Does Facebook Prefer Long Video Content?

How does Facebook Reward Video Makers?

Before we can look at whether Facebook favors long videos or short videos, we need to work out how Facebook rewards video makers. Facebook uses its famous algorithm to determine the ranking of videos. These are then ranked accordingly on a user’s Newsfeeds. This allows Facebook to better curate videos and other content. This makes the content relevant and interesting to users. If a video is enjoyed by someone else, Facebook may decide that you’ll love this video too. Videos are ranked according to a set of criteria. This includes the competition for video views. If a video is watched by a user for more than 3 seconds that is counted as a “view” by the algorithm. Videos that were watched for longer, or even completed, were ranked even better. There are a number of other factors that help determine how highly a video should be ranked. These also include: Does the user turn on the sound when watching? Does the user go to full screen? Is the video live or pre-recorded? Does the user opt for high-definition? These other factors apply in the same way as before. Whereas Facebook decided the “percent of completion” needed to be adjusted. The “percent of completion” is what Facebook calls – how much of the total video has been viewed.

How did Facebook Alter the “Percent of Completion”?

This adjustment to Facebook was made to how the algorithm ranks videos according to the “percent of completion”. This was prompted by a recognition by the company that the ranking affects short and long videos differently. After all, watching an entire short video requires less attention and time. You may need to sit for quite some time to enjoy a whole long-form video. And therefore, how Facebook weighs this factor needs to be changed to reflect this. This suggests Facebook wants viewers to have their eyes glued to the video content for much longer than the previous sweet spot of 3 seconds. However, the change doesn’t only affect the ranking of videos that are watched all the way through. Previously, if a user watched half of a short video and half of a long video, the weighting would be the same. The recent adjustment recognizes that a long-form video that engages the viewer for more time has greater value.

Why is Facebook Making This Adjustment?

Now we know what Facebook has changed, we need to answer the question – why has Facebook made this adjustment? In many ways, Facebook views longer video content as more effective to engage and entertain users. Facebook is making increasing moves to compete with TV and other online video platforms. This is because Facebook believes that it is in a great position to compete for the advertisement money generated by TV. They see the future of Facebook as the increased creation of “native” video ad content. This means video content that blends into the rest of the content that surrounds it. However, Facebook claims it is mostly a matter of fairness. The change to the algorithm is to stop “penalizing longer videos”. Facebook also states: “long videos that people spend time watching may see a slight increase in distribution on Facebook”. Creatives who prefer creating longer videos will be pleased to hear this news. But does this mean that short video makers need to reconsider how they make videos?

What are the Implications of This Change?

This change is a sign that Facebook is determined to compete with other online long video platforms. These especially include the big players that are Amazon, Youtube, and Netflix. But also the main TV networks, such as ABC, CBS, and NBC. Many Facebook content creators have invested resources into making engaging short video content. Many will need to adapt to this adjustment. A change of strategy is essential if video content creators want to continue to feature on the Newsfeeds of Facebook users. The change will probably result in a drop in the prominence of short-form videos. However, the extent this change will have on short videos will take some time to reveal itself.

Should I Make Short or Long Video?

These recent changes show the power of the social media giant to influence how content creators operate. For video content makers, the decision about whether to make long or short-form videos remains. This is always a difficult choice. Many factors, such as target audience and objectives have to consider. As video content creators, the answer could be to continue what you prefer doing. Do you want snappy and effective short video content? Or, do you want to create engaging and attention-grabbing long video content? It’s important to get the right video production company for your content. As Facebook argues: “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”. Make sure your video content for Facebook is professionally produced. Get in touch with us today and you’ll be creating amazingly produced videos soon enough!