Recently, Meta has released details of Ranking Signals that the algorithm uses to determine which video content is more likely to be displayed to users on the Facebook platform. Key Ranking Signals that influence Facebook’s algorithm include:
This article will introduce you to the details of each factor that helps increase the chances of your video content being displayed to viewers on the platform. If you’re ready, let’s take a look.
1. Originality
Facebook prioritizes video content with originality among the first group of content likely to be displayed by the algorithm. Meta emphasizes avoiding the dissemination of video content that is copied from other original clips. However, for content classified as semi-original, which involves modifications or additions to the content, there is also a chance that the algorithm will distribute the video content to users.
2. Audience Retention
Another important factor that helps the Facebook algorithm consider video content suitable for distribution to users is the ability of the video content to keep viewers watching from beginning to end. This is a good signal for the algorithm to see the quality of the video content. Meta explains this on the Meta Blog Post: “Video content with high retention rates indicates how well viewers can receive the content, which contrasts with video content with low retention rates or incomplete views, meaning the content does not meet viewers’ expectations or needs.”
The recommendation is to plan various storylines for video content and adapt them to display on different devices, and invest in the quality of the production process to maintain the Audience Retention rate at its best.
3. Audience Loyalty
In addition to the Audience Retention rate, which is an important factor that the Facebook algorithm uses to rank video content, another factor is the Audience Loyalty rate, which is equally important. In this context, the audience loyalty rate for video content refers to the frequency with which viewers return to watch the content.
Meta recommends that a technique to increase the Audience Loyalty rate is to upload bonus content, such as incorporating Reels Content that is Short Form Content to stimulate the Audience Loyalty rate further. In addition, improving clip titles or descriptions, and adding relevant hashtags can also increase the chances of viewers returning to watch the video content more often.
4. Engagement
For the final but equally important Ranking Signal, the Engagement rate of the video content shows how much the content engages with viewers, whether it’s sharing, commenting, or liking. However, Meta advises against creating posts that are overly tempting or have a Watchbait nature, as this will negatively affect the ranking of the algorithm’s video content.
Conclusion
For brands and marketers starting a video content advertising campaign, especially on the Facebook social media platform, they should pay attention to the above Ranking Signals to try to build a general audience base into your brand’s Top Fans. Guaranteed that if you follow all the tips above, trending popularity will not be difficult anymore.
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