For Facebook Video, intent and repeat viewership matter. Recently, Facebook updated video distribution methods to build more effective monetization tools and improve viewing experiences for users, namely regarding video distribution, ad breaks, and pre-roll.
Most video watching on Facebook takes place in the news feed, making this a great place to reach target audiences. It is the primary hub of activity, featuring status updates, photos, app activity, and video posts.
New ranking methods promote videos people seek out or want to return to, like serial episodes from creators regularly publishing content. Partners fostering communities by actively posting weekly or daily content get a boost as well.
If content publishers link a Show Page with their regular Page, they can distribute episodes directly to followers. This makes it easier to maintain and grow audiences, connecting users with relevant content.
However, although New Feed is a popular zone for creators and publishers, Facebook expects video engagement to eventually move to Watch, the platform for shows. In Watch’s Discover tab, shows people come back to will be prioritized for more convenient access.
After all, News Feed isn’t the easiest place to go for returning viewers since they have to sift through a constantly changing barrage of status updates. Watch offers a place more akin to YouTube, where episodes and content are contained in one place.
Creating a Facebook Group for the show adds another level of engagement, providing viewers a social viewing experience to connect with other fans.
Putting videos and content in an appealing, easily accessible area makes your viewers likelier to stick around. Grouping similar content will encourage binging, keeping your viewers in one place to engage with your content.
If content is difficult to find, or re-find when showing friends, it’s less likely to spread.
Revisions to Ad Breaks will hopefully drive up engagement as well. Previously, videos were eligible for Ad Breaks if they were at least 90 seconds, and the ad could show up as early as twenty seconds into the video.
Starting in January, videos must be at least three minutes long to have an Ad Break, and the break won’t come until at least one minute has passed.
Although Ad Breaks benefit content creators with a share of the revenue, disruptions to already short videos can drive users away. Delaying the break may improve viewer satisfaction, keeping people watching longer.
Creators now have an Ad Break insights tab to better understand video monetization performance, tracking impressions and clicks per minute.
Additionally, Pages with over fifty thousand followers can now have Live Ad Breaks. Smaller Pages and Profiles aren’t eligible since Facebook determined these publishers are less likely to comply with their monetization guidelines. Plus, their audiences are typically smaller, meaning it’s more difficult to gain significant revenue from Ad Breaks.
Facebook also plans on testing six second pre-roll ads, but only in places like Watch since viewers are already actively seeking out this content.
Combining metrics tracking insight and updated distribution tactics with intentionally crafted content may promote repeat viewership, leading to more success for publishers.