Facebook has tweaked its video ranking algorithm to serve up more relevant content for users on its platform. In a blog post revealing the details of the change, the social media giant said that users will get more recommendations based on the content they consume with the aim of keeping them engaged for longer.
Facebook has been working hard to improve the quality of videos and posts on the site in recent months following criticism that it has been a safe haven for unsavoury groups and ideologies. The latest update is not centred on rooting out fake news and extremist clips, and instead aims to make the experience better for users.
Facebook will now limit the distribution of repurposed and original content, with a particular focus on any pages using “share schemes” in attempts to gain monetary compensation. There will also be the headline update to its video algorithm.
Content with longer runtimes will be given additional weight in the rankings, so brands looking to create organic video on Facebook during the remainder of the year should try to make clips thatare at least three minutes long. Popular videos are also more likely to surface more often, so going viral will lead to better returns.
Facebook said that the new algorithm will affect distribution not only in users’ News Feeds but also in the Watch and “More Videos” sections, where recommendations are commonplace. “We will add more weight in ranking to videos that keep people engaged, especially on videos that are at least three minutes long,” Facebook said in a statement. The updates will roll out during the next few months.