With over 3.6 billion active social media users in 2020, brands and influencers are constantly competing to produce entertaining video content. According to a Social Media Examiner report, 73% of digital marketers are re-evaluating their social media strategies to explore ways they can better incorporate video content while 50% want to extend their reach by using live video streaming.
With its 1.18 billion active users – Facebook is perhaps the most ideal platform to experiment with video content. From 360-degree video to Facebook Live, content creators are able to engage their audience in fresh and innovative ways. However, these tools alone are not enough: creators must optimize their video content to ensure maximum visibility.
In Facebook Media’s recent Behind the Screens episode, Facebook Product Lead Mahncy Mehrotra explains Facebook’s video content algorithm and shares her personal tips on how creators can improve their reach on the platform.
Mehrotra states in the beginning of the video that engagement is key to how Facebook’s algorithm prioritizes content:
“There are many factors – so it’s hard to get into all of them, but I think at a high level – what I would like to say is we look at the likelihood that a user will watch the content, so the primary factor that really matters is what’s the probability that a users going to engage with this content and watch it for a longer period of time. And then we also factor in – secondly – what is the likelihood that a user is actually going to engage with this content – meaning will they like it? Will they share it? Will they comment on it and tell their friends?”
Mehrotra also discusses the fundamental characteristics of viral videos:
“What unlocks virality goes back to the core of us wanting users to enjoy the content that they’re watching; if there is a video that users are consistently viewing and engaging with all the way through, re-sharing it and spreading it with their friends – we take all of those signals around the video’s engagement – which essentially triggers virality”.
Notably, Mehrotra provides 5 strategic tips to maximize Facebook video performance:
- Create videos that encourage intentional and loyal viewing: content is more likely to grow on the platform if users consistently come back to watch.
- Create videos that develop meaningful conversations and boost organic sharing: content that promotes a conversation tends to gain more visibility because it’s more shareable.
- Create authentic videos: Facebook wants to promote content that brings unique value to the platform.
- Create high quality videos that hold a viewer’s attention for a long time: if a high-quality video longer than 3 minutes is able to retain the viewer’s attention for at least 60 seconds, then it is considered to be performing well on the platform.
- Consistently upload videos to retain your audience: consistent posting keeps your audience engaged.
These tips from Mehrotra will help content creators on Facebook maximize both their reach and engagement on the platform. We’d definitely wouldn’t sleep on Mehrotra’s advice: Facebook knows Facebook best.