London-based video production agency The Cassette Group has invited existing clients and the public at large to a consultation on how to keep up-to-date with constantly changing video ranking standards on popular social media sites like Facebook. Video is already the best performing type of content on the social network, creating 59% more engagement than all other current formats (according to new research from Buzzsumo in 2019) and surpassing the second leading format, ‘questions,’ by quite some distance.

The move from The Cassette Group follows an announcement from Facebook three months ago that it would make a number of alterations to its system for ranking videos and determining how they should be distributed – ultimately impacting considerably on how often a company’s brand content is likely to be viewed in the feed. The changes fall into three rough categories: loyalty and intent, video and viewing duration, and originality. Overall, the optimal strategy for Facebook video is beginning to resemble the techniques that are most effective on YouTube.

Under loyalty and intent, the new algorithm is prioritising video content where users are engaged for more extended periods of time and return repeatedly to watch more content. The key here is to create material that entices viewers back to the news feed. On the question of video length, it’s advisable to produce videos that keep your viewers hooked for a minute at the absolute minimum. In future it’s likely that Facebook will strive to add more weight to the rankings of material that is at least three minutes long.

In addition, original content will be promoted over derivative or repurposed content borrowed from other sources that is considered of ‘limited or immaterial added value.’ Facebook will also restrict ‘sharing schemes’ that spread so-called clickbait videos from content mills. Monetisation for these types of unoriginal content will be discouraged or otherwise disabled. Above all, these new ranking factors are about quality over quantity and encouraging the use of video content to properly build your brand. Fortunately, there are tweaks that enable you to stay on top of your audience’s feeds.

For tips on how to act on ever-evolving ranking factors to create winning videos, please get in touch with The Cassette Group today, a trusted video production agency in London. We’ll be happy to share some ideas with you.

Contact Information
The Cassette Group
Address: Rookery Farm Bicester Road, Aylesbury,
Buckinghamshire, UK
Telephone: 0757 858 6980
Email: [email protected]
Visit: http://thecassettegroup.com/