Facebook is changing its video-ranking algorithm to more strongly favor original content:
The changes will directly affect how Facebook distributes video content across the platform — including in News Feed and Facebook Watch — and how it recommends videos to its users within the More Videos recommendation feature.Facebook hopes the algorithm change will help improve the quality of video that gets distributed across its platform as it prioritizes content that will drive more active conversation and"meaningful interactions" among users.
The tweak will aim to reward content from creators and publishers and demote repurposed media such as viral videos and video memes. Last year, Facebook issued an update aimed at cutting down"," in which"content mills" seek to generate ad revenue by distributing third-party content that is often low-quality or not copyrighted.
Facebook will prioritize the following factors to rank videos on the site, meaning that videos that satisfy these criteria will surface higher up for users:Facebook will prioritize videos that users seek out and revisit. Over time, as these metrics are tracked, videos with loyal fanbases and high search rates will get bumped up across the platform, including on Facebook Watch.
That shift would align with Facebook's overall original programming push as it looks to ramp up advertising on video content. The company is likely interested in taking share from thethat it would pitch upfront media buys to advertisers — an opportunity for advertisers to buy slots within premium video content on Facebook Watch up to a year in advance.
In addition to driving deeper engagement with more premium video content, the algorithm change could further encourage advertisers by improving brand safety.1. Sign up for the Digital Media Briefing to get it delivered to your inbox 6x a week. >>pass to Business Insider Intelligence and gain immediate access to the Digital Media Briefing, plus more than 250 other expertly researched reports.
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