Facebook Will Start Showing You More Videos (And Ads)

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Facebook Will Start Showing You More Videos (And Ads)

In a move that will push more videos to users, Facebook announced it will introduce pre-roll advertisements on its video-on-demand service "Watch".

The update is relatively small (and most users probably won't even notice), but it's yet another way for Facebook to push video content - and also use its unknown troves of user data to keep people on the platform.

Videos that are part of a series or from creators churning out regular content will now get preferential placement in the news feed.

The posts are ranked by a complex algorithm-based ranking system that determines which posts appear first. "Engaging videos that not only bring people together, but drive repeat viewership and engagement, will do well in News Feed".

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The reason for putting ads in the front versus the middle for videos under the "Watch" tab is because Facebook thinks our intentions are different when watching a video in our News Feed, versus going to the "Watch" tab.

The move is created to support video producers on Facebook's Watch platform, which the company recently launched in August. Currently, it streams shows from Vox and Discovery Communications Inc. The company has assured users that they won't be seeing these ads in their News Feeds, lamenting that such a location doesn't "work well" for those kinds of adds. However, just like YouTube, it plans to allow people to submit videos as well.

While Facebook is still growing with more number of active users on the rise, the company wants to engage its users to its platform by showing them more videos. "Facebook is not. So you can make the argument that they're trying to increase total time spent", Wieser said in an interview.

After years of claiming that it would steer clear of pre-roll ads in favor of its preferred mid-roll Ad Break format, Facebook announced today that it will begin to test six-second ads that play before videos within its Watch hub.

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