Facebook announced today that it’s changing the way it ranks videos that appear in the News Feed. The social network will favour longer videos with high per cent-completion rates over short-form content and long-form videos that people watch lesser.
In a blog post explaining the updates, product manager Abhishek Bapna and research scientist Seyoung Park said long videos that viewers come close to completing could see a “slight increase in distribution.” At the same time, they said shorter videos might see a “slight dip” in the overall number of users who see them.
Bapna and Park said longer videos require more commitment from viewers, so completion stats can tell Facebook how “compelling” a post really is.
“As we continue to understand how our community consumes video, we’ve realized that we should therefore weight per cent completion more heavily the longer a video is, to avoid penalizing longer videos,” they wrote.
The two suggested brands and media companies focus on creating videos that are relevant and engaging, rather than simply going long for the sake of length. And they didn’t specify what constitutes a long video.