If you post a video on Facebook, it will be rated by the platform according to certain criteria and will thus be more or less relevant. The higher the relevance, the more the video gets distributed, the more users will see it.
In the coming months, Facebook will change the criteria according to which videos will be delivered in the News Feed, Facebook Watch and the “more videos” section.
From now on you should focus on these three factors.
1. Loyalty & intent
On the one hand, videos by pages are favored that users search for via the search or find directly via the page. On the other hand, Facebook rewards it when users return to videos by the same creator or publicist.
2. Video and viewing duration
Videos that engage users for at least one minute get a higher ranking. So far, so well known. Another very interesting information is given by Facebook as well.
“We will add more weight in ranking to videos that keep people engaged, especially on videos that are at least three minutes long.” – Facebook
If a video lasts more than three minutes, it will be extra weighted. This has to do with the fact that this length exactly qualifies a video for ad placements.
Videos that are unoriginal are punished. This applies to videos that are not created or edited by a page itself, edited insufficiently and therefore fail to add value to the original source, are merely compilations of videos of others or those that are already published elsewhere on the platform and were not created by the page. In addition, videos distributed using sharing schemes will be downgraded.
If a video does not meet these criteria, its distribution on Facebook will be severely limited and you will not be able to make any money from it. Facebook justifies this measure by wanting to promote talented video creators and media companies.
To sum up
Create your own videos, make sure they reach the three-minute-mark, and be creative so that users stay tuned and return to you.
If you want to know it down to the last detail, look at the video best practices.