Over the past year or so you have probably noticed a pretty big shift happening on your Facebook News Feed. Video content has taken over, making up a huge portion of what you see on the platform.
To help sort through the influx of videos, Facebook is refining their News Feed algorithm with a new video ranking signal for videos: completion rates. Facebook has used several metrics in the past for ranking videos – including how long a person watched the video.
The problem is these metrics often benefitted shorter videos that don’t necessarily have as much value as longer video content
“One of the signals we look at is ‘percent completion’ — the percent of each video you watch — to help us understand which videos you enjoyed. If you watch most or all of a video, that tells us that you found the video to be compelling — and we know that completing a longer video is a bigger commitment than completing a shorter one. As we continue to understand how our community consumes video, we’ve realized that we should therefore weight percent completion more heavily the longer a video is, to avoid penalizing longer videos.”
For the most part, the new metric shouldn’t affect most pages sharing video content. However, they say “some shorter videos may see a slight dip in News Feed distribution.”
The key takeaway is that if you want your videos to be seen on Facebook, they have to be engaging – no matter their length.