Facebook & Instagram want to be the best place for people to find and enjoy videos online.

Whether it’s through short-form videos like Reels and Stories or longer-form videos with “on-demand” or going live, they took the time this week to explain the tactics that have the greatest influence on distribution for videos right now.

It’s a great list to keep close to ensure the content you work on is the highest, best, and most strategic use of your time.

• Originality

Your account should be your platform — a place to show the world who you are and how you think or create.

• Capture and Retain Attention

Videos that capture the audience's attention and inspire people to watch to the end may earn more distribution on Facebook. Retention is one of the indicators of how well your content is matched with what the audience wants to see.

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