Get the latest market trends in your inbox
Stay on top of the latest market trends and economic insights with the Axios Markets newsletter. Sign up for free.
Catch up on coronavirus stories and special reports, curated by Mike Allen everyday
Catch up on coronavirus stories and special reports, curated by Mike Allen everyday
Denver news in your inbox
Catch up on the most important stories affecting your hometown with Axios Denver
Des Moines news in your inbox
Catch up on the most important stories affecting your hometown with Axios Des Moines
Minneapolis-St. Paul news in your inbox
Catch up on the most important stories affecting your hometown with Axios Minneapolis-St. Paul
Tampa-St. Petersburg news in your inbox
Catch up on the most important stories affecting your hometown with Axios Tampa-St. Petersburg
Facebook is changing its video algorithm to incentivize publishers to create more long-form video. They'll be looking at the percent completion rates to determine video interest and they'll be weighing the percent completion higher for longer videos.
Why it matters: It's another step to compete with TV networks for ad dollars on long-form content.
Facebook's step-by-step :
1) introduced a live platform and paid publishers $50 million collectively to produce content for it as an incentive. They incentivized those partners to make live videos longer by algorithmically favoring videos at least 10-minutes long.
2) Rolled out a video tab to test housing an in-platform destination for long-form video.
3) Announced they were testing mid-roll ads that can be monetized for publishers but are only available for videos longer than 90-seconds.
What to expect: Facebook will still count a video view at any length as three seconds, but without the financial and algorithmic incentive to produce short video, you'll probably see less of that from publishers in your newsfeed.