Friday, 25 May 2018

What's happened to video on Facebook?

Following Facebook’s announcement in January that it would be altering its Newsfeed algorithm "to drive more meaningful social interactions", the platform’s prioritisation of video appears to be over, according to Tourism Australia's (TA) social media guru, Nick Henderson.

Since January, the average organic reach of TA's images on Facebook is up by more than 50 per cent whilst video is down, meaning for the first time in years video and image posts are now reaching a similar number of people.

TEQ's digital team has also found similar results with Queensland video content and is currently testing the use of single images and introducing more live video to drive conversation and engagement.

TEQ is also reviewing the social media criteria for the Best of Queensland Experiences Program to determine if changes are required in response to Facebook altering its Newsfeed algorithm. Keep an eye out for more information when you receive your interim results in August.

So what's the lesson here? Really great content is more important than ever. Make sure you are posting content that people want to share – focus on quality over quantity – without specifically asking people to share/like/comment in the post copy. Above all, test and try lots of different tactics so you can learn what’s working for your page.

Read more advice from TA's head of social media

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