Meta has shared on their blog post the four top ranking signals its Facebook algorithm uses when ranking videos on the social media platform.
The four factors with the most influence on Facebook’s video distribution are:
- Audience loyalty
- Audience retention
- Engagement
- Originality
According to Meta, Facebook’s video algorithm values original content and encourages intentional and loyal consumption. The company emphasizes that they want videos on its platform to be authentic, entertaining, and enduring.
Here’s a quick and simple explanation of each video ranking signal Facebook’s algorithm uses:
1 – Audience loyalty
Audience loyalty refers to how often Facebook users come back to watch a brand or creator’s content. This signal becomes stronger when Facebook users search for a specific Facebook page to view their video content.
Meta suggests creators publish bonus content when uploading high-production videos to increase audience loyalty. The company also recommends adding clear titles, descriptions, and relevant hashtags.
2 – Audience retention
Audience retention is also a strong indicator that Facebook considers in knowing how well the audience can receive the content.
Meta recommends brands create mobile-friendly videos that follow a storyline. Brands should also invest in good video production as this promotes audience retention.
3 – Engagement
Facebook ranks videos that generate conversation and interactions. Videos with more comments and shares can increase their distribution. However, Meta clarifies that video content creators should avoid using engagement bait tactics. In fact, the algorithm already added engagement bait as a negative ranking signal.
4 – Originality
The most important ranking signal on Facebook for videos is originality. As Meta explained, Facebook will prioritize distributing videos on feeds that are 100% original.
If the videos aren’t 100% original, the creator should add something valuable or meaningful to the source material. Meta also stresses that brands should avoid publishing videos they didn’t have any role in creating.
***
Want to rank your brand videos on Facebook? Cybertegic is a digital marketing company in Los Angeles that offers video marketing and social media marketing services. We have helped small to midsize businesses grow their online presence to attract more leads and customers.
