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Facebook adds ‘percent completion’ to video ranking metrics

Social & Digital

Facebook adds ‘percent completion’ to video ranking metrics

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Facebook will include the percentage of completion videos engage to its rankings.

Facebook has changed the way it ranks videos in news feeds by adding ‘percent completion’ to its metrics.

Unitl now, videos have been favoured in news feeds based on whether or not they’re live, and whether viewers open them in full screen. The new metric will help Facebook understand which videos users are enjoying by observing if they are watched to completion.

Longer videos watched for a longer time, in theory must be more compelling to engage attention than shorter videos with shorter percent completion viewing.

“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.” say Abishek Papna, product manager, and Seyoung Park, research scientist, in a Facebook newsroom media release.

Most pages and videos are not expected to see a change in distribution, though longer videos that people spend more time watching may see a slight increase, and shorter videos may see a slight dip.

“Pages should focus on creating videos that are relevant and engaging to their audiences. Longer videos that people don’t want to watch will not perform better in News Feed. The best length for a video is whatever length is required to tell a compelling story that engages people, which is likely to vary depending on the story you’re telling,” Papna and Park recommend.

“You also should look at your video insights in Page Analytics to understand how your videos perform.”

The change will be rolled out over the coming weeks.

Late last year, Facebook’s announcement it had been misreporting organic metrics caused a stir in the industry.

 

Related: How marketers should use personalisation now Facebook has set the bar high »

 

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Ben Ice

Ben Ice was MarketingMag editor from August 2017 - February 2020

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