Social network Facebook is tweaking its algorithm for its News Feed again and this time it is gearing it to surface more videos for users as it is using it as a springboard for the Watch video platform. The company will show more videos on News Feed that people return to watch from the same publisher or creator week after week.

Facebook is looking to compete with YouTube and has been commissioning videos from creators and pages as a part of its Watch video platform. In recent times, it has also been releasing tools such as the Creator app which will help vloggers to make videos and monetize them in future.

“While News Feed will remain a powerful place for publishers and creators to grow and connect with their audience, over time we expect more repeat viewing and engagement to happen in places like Watch,” the company added.

Facebook also added that it will enable distribution by linking a show’s Page to an existing creator’s Page which will allow creators to distribute episodes to all followers. “This will make it easier for show creators to grow an audience for new shows, and for people to connect with content they may be interested in,” the company said.

Meanwhile, the Discover tab on the Watch platform will prioritize shows that people come back to so that they can catch up on latest episodes. Facebook also said that it wants to make video viewing more social where fans can connect with each other on the dedicated Facebook Group for the show.

Monetization of videos

CEO Mark Zuckerberg had said that the company would be working on monetization options for videos on the platform. Facebook has three options for creators to monetize their shows:

  • Branded content. The company said that the number of publishers and creators posting branded content each month has increased by four times, driven in part by opening availability to all Pages.
  • Ad breaks. Longer videos with more narrative development will be able to insert ad breaks in the show. Ad Break eligibility will shift to videos and episodes that are at least three minutes long, with the earliest potential Ad Break at the one minute mark. Previously, videos in the test were eligible for Ad Breaks if they were a minimum of 90 seconds, with the first Ad Break able to run at 20 seconds.For live videos, Facebook is also testing out an ad tool but it will only support Pages with more than 50,000 followers. “We’ve found Profiles and Pages below this threshold are more likely to share live videos that fail to comply with our Content Guidelines for Monetization,” the company added.
  • Next year, Facebook said that it will start testing pre-roll ads but it will not place them in News Feed but rather on the Watch platform. “We think they will work well in Watch because it’s a place where people visit and come back to with the intention to watch videos,” the company said. It will start with a 6-second pre-roll.