Facebook has recently tweaked the News Feed, giving more weight to videos watched in their entirety

Happy Ending?

Facebook calls the new ranking "percentage completion", and as the name implies this metric looks at how long a video post is watched on average.

As longer videos require more investment from viewers, Facebook figures that videos with a greater percentage completion score will now be ranked more highly.

Return viewers

Facebook says it doesn't expect the change to negatively impact most Pages. Indeed, the update could give brands more scope in their video storytelling.

However, you may want to pause for thought before commissioning your next Lawrence of Arabia.

Facebook says longer form videos that don't attract high views won't attract a higher News Feed weighting.