Ifølge digitaldirektør Christian Fure i mediebyrånettverket Dentsu Aegis har Facebook i løpet av ett år gjort kvantesprang for å utfordre Youtubes posisjon på nettvideo.
– Over 25 prosent av newsfeeden i Norge består i gjennomsnitt av videoer, sier Fure.
Fordi video løftes så høyt i nyhetsstrømmene på Facebook, merker nettsteder som ikke har så mye video i sine Facebook-innlegg, som Aftenposten, at de får mindre trafikk fra Facebook enn før.
Les mer her:
Rammet av Facebook-video
Dagens Næringsliv kontaktet Facebooks nordiske pr-byrå for å få svar på noen spørsmål om Facebooks videobruk:
- Hva har Facebook gjort for å vekte opp video i nyhetsstrømmen?
- Hvorfor har Facebook gjort dette?
- Hvordan forsvarer Facebook en slik eventuell endring av utvalget i publikums nyhetsstrøm – gitt at det går på bekostning av mer tradisjonelle nyhetsoppdateringer?
- Hvorfor har ikke Facebook kommunisert denne endringen til brukerne
Kjernen i svaret fra Facebook er at
- «Nyhetsstrømmen lærer, ut fra hva du har likt tidligere, å prioritere hva den skal vise deg i fremtiden, slik at hvis du leser mer nyheter, vil du få se mer nyheter, hvis du ser videoer, vil du få se mer video».
Her kan du lese hele svaret, slik det ble formidlet av pr-byrået Jung Relations i Stockholm:
«The Facebook News Feed delivers a personalized feed of stories based on your friends, the Pages you like and the public figures you follow. Facebook does not make a value judgment on content. Facebook's goal is to show people the content they most want to see at the top of their News Feeds. For some people that may be hard-hitting, long form news, for others it may be entertainment news, other may prefer sports. We measure that by neutral, measurable, objective criteria.
Facebook looks at many things to try and determine what people want to see including what they like and comment on. Facebook also recognize that there may be articles that you want to see, but may not want to “like” - an article about the recent terrorist attack in Copenhagen for example. To help make sure Facebook are showing people the stuff they want to see even if they don't want to like it, Facebook also run thousands of surveys every day to ask people what they most want to see in their News Feed. From these surveys Facebook has identified other factors to look at to help the platform do a better job of this. For example, Facebook recently announced an update to ranking to take into account how long people tend to stay away from Facebook after they click through to an article. If people click on an article and spend time reading it, it suggests they clicked through to something valuable. If they click through to a link and then come straight back to Facebook, it suggests that they didn’t find something that they wanted. Facebook now take this into account when they rank stories with links in them.
Because people tend to only have time to read less than 10 % of all the stories that could be in News Feed at any given time, News Feed shows the most important ones first, so you don't miss updates from friends, family and news sources you care about. All users on Facebook can influence this: if you like something you’ll see more of it and if you hide it, you’ll see less. The News Feed learns from what you’ve liked in the past to prioritize what to show you in the future, so if you read more news, you'll see more news, if you watch videos, you'll see more videos.
Read more about user control here: https://www.facebook.com/help/335291769884272/
Facebook recently made an update to do a better job of identifying stories that are more important in the moment than other types of updates. One way Facebook shows timely content higher-up in News Feed is to show people stories about things that are trending as soon as they occur, so you can immediately know what your friends or favorite Pages are saying about the stories of the day. Facebook also look at when people are engaging with a particular post to help rank timely content higher up. This means that if people are engaging with the post right after it is posted, and not as much a few hours later it is more likely to appear higher in News Feed earlier on and lower at a later date. Often time sensitive content is news content but it can also be content related to other activities such as a sports game or someone asking for restaurant recommendations for that evening.
Facebook is committed to providing resources to help journalists and media companies tell richer stories. This includes FB Newswire, our public content APIs and Public Content Solutions program, and features like Trending. Facebook recently launched Facebook Media to help surface best practices, success stories, and other resources for media organizations and public figures. Journalists can also use Facebook to post meaningful content that enables them to better interact with their readers/ viewers. Please read more about the tools we provide for publishers here: http://media.fb.com/2014/12/10/new-tools-and-insights-for-publishers-2/»
Dagens Næringsliv poengterte deretter at ingen av de opprinnelige spørsmålene egentlig var besvart. Da kom følgende svar Nicolina Jonsson i Jung Relations:
«Vi svarar på dina frågor så gott vi kan- men när det kommer till content i nyhetsflödet, t ex video, är det som jag förklarade nedan- att varje nyhetsflöde är personligt, baserat på användarens inställningar, tidigare aktivitet och vänners aktivitet. Det går alltså inte att säga att ”Facebook har XX% video i alla användares nyhetsflöden”- utan det är olika för alla användare. Sen blir det såklart en konsekvens av att mer och mer content är videobaserat, att mer och mer video delas på alla sociala medier/plattformar. Ju mer video som delas och som engageras kring, desto mer kommer det synas (enligt principen ovan). Är det ett tydligare svar på din fråga? :)»
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