If you can't beat the system, game the system.
Facebook has made it clear that it will prioritize and reward publishers who post video on the platform. But publishers lacking in video content need not worry: One new tactic involves posting static images in video formats -- like MP4 -- in order to rake in the eyeballs.
Turns out a picture is worth a million video views.
The fairly new tactic is being deployed by major publishers like BuzzFeed as well as relatively unknown players like ForShitsAndGiggles. In one example, an image of 22-words racked up more than 1.1 million "video views" on Facebook. In another, a meme that plays without sound for more than a minute sees over 1.4 million "video views."
And this 48-second "video" saw 6.4 million views in a two-week span.
Other examples include posting shorter so-called videos that last just a few seconds, but are little more than static memes.
Facebook told Ad Age it does not prioritize videos over other story types in News Feed, adding that it is "personalized" for the user. "If you typically like to engage with videos, you will likely see more videos in your feed," a spokeswoman said. "We are always improving News Feed to show the most relevant stories – this includes working to make sure people don't game the system."
Still, Russ Torres, VP of video content and strategy at USA Today Network, said Facebook is a big advocate of promoting video.
In regards to using images as videos, Torres said, "It's certainly not a technique, tactic, or test that any premium publisher like USA Today Network would entertain as it doesn't align with our values," he said. "That said, in this hyper social world we live in, I certainly understand the motivation in creating content for the quick hit, or to grow your page in likes, and-or shares."