×
You will be redirected back to your article in seconds

Facebook Updating Video-Ranking Algorithms to Put More Weight on Original Content With Loyal Audiences

Facebook is tweaking algorithms that determine how videos are surfaced on the social platform, angling to reward video producers that deliver repeat viewers and longer watch times — and demote those that trade in repurposed content.

According to Facebook, it’s going to put more weight on three factors for video ranking: loyalty and viewing intent; video length and viewing duration; and originality. The changes will affect how videos are distributed across Facebook, including in users’ News Feed, on Facebook Watch and in the platform’s video recommendations. The company said it will roll out the updates to its video-ranking system over the next few months.

“These are not new principles, but we will be strengthening their influence among the multiple factors that determine video distribution,” David Miller, Facebook product management director, wrote in a blog post outlining the changes.

By “loyalty and intent,” Facebook means videos from creators and publishers that people seek out and return to on a weekly basis. On time spent viewing, Facebook says videos should hold viewer attention for at least 60 seconds. Under the new ranking scheme it will assign a higher priority on videos that provide longer engagement times — especially on videos that are at least 3 minutes long.

In saying it’s going to prioritize original content, Facebook is indicating it wants to limit distribution of viral videos that originated from another source and has “limited or immaterial added value.” As part that, Miller said the platform will “more strongly limit distribution and monetization” for videos involved in sharing schemes (i.e., Facebook Pages that “methodically and inorganically” share videos).

Popular on Variety

A fourth factor that goes into Facebook’s video-ranking calculations is engagement, by which it means content that “sparks conversations and meaningful interactions between real people.”

Under a new policy adopted last year, Facebook already excluded certain types of videos from being eligible for monetization, including repurposed clips and videos comprising static images, minimal movement, or content that just loops.

Also Monday, Facebook released a new guide to video best practices for creators and publishers with additional information.

More Digital

  • Rakuten TV Preps New AVOD Channels

    Rakuten TV Preps New AVOD Channels and Originals for 2020 (EXCLUSIVE)

    Rakuten TV has garnered 10 million views on its free on-demand service since its launch in October. The streamer’s CEO, Jacinto Roca, told Variety that, buoyed by the early AVOD success, it will launch a suite of new channels and original shows on the ad-supported service in 2020. He added that he hopes the free [...]

  • China Spying Technology Tik Tok Placeholder

    TikTok Gains Global Momentum -- but Also Raises Sticky Privacy Questions

    Bay Area rapper Saweetie didn’t intend for “My Type” to come out as a single. But when a clip of the bouncy anthem about desirable (and slightly vulgar) attributes in a partner started to take off on TikTok as part of a social media challenge, it became clear the song would be her defining hit. The [...]

  • Green Day Beat Saber music pack

    Beat Saber Gets Green Day Music Pack, 360-Degree Levels

    Coinciding with Green Day’s performance at the Game Awards, Facebook announced late Thursday that the popular virtual reality game Beat Saber is getting a Green Day music pack. The 6-song pack is slated to go live at midnight, and players will simultaneously get access to Beat Saber’s long-awaited 360-degree gameplay. The Green Day music pack [...]

  • Ghost of Tsushima Trailer

    'Ghost of Tsushima' New Trailer Drops at The Game Awards

    A new full trailer for developer Sucker Punch’s “Ghost of Tsushima” is finally here. The latest substantial footage of the samurai game dropped at The Game Awards Thursday night, marking the first real look at the PS4 exclusive since Sony released a short teaser during its State of Play earlier this week. “Ghost of Tsushima” [...]

  • Ultimate Rivals The Rink - Apple

    Apple Arcade Launches NHL Game That Lets You Put Athletes From Other Sports on the Ice

    Now you can see NBA superstar LeBron James facing off against NHL great Wayne Gretzky in a fast-paced hockey game. In an innovative fantasy mashup for sports gaming fans, Apple Arcade is launching “Ultimate Rivals: The Rink,” a hockey game that lets you pit NHL players against athletes from other sports. The game is available [...]

  • Xbox Series X: Next-Gen Console Revealed

    Microsoft Reveals Next-Gen Console, Xbox Series X, at The Game Awards

    The next-generation Xbox console is officially called the Xbox Series X, and will be released over next year’s holiday season, Microsoft revealed during Thursday night’s The Game Awards. Head of Xbox Phil Spencer took the stage at Los Angeles’ Microsoft Theater to make the big reveal about the project previously known as Project Scarlett, and [...]

  • The Game Awards

    How to Watch the 2019 Game Awards

    The Game Awards will be taking place on Thursday night and, fittingly, there are plenty of ways to stream the event online. The whole show will be streaming live starting at 5:30 p.m. PT/8:30 p.m. ET from Los Angeles’ Microsoft Theater on The Game Awards’ YouTube, Facebook, Twitter and Twitch pages. Additionally, for the first [...]

More From Our Brands

Access exclusive content