×

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).

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

  • La Linea Invisible

    Mariano Barroso Shoots Basque Conflict Origins Story ‘La Linea Invisible’

    IRUN, Spain  — When- and why – do people begin to kill for a cause? Having created “What the Future Holds,” maybe the best reviewed to date of any Movistar + Original Series, Spain’s Mariano Barroso (“The Wolves of Washington”) tackles this question head on in “La Línea Invisible,” a six-part series, again from Movistar [...]

  • The Lion King

    ‘The Lion King’ Tops Studios’ TV Ad Spending

    In this week’s edition of the Variety Movie Commercial Tracker, powered by the always-on TV ad measurement and attribution company iSpot.tv, Walt Disney Pictures claims the top spot in spending with “The Lion King.” Ads placed for the remake had an estimated media value of $5.64 million through Sunday for 1,290 national ad airings on [...]

  • Apple Plans to Fund Podcast Exclusives:

    Apple Reportedly Plans to Fund Original Podcasts

    Apple has plans to open its checkbooks for podcasts that would be exclusive to its podcasting apps, Bloomberg reported Tuesday. The investments would help the company defend its market leadership in an increasingly crowded field, and fend off competitors like Spotify, Pandora and Luminary. News of the plans sent Spotify’s stock down more than 3%; [...]

  • LiveXLive Names AOL and MTV Vet

    LiveXLive Names AOL and MTV Vet Dermot McCormack President

    Live entertainment digital media company LiveXLive Media today announced that AOL and MTV veteran Dermot McCormack has been named president of the company. According to the announcement, McCormack will lead the business and creative operations of LiveXLive, effective immediately. McCormack previously served as AOL’s Global President of Video and Studios, where he oversaw the video [...]

  • Recording Studio

    Cloud-Based Music Mastering Platform Landr Raises $26 Million

    Cloud-based music mastering and distribution platform Landr has raised a $26 million Series B round of funding. The new founding round was led by the Sony Innovation Fund, microphone manufacturer Shure, state-owned financing corporation Investissement Québec and Fonds de solidarité FTQ. Warner Music, Plus Eight Equity Partners, Slaight Communications, YUL Ventures and PEAK Capital Partners [...]

More From Our Brands

Access exclusive content