Patricio Robles says, “What Facebook wants, it usually gets, and despite the general belief that attention spans are increasingly limited, the world’s largest social network is apparently intent on encouraging long-form video.

Here’s what brands creating video content for Facebook need to know about the changes Facebook is making to accomplish that.

It’s changing the way video completion rates are factored into News Feed ranking

In a blog post, Facebook product manager Abhishek Bapna and research scientist Seyoung Park explained that Facebook is changing the way it factors the percent completion metric for video into how it ranks content for placement in user News Feeds:

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”.

What brands need to know about Facebook’s long-form video push

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