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Meta reveals Facebook video distribution insights

As Meta continues to focus on video content across its platforms, the company has published an overview of the primary factors that it uses to rank videos published by creators.
Meta outlined four key factors that content creators should consider when looking to create effective video content. Read on to find out more.

Original videos that “reflect the unique voice and value of the page that creates them” are given priority by Meta, to maintain the diversity of content on the platform.
To ensure your videos are original, Meta recommends that your page is heavily involved in the production of the videos it posts.

Viewing Behaviours and Video Attributes
Videos with specific attributes will secure more distribution on Facebook, as well as videos that motivate certain viewer behaviours. Longer videos of at least three minutes are prioritised, with narrative-driven videos proven to engage viewers and ensure they keep watching until the end.

Loyalty and Intent
Pages that see visitors regularly return are favoured by the Meta algorithm and see greater distribution, with additional support given to pages that are specifically searched for by viewers.
Content creators can encourage viewer loyalty by optimising their content for Facebook searches and posting bonus content to boost engagement.

Content that generates interactions between viewers and platform users will be prioritised by Meta, with videos that see conversations in the comments section, shares, likes, and interactions offered greater distribution.
Earlier this year, Meta revealed that videos account for 20% of the time users spend on Instagram and a significant 50% of the time users spend on Facebook. With these figures, it’s easy to see why the company is looking to further focus on video content across its platforms.