ADWEEK: Facebook says if you like a video you'll see more

Views have doubled in the past six months

Facebook has given more weight to video views in its News Feed algorithm, which determines what content users see on the social network comes from brands and what comes from friends.

Facebook also said that video views have doubled in the past six months.

Now, it will serve more videos to people who enjoy watching video content, and downplay videos for those who are less interested.

"People who frequently watch videos in News Feed should expect to see more videos at the top of their feed," Facebook said in a blog post today. "Conversely, people who don't watch videos and frequently skip to the top of their feed should expect to see fewer videos."

The level of interest is determined by how often and how long a person watches a video, but previously Facebook only set up Likes and Shares in an account.

The ranking change only applies to videos created on Facebook and does not apply to videos shared on YouTube and Vimeo.

Brands already use Facebook's native video product, and when they create one, it automatically plays in the News Feed — when a user clicks on it, the audio turns on and the screen expands. Facebook keeps count of videos that play automatically, keeping track of how far a user has watched and where they paused, according to company employees.

Facebook has been improving data for page owners. Last month, it released new audience metrics — which content is most engaged with and how long audiences are paying attention.

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