Facebook has just launched another metric to help us understand how well our video content posts are performing.
I’m Amanda Robinson, The Digital Gal and I’m going to break down what the distribution score is, how to use it, where to find it, and how to make video better video content because of it.
The higher your video Distribution Score is, the more your video is organically appearing across the feeds across Facebook.
That’s pretty great, right? So we definitely want to focus on improving that score so we can get better distribution of our Facebook posts organically.
Organic Reach Is Not Dead When I’m saying organically, I mean natural reach with Facebook’s algorithm, not via paid ads. So we are talking about organic distribution of your Page posts, not paid distribution.
However, paid distribution (Facebook Ads) never really hurts because it’s just going to help add fuel to that fire and help you get even more organic reach.
Many people complain that their Facebook Page gets little to no organic reach. One way to improve your organic reach is to start producing more video content and to use Facebook’s NEW Distribution Score to help you improve the quality of your content for your followers.
It is a slow and steady growth tactic and does not happen overnight, but I assure you my friends, organic reach is not dead.
How Is Facebook’s Distribution Score Calculated?
And don’t worry if you have not posted over a hundred videos on your Facebook page. First of all, get on that. You really need to start getting video content going! I know, I do too. That’s why we’re doing this together.
If you have not posted a hundred videos, that’s okay. You need at least five on your page to be able to get this metric.
Distribution Score Uses 5 Metrics
1) Average Video Watch Time
What is even better?
Facebook is scoring your post in comparison to other post metrics at that same point in time the post has been live for.
So what does that mean?
Well let’s look at it this way. Say you created a post two hours ago and you went and looked at your metrics to see how well that post is performing. The video Distribution Score is going to look at that post at the two hour mark and it’s going to compare it against video content that you’ve posted in the past also at the two hour mark of how long the post was live for.
When you go to look at that metric seven days after you posted, it’s going to give you average rankings based on all of your previous video content at the seven day mark. You see where I’m going with this? It’s kind of cool. So it is a dynamic score that’s giving you a really good well-rounded idea on how well your video post is performing in comparison to your own previous content.
Where Do I Find Facebook’s Distribution Score? https://www.facebook.com/creatorstudio/ .
1. Go to the Facebook section in Creator Studio
From Creator Studio, you’re going to go into your content library. Then you’re going to look at your posts and you can see the distribution score column right from there, however, I still recommend ranking everything by video content posts so that you can isolate your video posts and have a really good view to easily compare how well your video content has been performing.
Distribution Score Shows How Your Post Ranks & How To Improve
And it is also going to focus in on the one metric for that particular video that is having the biggest impact on your organic distribution.
Facebook is basically shining a spotlight on the one area that you could be improving or that it’s having a big impact, positive or negative.
If a video post is underperforming compared to your previous content, it’s a really good flag to bring your attention to, to help you understand why this didn’t perform as well as a previous similar posts.
How Does The Distribution Score Help You Create Better Video?
With our videos, we want to make sure we’re hitting that one minute watch time mark. We want to make sure that our average video view times are continuing to rise. How? By keeping your content engaging, keep people coming back and keep people watching longer.
Pay close attention to where views are dropping off in your videos.
If video view drop-offs correlate to a habit of yours on screen, or a logo or title card you’re displaying, or when you change from a talking head to a screen share … all of this is valuable information to help you understand where you are potentially losing attention spans.
You also want to elicit comments and you want reactions. The combination of all of those factors are really going to impact the organic distribution on y0ur video posts.
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