Facebook videos are a great way to engage with your audience and promote your business online. There are 8 billion video views on Facebook every day. With so many users looking for videos on the platform, your videos must get in front of the right audience. In this blog, we discuss how Facebook evaluates the value of videos and how you can increase the reach of your content.
Facebook Videos Originality
Facebook takes authenticity and originality into consideration when evaluating who should see your videos. Facebook rates the best videos on the channel as those that add value to their audience, have a unique voice, and are informative. Avoid duplicating a competitor’s video just to attempt to gain access to their audience. Instead, focus on your own brand’s personality and create meaningful, original content.
Audience Retention
Another factor the platform takes into consideration with Facebook videos is audience retention. Retention is a key indicator of how well audiences receive your content. An early drop-off in views is an indicator that your content is not connecting with your audience. On the other hand, a slower decline in views and engagements is a sign that your Facebook video is connecting with the right people. Keep users engaged in your videos as long as possible by doing the following:
- Give your video a storyline.
- Create with mobile in mind.
- Use captions.
- Focus on good lighting, clear audio, and smooth transitions.
Video Intent
Facebook also looks at the intent of your videos and how loyal your audience is. Is your content created with the goal of keeping users on Facebook longer? Are your viewers staying on your channel to look at multiple pieces of content? Facebook looks at both of these factors when determining how much to push your video into the feeds of other users.
You can help boost your video reach by posting bonus content during your normal video cadence, encouraging users to come back to your account. This can be in the form of longer behind-the-scenes videos, live streams, stories, or Reels. Don’t forget to optimize your videos for Facebook search as well. Include clear keyword-rich titles, descriptive captions, and relevant tags. These elements help all of your videos appear more in search results inside and outside the platform, as well as in recommended videos in the audience’s feeds and Facebook Watch.
User Engagement
Engagement, whether in the form of a video view, like, comment, or share, is the key to connecting with potential customers. Facebook’s sole purpose is to create a platform where people can have conversations with each other. Your video, if done correctly, can be the conversation starter for those users. The more people engage with your content, the more often Facebook will recommend your video to other platform users.
When evaluating videos to share in the platform’s algorithm, Facebook looks at the originality, audience retention and engagement, and intent of your videos. Make the most of your marketing content by focusing on those five factors.
1.25 billion users watch videos on Facebook each month.
Do you need help producing and managing Facebook Ads? CLICK HERE for a complimentary 30-minute digital marketing audit.
