking signal that may affect video distribution on Facebook. Meta says to avoid these things if you want your video to be seen by a wide audience:
Publishing Duplicate Content: Posting content that is already on Facebook or was first posted elsewhere and you have no significant role in its creation. (It’s okay to repost content you’ve created yourself.)
Engagement bait: This is when a page uses vote baiting, share baiting, tag baiting, comment baiting, react baiting. Posts that ask people to engage in order to win awards or vote on a topic are great examples of engaging content that is getting less attention on Facebook.
Clickbait: Nobody likes clickbait, including Facebook. They have ways of recognizing and reducing artificial attempts to increase viewing time by overestimating details and omitting important information.
Watch Bait: Deliberately withholding information to keep viewers watching until the end.
Source: Meta for Media