Facebook has announced an update regarding how it ranks videos in the News Feed. A new blog post from the network explains that “percent completion” — the percent of each video a user watches — inspired a change that will favor longer videos if they’re engaging.
“We know that completing a longer video is a bigger commitment than completing a shorter one,” Facebook authors explain. “We should therefore weight percent completion more heavily the longer a video is, to avoid penalizing longer videos.”
Why This Matters for Brands
The update, which rolls out over the next few weeks, will not drastically affect brands. Nonetheless, longer videos will experience a slight increase in distribution. (The key is that people will have to complete them.) That also means that shorter videos may have a slight dip in distribution.
What You Should Do
Videos should be at the length that is required to tell a compelling story. We don’t advise extending a video length just to have longer running time. Rather, this is an opportunity to explore more complex or comprehensive storytelling, which typically takes more time than a simple message.