Facebook updates video ranking algorithm to surface content that users routinely seek out

“We will add more weight in ranking to videos that keep people engaged, especially on videos that are at least three minutes long,” wrote Facebook.

The company is also doubling down on its efforts to limit distribution of videos that include unoriginal or repurposed content and videos from Pages that are pushing “sharing schemes” – a practice where a Page systematically shares video content from a third party for monetary compensation. Facebook said it will “more strongly limit” distribution of this content.

Why you should care

Brands that are putting a focus on their video marketing efforts will need to re-evaluate their organic video content. Per these latest algorithm updates, popular videos that people keep returning to will likely be surfaced more often. This may not necessarily be something a brand can control, but the length of a video – and making sure the content is at least three minutes long – is a creative detail video marketers can easily fit into their strategy.