Facebook’s News Feed Algorithm Overlooks Most Important Video Metrics

Measuring engagement by in-video interactions like clicks and views feels more like clickbait measurement versus a true reflection of audience engagement.

Facebook updated its News Feed algorithm to favor vanity metrics determined by in-video user actions like clicks and views over popularity metrics determined by likes, comments and shares. Although the changes are meant to improve the user experience, it causes marketers to miss out on key audience insights to understand the bigger ROI picture.