How to make video succeed under Facebook’s new algorithm

As Facebook prioritizes interactions among friends, even fans who follow you aren’t seeing your posts. Here’s how to bring eyeballs to your videos.

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Hey! Where did all your fans go?

If it seems that your organizations’ video views on Facebook have plummeted, you’re not imagining things.

Changes in the social media colossus’s algorithm this year mean your posts won’t automatically show up in people’s news feeds— even if they follow you.

“If your video goes up on a brand page, a company page, it’s just not going to make it into anybody’s newsfeed,” says Shel Holtz of Holtz Communication + Technology. “It doesn’t matter whether people have followed that page. You’ve got to get them to go to your page and engage with it.”

That doesn’t mean you have to give up on the platform with 2.1 billion active users. Video is a central part of reclaiming your fans. Here are tips for getting the most out of it.

Go live.

Facebook’s new algorithm prioritizes live video, says Jason George, chief executive of Telescope. Live videos on average get six times as many interactions as prerecorded videos, boosting their importance to your communications and marketing mix on Facebook.

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