Results Driven Digital Marketing, Design & Social Media

ALERT: A Change In How Facebook Ranks Videos!

By on January 30, 2017 in Social Media with 0 Comments

Once again Facebook is keeping us on our toes.

Which is a great thing because every day they try to make the Facebook experience the best it can possibly be for it’s users and for businesses who are marketing to their audience.

So here’s the scoop regarding NEW changes in how Facebook is going to rank videos in the news feed! NOW, there will be an emphasis on completion rates. Facebook is going to take into account how long your audience watches your videos.

As Facebook explains,

“We’re continuing to improve how News Feed surfaces the most relevant videos for you. In the past, we’ve made updates to News Feed that take into account more of the actions that you take on videos and whether a video is live or not.”

And the good news? Facebook confirms that longer videos will get a boost.

“We know that completing a longer video is a bigger commitment than completing a shorter one. As we continue to understand how our community consumes video, we’ve realized that we should therefore weight percent completion more heavily the longer a video is, to avoid penalizing longer videos.”

So what does the new prioritization of video mean to you?

Well Facebook is going to look at a variety of signals to determine video prominence such as live video status, engagement based on length of time watched (as a metric known as “percent completion”.)

A video that is watched at least halfway identifies the content as “compelling.” A longer video with this weight metric also indicates a bigger commitment, so longer videos may not necessarily be penalized in the News Feed as they may have been before.

So even though we’ve all wondered about whether short or long videos are the way to go – it may not matter as much. If you can get engagement on a longer video, then you may find your video ranks just fine in the news feed. In addition, if your audience has shown interest in your videos previously, they may be shown your videos every time. This is a big win for marketers!

Finally, consider this research from Nielsen on the importance placed on video completion rates:

“Watching just three seconds of a video (how Facebook defines a video view) lifts recall by 47% and brand awareness by 32%. After viewing 10 second of a video, lift for those brand metrics rise to 74% and 65%, respectively.”

So once again Facebook is striving to deliver the content that users want to see at the exact time they want to see it – even if it’s a long video. 🙂

How often do you interact with videos in your news feed?

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About the Author

About the Author: Lori Curley is an experienced Marketing professional who has helped clients all over the country with their marketing needs from small one off projects to large scale strategy development and implementation. Lori is driven by helping people and companies succeed and would love to help you too. .

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