Facebook has announced that the News Feed will now give weight to videos that inspire Loyalty, that users specifically seek out, that last at least one minute or longer, and that appear to be original works and not duplicated clips or video memes.
The Loyalty and Intent portion of this update is related to the December 2017 update where Facebook first announced such an internal measurement for video in an effort to reduce the reach of video memes, clips, and other similar content.
The Duration portion of this update is a direct reflection of Facebook’s desire to monetize videos via mid-roll ads stating that “We will add more weight in ranking to videos that keep people engaged, especially on videos that are at least three minutes long.”
The originality portion of this update is a follow up to an un-announced update in December of last year which was an ‘update’ to a best practices guide (and has been retoactively added to our timeline where Facebook said they would “prohibit monetizing this kind of content, and Pages primarily posting this content will see their distribution limited”. The LIDO update takes this a step further.
More info:
- Facebook Newsroom: Updates to Video Ranking
- Facebook for Media: Understanding Video Distribution on Facebook