Meta has announced what signals have the greatest influence on video distribution right now. By having a deeper understanding on how Meta’s video distribution algorithm works, you can increase the effectiveness of your video marketing campaigns on the platform.
Let’s take a look at the top signals involved in the influence of video distribution on Facebook.
Originality
According to Meta, “Original videos reflect the unique voice and value of the content creator. They are distinctive and are produced in the manner that’s never been made before. Original content is a key factor that sets your account from others.”
Here are three ways to optimise for originality:
- Publish videos that you wrote, shot, and edited yourself (or with the support of a production partner).
- Meaningfully enhance your content that you are sourcing or licensing from others.
- Avoid duplicate content.
Capture and retain attention
As said by Meta:
“Videos that capture the audience’s attention and inspire people to watch to the end may earn more distribution on Facebook. Retention is one of the indicators of how well the content was received by the audience – a slow and gradual decline in the audience retention graph can show that the topic and structure of the video match well with what your audience wants to see, while an early drop off may mean that the content isn’t what the viewer expected.”
Here are three ways to optimise for retention:
- Focus on the video narrative structure
- Build for on-the-go mobile viewing
- Improve video production quality
Intent and Loyalty
Meta takes people who regularly come back to view an account’s videos as a strong positive signal for distribution. “This is especially true when we see that people actively search for your content or seek it out on video-first destinations like Facebook Watch or directly on your account.”
Here are two ways to encourage loyalty with your videos:
- Publish bonus content
- Optimise content for Facebook search
Engagement
Meta prioritises content that sparks conversations and interactions between real people. “To do this, we increase distribution for videos that inspire friend-to-friend or person-to-person interactions. In addition, we value content that inspires the audiences to create a version of their own, as our research has shown that participation leads to deeper connections.”
Here are three ways to increase your video engagement on Facebook:
- Inspire people to meaningful discussions in comments
- Be authentically shared
- Generate interactions