Facebook is tweaking News Feed by giving prominence to longer videos with higher completion rates

Facebook is recognizing the additional commitment necessary to finish watching longer videos, by boosting the presence of these videos on the News Feed.


The kind of content Facebook delivers to users in the News Feed depends on a number of factors. When it came to video content, Facebook monitors a number of factors including reactions, shares, whether or not the video is live, how long the video is, whether people watch it with sound, if HD was turned on, and if users prefer to watch the video in full screen mode. One of the factors Facebook considers is the percentage of the video that the user has completed watching.

Usually, shorter videos have higher completion rates, as they are easier for a user to commit to watching. After monitoring usage patterns, Facebook has determined that the percent completion metric is biased towards shorter videos, and are a reason why shorter videos show up more often in the News Feed. Facebook is now fixing this disparity, by rewarding longer videos with longer completion rates. This means that Facebook is recognizing the additional commitment necessary to finish watching longer videos, by boosting the presence of these videos on the News Feed.

Shorter videos should see a slight dip in News Feed distribution, but longer videos with higher completion rates will see an increase in distribution. According to Facebook, the ideal length of a video is how long it takes to tell the story, and that the video should be engaging over the entire duration. The update does not mean that all long videos will perform better, longer videos that people do not want to watch will not see an increase in News Feed distribution.

Content creators can look at Page Analytics to understand how their videos have performed, and fine tune their video offerings according to the demands and habits of the users. The update is expected to gradually roll out over the course of the next few weeks. Facebook will continue to monitor usage, and make adjustment to content distribution on the News Feed according to the requirements of Facebook users, and as Facebook better understands video behavior on Facebook.

 


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