Video promotion tips: Revealing the new algorithm recommended by the platform!

With the development of 5G and 4K/8K HDTV technology, the era of "video is king" has arrived. But not all videos can gain a foothold in this trend. As the ecological environment of the video industry gradually improves, low-creative content has no room for survival. As early as March this year, Bilibili issued an announcement stating that it would no longer make intelligent recommendations for low-creative content and would leave more display opportunities for original content.

Coincidentally, Facebook has also recently begun changing its video recommendation algorithm to reward videos that build loyalty, gain views, and originality. The platform will increase the ranking weight of these types of videos and help promote them.

Facebook said that the new algorithm can make the general audience pay more attention to video content and help excellent video creators attract more users, "so that every video you update can arouse users' expectations", "establish and maintain a stable rhythm of video releases."

What inspiration does Facebook's move bring to video creators and media companies?

Facebook's latest video recommendation algorithm revealed

The core part of Facebook's new algorithm is three key considerations, including user loyalty, video viewing time and originality.

First of all, user loyalty . Facebook is focusing on video content. In order to encourage viewers to keep coming back to search for more information and thus "capture" enough "repeat customers", the new algorithm places more emphasis on repeat viewership. This also means that in the future, Facebook will prioritize videos that users have searched for multiple times, and will put these contents on News Feed, Facebook Watch and Facebook, and recommend them in a loop in the "More Videos" section.

Next is the video viewing time . Facebook’s claim is that only when users watch a video for more than one minute will it be considered effective playback and the platform will continue to recommend it. In other words, your video must capture the user's attention for at least one minute. Facebook says it will “put more weight on videos that get people engaged, especially videos longer than three minutes.” Leave those short videos to Instagram or TikTok; Facebook prefers longer videos.

Finally, originality . Last year, Facebook announced that it would restrict the release and monetization of videos that were directly copied from other sources, videos without value, and pseudo-original videos that were simply spliced ​​together. Lower their recommendation level and reduce their price.

It’s no news that Facebook values ​​originality, but now the restrictions are more stringent. In a recent blog post, Facebook recommends sharing "content that you write, shoot, produce, and publish yourself, or that you create with the help of partners." The implication is that original videos are the winning formula.

In order to respond to Facebook's new algorithm recommendation mechanism and to comply with the new requirements of other video platforms, video creators and media companies need to adjust their strategies. However, there are certain differences in methods and directions. They are introduced to you below.

Area for individual video creators

Here are 3 tips for building user loyalty . First, you need to share valuable video content . As the saying goes, "If you want to get it, you must first give it." If you want to gain long-term support from users, you need to let users gain something first, so that every video you update can arouse users' expectations.

Second, optimize the title . When creating a title, use some techniques and consider the keywords that users may use when searching for video content. In fact, the reason why “title party” is criticized is not because of the attractiveness of the title itself, but because the main text fails to satisfy the user’s “appetite” aroused by the title. A good title will achieve twice the result with half the effort.

Finally, it is also important to maintain the continuity of video creation , publish content regularly, and establish and maintain a rhythm of video releases, which will help cultivate users' reading habits, which is the key to building brand and user trust.

I also give you 3 suggestions on viewing time. First, although Facebook requires that the length of the video posted should not be less than three minutes. But in fact, the length of the video is not important . The key is whether your article is informative, interesting or meaningful.

Second, use the most attractive picture as the cover . For example, on Facebook's news feed, users can choose their own cover. At this time, you can select the most essential and outstanding pictures and show them to users as the cover first to avoid users simply skimming over your painstakingly produced video just because the cover picture is not beautiful enough.

The last point is to add subtitles. According to statistics, 85% of Facebook users have a similar experience, which is watching videos in a silent environment. Therefore, it is necessary to add subtitles to videos to ensure that users can clearly get (grasp) the content of the video when the sound is turned off.

Finally, here are 3 tips on originality. The first point is not to be a porter . You can find inspiration from other people’s videos, but don’t use other people’s works directly. Facebook restricts the recommendation of videos copied from other sources.

The second point is to avoid pseudo-originality . On Facebook, it is difficult to get away with posting a video that is mass-produced or simply spliced ​​and edited. Of course, not all re-created videos are considered pseudo-original. Facebook also stated that if the video content has undergone "meaningful redesign" rather than simply spliced ​​together, this type of video editing will be accepted by the platform. For example, adding voiceovers, commentary, or other creative editing to a video might be considered a meaningful way to reuse the video.

Finally, please note that you cannot tempt users to comment, share or participate in your videos . These behaviors are also prohibited on domestic platforms. It is more meaningful to make your video content improve users' performance in terms of motivation, education, entertainment, etc., so that users will consciously participate.

Media Company Zone

Like individual video creators, media companies also need to adjust their strategies, but because media companies are larger and have higher “turnaround” costs, the advice for them is different.

First of all, we must learn to "borrow power" . Of course, this is under the premise that the company does not have sufficient human, material and financial resources to produce original videos. In this case, finding sponsors and cooperating with professional video creators may be the best choice at the moment.

According to statistics, on Facebook, KOL or celebrity video content accounts for 56% of the total views, while media companies account for 40% and other brands account for only 4% . Around the big Vs, there gathers a huge fan base who love specific content. Cooperating with them can be understood as a precise attack on customers in niche areas.

Second, we must master the philosophy of "less is more" . For media companies, the quality of investment is far more important than the quantity of investment. “It is better to have a bird in the hand than a hundred in the bush.” Regardless of the function of the video, whether it is entertainment or education, you must ensure that your content is valuable to your fans.

Fender has done a good job in this regard. It has effectively used the Facebook platform to promote its brand by recording live videos. Users can not only receive push notifications when the Facebook page is launched, but also get high-quality long videos after the launch.

Of course, live video won’t be the solution for every brand, but it can serve as a case study as media companies develop high-quality video strategies that are centered around user acquisition.

Finally, re-evaluate your current advertising strategy . Although automated advertising usually achieves the best results, for example, Facebook automatically pushes ads to appropriate platforms based on the nature of the ads, including news feeds, streaming videos, audience networks, etc.

However, it is worthwhile to maintain a dedicated testing budget to focus on the effectiveness of video delivery in order to target more precise users, which will enable you to be discovered by users one step faster than your competitors. Not only that, competition is becoming increasingly fierce with the entry of companies such as Apple TV+, Disney+ and YouTube. In the future, Facebook will offer advertisers increasingly competitive prices.

Related reading:

1. Video promotion: How should video websites be “branded”?

2. How to master information flow video promotion?

3. Video promotion skills: a hit? Just 15 seconds is enough!

4. Short video promotion and operation: Who has better ability to bring goods?

5. Video promotion lacks creativity? This article teaches you!

6. Short video promotion: How to quickly attract users and achieve conversions?

Author: Du Tianyu

Source: Dewai No. 5