Facebook Video Ranking Updates — what marketers need to know. Plus, key insights around video and Facebook from Social Media Examiner’s brand new Social Media Marketing Industry Report. Facebook just changed how the platform ranks VIDEO. Facebook's focus is on ORIGINAL content. Repurposed content will be demoted. See this companion Facebook Live: https://www.facebook.com/marismith/videos/548723358985298/ This educational broadcast is brought to you in partnership with our good friends at AgoraPulse - the easiest way to get out of social media overwhelm, schedule content across ALL social channels, *and* manage your community engagement... all in one platform! Get a 14-day free trial. Plus, friends of Mari Smith get 20% off any monthly plan. Details at: agorapulse.com/marismith **RESOURCES mentioned in this session** Facebook's officialVideo Ranking Update: https://newsroom.fb.com/news/2019/05/updates-to-video-ranking/ Facebook's Understanding Video Distribution: https://www.facebook.com/facebookmedia/blog/understanding-video-distribution-on-facebook See if you qualify for video ad break monetization: https://www.facebook.com/business/m/join-ad-breaks Social Media Examiner's 11th Annual Social Media Marketing Industry Report: https://www.socialmediaexaminer.com/social-media-marketing-industry-report-2019/ Mari Smith's video gear & video success kit: https://marismith.com/videokit Join the Wave.video 7 Day Video Challenge -- learn how to optimize your video content: Mari Smith & Wave VIDEO CHALLENGE Group https://www.facebook.com/groups/MariSmithWaveVideoChallenge Got questions? Let us know!!

1. @marismith @mari_smith 1@marismith @mari_smith@marismith @mari_smith
Facebook
Video Ranking
Updates
What Marketers Need To Know
MARI SMITH – Premier Facebook Marketing Expert
CEO, Mari Smith International, Inc.

2. @marismith @mari_smith 2@marismith @mari_smith@marismith @mari_smith

3. @marismith @mari_smith 3@marismith @mari_smith
Facebook just changed how the
platform ranks VIDEO.
Facebook's focus is on ORIGINAL
content.
Repurposed content will be demoted.
Video Ranking Change

4. @marismith @mari_smith
Facebook’s
Video Focus

5. @marismith @mari_smith 5@marismith @mari_smith
3 types of people:
1. Video creators
2. Media companies
3. Users
Facebook wants to help…

6. @marismith @mari_smith 6@marismith @mari_smith
1. “talented video creators find their audience and
build profitable video businesses on Facebook”
2. “media companies — whether large, small,
global, or local — to continue their invaluable
work”
3. And, above all, Facebook wants to help: "people
on Facebook discover great videos and build
relationships with the creators and publishers that
matter to them"
Facebook wants to help:

7. @marismith @mari_smith
3 Facebook
Video Ranking
Factors

8. @marismith @mari_smith 8@marismith @mari_smith
1. Loyalty and intent
2. Video and viewing duration
3. Originality
These 3 video ranking factors are not
new…
…but Facebook is now 'strengthening
their influence among the multiple factors
that determine video distribution'
Important…

9. @marismith @mari_smith 9@marismith @mari_smith
Facebook will give more ranking
weight to videos that Facebook
users proactively seek out to
watch and return to watch week
after week.
1. Loyalty and intent

10. @marismith @mari_smith 10@marismith @mari_smith
Previously, Facebook wanted
videos to capture viewers' attention
for at least 1 minute.
Now, Facebook is giving more
weight in ranking to videos that are
at least *3 minutes* long.
2. Video and viewing duration

11. @marismith @mari_smith 11@marismith @mari_smith
Video creators and media companies need to
focus on creating original content.
Videos that repurpose content from other
sources 'with limited or immaterial added value'
will see strongly limited distribution.
Pages involved in 'sharing schemes' will be
demoted.
3. Originality

12. @marismith @mari_smith
What Should
Marketers Do?

13. @marismith @mari_smith 13@marismith @mari_smith
Create and share ORIGINAL videos
Make videos of 3 minutes+
That inspire viewers to watch to the end
Optimize videos for SEARCH
Add clear titles, descriptions, & tags
Inspire meaningful ENGAGEMENT
Get your videos to rank higher:

14. @marismith @mari_smith 14@marismith @mari_smith
3 Minutes Long!
h/t Lisa Monks
14

15. @marismith @mari_smith 15@marismith @mari_smith
We prioritize content that sparks
conversations and meaningful
interactions between real people.
To do this, we increase distribution
for videos that inspire friend-to-
friend or person-to-person
interactions.
Engagement

16. @marismith @mari_smith 16@marismith @mari_smith
Increased distribution of videos
that are shared.
Shares remain one of Facebook’s
most powerful tools for organic
distribution.
Shares

17. @marismith @mari_smith 17@marismith @mari_smith
…you wrote, shot, edited and
published yourself or with the support
of a production partner.
Make sure your Page is participating as
much as possible in the creation of the
videos you post.
Use footage that can’t be found elsewhere
on Facebook.
Publish videos that…

18. @marismith @mari_smith 18@marismith @mari_smith
Make meaningful enhancements:
You can use content from other sources
in your posts as long as you increase its
value through creative editing,
voiceover or commentary.
These enhancements must be
meaningful - simply stitching together
clips or adding a watermark does not
qualify as a meaningful enhancement.
Add valuable editing

19. @marismith @mari_smith
Plus, Highlights from
Social Media Examiner’s
11th Annual Social Media
Marketing Industry Report

20. @marismith @mari_smith 20@marismith @mari_smith@marismith @mari_smith
Engagement (p6)
Top question
Video channels (p27)
YouTube & Facebook
Video lengths (p28)
80% create <3mins!
Video orientation (p29)
Horizontal!
Live video (p30)
43% not using yet!

21. @marismith @mari_smith 21@marismith @mari_smith
https://newsroom.fb.com/news/2019/05/updates-to-video-ranking/
https://www.facebook.com/facebookmedia/blog/understanding-video-
distribution-on-facebook
https://www.facebook.com/facebookmedia/blog/video-best-practices
https://techcrunch.com/2019/05/06/facebook-updates-its-video-
guidelines-to-promote-original-content-loyal-and-engaged-viewership/
https://www.socialmediaexaminer.com/social-media-marketing-
industry-report-2019/
Resources