Video content is also hugely popular on Facebook. But how can creators ensure the widest possible reach of their content? The answer is in the article.
Make videos on Facebook 50 percent of the usage time. In a current Blogpost Meta now offers insights into how the algorithm works and explains what factors determine how, when and where videos appear on Facebook. In addition to best practices for the four most important characteristics of successful videos, the platform also explains how creators can monetize their videos more effectively and use Creator Studio to measure their performance. We have summarized the most important insights for you below.
Originality: No duplicate content
Meta’s first tip is obvious: Creators and publishers, the authentic ones Posting original content will be rewarded by the algorithm. The channel owners should be involved as much as possible in the production of the videos, explains Meta. Distribution will be restricted if the clips are reused by other creators and have not undergone significant editing. However, reposting self-created content is fine. Meta also does not explicitly advise against posting your own content on Facebook that first appeared on other platforms.
Video Properties: Change viewing habits
Videos that promote certain viewing habits of users are particularly popular on Facebook. If you regularly publish content that users watch until the end, you can also count on a higher reach. According to Meta, an even stronger characteristic is when viewers show increased activity in connection with your video. It therefore makes sense to produce content that encourages users to interact. An arc of suspense helps to keep the viewers’ attention until the end. In the Creator Studio, you can check audience retention and see how long your videos are being watched.
User loyalty and intent
If viewers regularly view your content, Facebook sees it as a strong signal for further distribution – especially if users actively visit your content or your page. To encourage such behavior, you can optimize your content for Facebook Search with a title, description, and tags. Bonus content between longer videos is also a good idea. You can use the Loyalty Insights tab in Creator Studio to see if your content is making users want to come back.
Interactions: Engagement baiting is not a good idea
Videos that motivate viewers to engage in meaningful and authentic interactions are rewarded by the algorithm. Creators can encourage this by providing engaging content and encouraging respectful conversations in the comments column. On the other hand, the distribution of videos can be reduced if Creator Engagement use bait. This is the case, for example, when people are asked to interact in order to win a prize or to vote on a topic. Sharing content in groups that have nothing to do with the topic of the video also limits the reach. You can view the performance of your content in the Creator Studio.
Monetization: How to optimize in-stream ads
In the monetization of their content, creators should pay attention to two things in particular, explains Facebook. For one thing, if creators want to use in-stream ads, the eligibility standards must be met:
To continue using in-stream ads, you must regularly publish and monetize eligible videos or generate sustained views and monetizable impressions with your video collection.
On the other hand, creators should make sure to place their ads in natural breaks in their content. This is also possible via automatic placement, especially if the structure of the video is already designed for the installation of an break. The first mid-roll ad can be inserted after 45 seconds at the earliest – but only for a few videos with a minimum length of 180 seconds. In all other cases, you should ensure that your viewers stay tuned for the first minute, until the first ad is played. If you manage to inspire users with your content and encourage them to interact, then nothing should stand in the way of your videos being played out widely.
