Facebook is undergoing a series of updates as some call for the company to be broken up including it’s co-founder


You may have noticed their new round and bright blue logo with the “f” centered in the middle, however more importantly their have been several changes to the video ranking algorithm that put the focus more on originality, viewing duration, loyalty & repeat viewership. Let’s go through these updates and highlight what they mean for content publishers.

  • Original Content will receive more attention; original, high-quality content will be (even more) a priority to Facebook than other copied or unauthorized content that adds limited or no value to its audience. This maybe means banning your video uploads and monetization if it’s not originally produced.
  • Loyalty and Replays: The more people are drawn to your content and come back for more, the more Facebook will push your content in the News Feed to help you reach more people.
  • Viewing duration (at least 1-minute of watch time): Videos that capture viewers’ attention for at least one minute will receive high ranking. “We will add more weight for videos that keep people engaged, especially on videos that are at least three minutes long,”

Facebook has positioned their “Watch” platform as a Youtube competitor however most creators have been struggling on the watch platform recently. Accordingly, Facebook made some changes to help them out.


The focus on repeat viewership and watch time is not new as David Miller, Product Management Director at Facebook wrote… “We want to help talented video creators find their audience and build profitable video businesses on Facebook. We want to help media companies — whether large, small, global, or local — continue their invaluable work. And above all, we want to help people on Facebook discover great videos and build relationships with the creators and publishers that matter to them,”


Facebook is also looking to reward content creators that produce longer content (3+ minutes) that is of high production quality as they position themselves as a premium as based content platform.


Goes without saying that Facebook aims to push long-form content in an effort to increase ad inventory and monetization options for the platform in its ongoing struggle to upend Youtube as the number one social video platform.


Do you think Facebook is on the way to becoming the preferred ad based platform to watch videos online? How do you think these changes will affect video publishers and marketers? Let us know your thoughts below ↓