Longer Shows & Larger Pages Get the Facebook Thumbs-Up

Following Mark Zuckerberg’s prediction that video will be the largest driver of business for Facebook over the next two to three years, it is easy to see, that the desire to become a ‘video-first’ platform is at the heart of their efforts.

A further update was announced last week around the social media giant’s news feed ranking which benefits pages that post videos resulting in strong repeat viewership.

Let’s take a look at what these changes mean: essentially, Facebook will boost the distribution of videos from advertisers that people actually want to see; i.e. those where the organic and paid metrics are consistently high and the content is compelling. These can be video series or active communities / causes where people have a vested interest. Additionally, repeat views are also a new desired metric and this is the first incentivisation of its type.

The recent announcement could see advertisers even less enthused with the medium, given the lack-lustre performance of video advertising thus far. By favouring longer videos and tweaking algorithms to reward videos who have regular, repeat viewers, these strategies are more labour-intensive and costly than the current ‘best practice’ of short-and-sweet. Not to mention that maintaining pace with Facebook’s fluctuating product strategy is a challenge in itself.

In a move to seemingly augment these changes, Facebook has commissioned a study to measure the efficacy of traditional video approaches when looking to reach modern consumers. Read more on that here.

Will stretching video duration length prove be a winner, or will sprinting through shorter videos keep the audience engaged? Only time, and new metrics will tell.

Latest Posts

Summer is finally here, and it’s time to kickstart your marketing efforts with a bang and sail through the rest of the year! Welcome aboard the Summer SPARK Sessions on Serious Social, where we’re looking back at some of our best podcasts plus exploring new…
Read More
What’s new this week in the world of social media? Find out in today’s Social Snapshot featuring all you need to know and everything important you may have missed. Let’s get started! LinkedIn Accelerates AI-Powered Campaigns LinkedIn’s new “Accelerate” tool automates campaign creation by scanning URLs and LinkedIn profiles to…
Read More
TikTok isn't just for dancing and memes – it's a game-changer for businesses looking to engage and inspire people. TikTok is your secret weapon! And we have ties for you!
Read More