Facebook changes video ranking in favour of long-form videos

Facebook has announced in a blog post it will change the way it measures the value of videos in its newsfeed, prioritising longer videos through organic search.

facebook video scrolling on phone

In a blog post written by Abhishek Bapna, product manager at Facebook and Seyoung Park, research scientist, the social media giant said it would adjust value and prioritisation of video based on its “percentage completion”.

“In the past, we’ve made updates to News Feed that take into account more of the actions that you take on videos and whether a video is live or not,” the blog read.

“As we continue to understand how our community consumes video, we’ve realised that we should therefore weight percent completion more heavily the longer a video is, to avoid penalising longer videos,” they added.

While most Facebook pages will not notice the changes in distribution, consumers who enjoy long-form videos will notice more in news feeds.

Facebook has said while the changes will commence over the next few weeks, the new measurement will only apply to organic video and not video ad distribution.


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