Meta gives us insights into how to optimise our video content, Twitter has officially launched live testing for tweet editing and TikTok has a 98 year old influencer who is everything you need this Monday

December 11, 2023



Meta gives us insights into how to optimise our video content, Twitter has officially launched live testing for tweet editing and TikTok has a 98 year old influencer who is everything you need this Monday
Meta provides new insights into how its video distribution algorithm works

Even a dog with a bone is less neurotic than Meta with video content. And it’s dug up some new insights for us into how its video distribution algorithm works.

The latest overview details the factors that influence how, when and where video appears on the platform, as well as the four signals it uses to determine distribution and ways you can increase effectiveness of monetisation for videos.

  • Originality: Videos that are distinctive, have material editorialisation and reflect the unique voice and value of the page that creates them.
  • Loyalty & Intent: I.e. when people regularly come back to view a page’s videos, actively search for your content or seek it out on video-first destinations.
  • Viewing behaviours & video attributes: Videos that contain certain attributes and inspire certain viewing behaviours will earn more distribution, such as longer videos, explicit storylines and the ability to capture and retain attention until the end.
  • Engagement: Videos that spark conversations and meaningful interactions between people, are authentically shared and are actively engaged with.

That’s the short version. The long version is long, but worthwhile, and explains exactly what you need to do to thrive, including the behaviours you should avoid.

Explaining its rationale, it said that it wanted Facebook & Instagram to be the best places for people to find and enjoy videos online; and to build an ecosystem that encourages intention and builds loyalty.

“Your page should be your platform - a place to show the world who you are and how you think or create.” But also, do these exact things and do not deviate from our specified guidelines, if you want to stand a chance of beating our algorithm. ✌️

Tweet editing is finally here

But don’t you know about the bird? Well, everybody knows that the bird is the word.

The edited word, that is. Twitter has officially announced the first stage of live testing for tweet editing.

The platform has launched a test of the feature with internal staff, before expanding the testing bird bath to Twitter Blue subscribers in the next few weeks and all users eventually.

“For this test, Tweets will be able to be edited a few times in the 30 minutes following their publication. Edited tweets will appear with an icon, timestamp, and label so it’s clear to readers that the original Tweet has been modified. Tapping the label will take viewers to the Tweet’s Edit History, which includes past versions of the Tweet,” it explained.

So tweet editing will only be available for a limited time after posting. But that’s intentional. Twitter explained that the time limit and version history play an important role in protecting the integrity of the conversation and creating a publicly accessible record of what was said. *GREAT parenting* Users will also be able to edit images, videos and alt text info.

In its statement on the release, it said that it hoped that, with the availability of Edit Tweet, tweeting will feel more approachable and less stressful; and that users would be able to participate in conversations in a way that makes sense and feels effortless. 🥺

The 98 year old TikTok sensation

And finally, some heart warming content after a heavy few weeks of news.

TikTok has a new influencer. 98 year old Lillian Droniak, aka ‘Grandma_Droniak’ has taken the platform by storm after a video of her chatting away went viral overnight.

“Making our channel was my grandson Kevin’s idea from the start. It’s his fault that I’ve got nearly 5m followers. He’s made YouTube videos with me for years already. So we just kept on going with this to see what could happen. TikTok? Why not?,” she said in an interview.

From dancing on the porch and dishing out advice to saying stupid things and idlly chatting, Lillian and Kevin get up to all sorts. But what she loves most is that TikTok gave her the chance to share her message - her lifelong mission.

“When I was 20 years old, my life turned upside down. The Nazis invaded Hungary and my mother, brother, three sisters and I were crammed into a train destined for Auschwitz. I made a promise to myself when I was in the camp: if I survived when so many millions did not, then I would never stop speaking about how hate and prejudice must never again prevail.

This was an opportunity to spread my story far and wide. Now, I hope my stories will never be forgotten. They’ll live online forever.”

And her sage, grandmotherly advice for all of us out there?

“If you put your mind to it, there’s no limit to what you can achieve, no matter how old or young you might be. Take it from me. A 98-year-old on TikTok.”

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