Facebook Tweaks News Feed to Emphasize Longer Videos, Mid-Rolls
Facebook announced changes yesterday to the algorithm is uses to choose which videos get shown in users' news feeds. The system now puts more weight behind longer videos, which will result more longer videos being surfaced and more mid-roll ads getting shown.
The social network is adding percent completion to the factors it considers when ranking videos. Other factors considered include engagement time, whether the volume is on or off, and full-screen viewing. Considering completion percentages, Facebook says, will show which videos its members find more compelling. Explaining that watching a longer video is "a bigger commitment than completing a shorter one," Facebook will weight longer videos more heavily in its calculations.
Featuring more long-form videos ties in with Facebook's goal from earlier this month to begin testing 15-second mid-roll video ads. Facebook's mid-rolls start at the 20-second mark on videos at least 90-seconds long.
"While we expect that most Pages will not see significant changes in distribution as a result of this update, longer videos that people spend time watching may see a slight increase in distribution on Facebook," the company states. It then cautions members that this doesn't mean all long-form videos will be emphasized, only those people find engaging.
Younger people prefer to get their news online, so NBC News will launch a streaming service available without authentication.
15 Mar 2018
Facebook videos are no longer limited to desktop and mobile screens, as members can access their feeds and view recommendations on connected TVs.
15 Feb 2017
The social network's video plans don't end with mobile devices and desktops: The company now wants to stream long-form premium content to TVs.
01 Feb 2017
How are organizations such as PBS and TechCrunch using Facebook Live to reach and grow their audiences? The platform has been with us for a year now, so it's time to check in.
18 Jan 2017
The move will offer a new revenue stream for publishers, and encourage them to post more premium video to the platform.
10 Jan 2017
For two years an error in how Facebook calculates average view time led to dramatically higher averages. The problem shows the need for third-party verification.
23 Sep 2016