Facebook has made a series of changes in the algorithm responsible for ordering the contents that are shown to each user. The objective is to give priority to original and quality audiovisual content.
“Facebook will reward videos that show original content and have a committed and loyal fan base.”
From now on, Facebook’s algorithm – which was recently changed to give less weight to the hoaxes and fake news – will take into account three new variables when prioritizing video content. They are the following:
-Leal and intention: Facebook will take into account from now on if a video has a faithful audience that consumes the content repeatedly. If users return to that content and consume it again, Facebook interprets that it is because it is a quality content, which will give it more visibility in the feed of other users.
-Duration and visualization: The algorithm of Facebook already gave more value to the videos that managed to retain the attention of the user for more than a minute. That is to say, the permanence of the user is sought and not to give weight to videos that are consumed during a few seconds. Now the company will further enhance the time spent, and especially in audiovisual content that lasts more than three minutes.
-Originality: Facebook wants to limit the diffusion of videos reused from other sources and that do not have an original content. The limitation would not only reach dissemination, but also monetization. In this way, priority will be given to videos whose contents are original.
This being the case, from now on, the Facebook algorithm will highlight not only the updates feed, but also Facebook Watch and the “More videos” recommendations, the contents that best match these variables.
This change of algorithm will negatively affect the videos that are automatically shared by the so-called “content farms” on Facebook. These “content farms” are known to produce a large number of content for websites that only look for clicks. In this sense, they get in touch with Facebook Pages with many followers to try to distribute their content through these sites through unethical practices, since in many cases what is shared is often misleading content.
According to Facebook, this type of content distributed by farms will now be more difficult to stand out thanks to the changes in the algorithm, which will mean a fairer diffusion of the original and quality video content.
The algorithm change is part of Facebook’s efforts to improve its original video platform, Facebook Watch, to face services such as Apple TV +, The Roku Channel, Amazon IMDb or YouTube. This has announced that it will soon allow to see its original content for free, although with advertisements.