Facebook tweaks News Feed again to serve up videos you’ll actually watch

Facebook is tweaking its News Feed to serve you videos you’re more inclined to watch.

In its latest update, the company will now consider a wider range of user behavior to try to guess what you want to see. Rather than just looking at what users like, share, and comment on, Facebook will now also take into account the subject matter of videos that users broadly interact with.

“We have learned that certain actions people take on a video, such as choosing to turn on sound or making the video full screen, are good signs they wanted to see that video, even if they didn’t want to like it,” the company wrote in a blogpost.

Now if a user turns the sound on for a video in their News Feed, expands it to full screen, or watches it in HD, Facebook will take that to mean the user liked the video. However, that may not be the most accurate representation of the kinds of videos a person wants to be served. For instance, I may watch a clickbait exposé on the realness of Kylie Jenner’s lips, but that doesn’t mean I want videos of the Kardashian family flooding my feed. Just because a video may pique someone’s interest initially doesn’t mean it will either hold their interest or be indicative of the content they actually like.

Facebook is focusing more and more attention on video content. Last year, the company updated its video ranking system to prioritize videos with better user engagement statistics. Today’s update is an expansion of that.

Facebook says it will be rolling out the update starting today.