Facebook is changing video metrics.

Facebook is taking into account the 'percent completion' of each video in the way it now treats videos and ranks them. What does this mean for your Facebook Page?
​

According to Abhishek Bapna, Product Manager at Facebook and Seyoung Park, Research Scientist at Facebook, "Most Pages will not see significant changes in distribution as a result of this update, longer videos that people spend time watching may see a slight increase in distribution on Facebook - so people who find longer videos engaging may be able to discover more of them in their News Feed."

They also added, "This change will roll out gradually over the coming weeks. As usual, we’ll continue to make improvements as we better understand video behaviour on Facebook, to make sure that people are seeing the most engaging and relevant video content for them."

Video is such a compelling communications tool and I agree 100% with the team at Facebook, "As always, Pages should focus on creating videos that are relevant and engaging to their audiences. 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."

Keep an eye out to see the changes roll out.