Facebook is looking to reward video content creators by crediting them for every view that lasts for a minimum of three seconds. This is likely another shift in Facebook’s approach to making itself a valid video platform. Between the reward system and how Facebook’s default state is to automatically play video, publishers made videos with a focus toward grabbing viewership right out of the gates. As a consequence of that approach, many publishers have noticed abysmal completion rates.
While Facebook is making changes to how its video content classifies “views,” the social media juggernaut is also modifying its News Feed to prioritize lengthier videos in order to prolong viewer retention and bolster promotion. This shift is just one tweak in Facebook’s focus shift to compete with other video streaming outlets like YouTube and even television.
Facebook also plans to play around with their courtship of long-form content by placing mid-roll advertisements within videos that are 90 seconds or more in length. This could easily serve as a message to advertisers that money will come from keeping eyeballs on lengthier clips.
In a public comment, Facebook took a stance that any video that can maintain viewership through to completion or near-completion is a compelling video. It added that while longer videos takes up more time, they will be making the change to no longer “penalize” longer videos. It ended the remarks by hinting that lengthier videos would be more likely to receive a greater degree of distribution and proliferation among users.