Facebook announced that it is updating its algorithm to show more relevant videos in users’ NewsFeed.
Why is this important?
Because video is becoming more common as a way to consume content on Facebook and on the rest of the internet.
Facebook tells us that video consumption has doubled over the last six months.
As a content producer you need to be aware of the changing landscape of content consumption in order to cater for your users’ changing behaviour.
The good news is that not all of your competitors will be able or are willing to produce engaging video content so an opportunity is available to those who can allocate the right resources to understanding what makes good video.
In reference to Facebook, I have seen very few Pages uploading video so I think that whoever moves fast will be able to leave the competition behind.
Beware; we are not talking about linking videos already published on Youtube.
We are talking about uploading a video in the same way that most people and pages upload a photo.
In a similar way to how Facebook currently chooses what to show users in their Newsfeed, videos will be evaluated on how well they are received by the individual users and the level of interaction.
As always, engaging (video) content will be preferred to less engaging content.
Facebook is also saying that the update to the algorithm has shown in tests to be delivering more engaging video content to users that prefer it as a content type.
As a Page owner you will have access to Video Insight Metrics hat allow you to better understand which videos work well with your audience and which work less well.
It is being rolled out however I can confirm that I have access to it as of today 24 June 2014.
The metrics available are very similar to the ones available through Youtube so there is nothing too exciting to report except for the ability to compare video consumption in Facebook to that in Youtube and understand which platform may be the best for your video production efforts.
Are you going to be uploading (more) video to Facebook?