Tim Peterson of Marketing Land reported on the update, and a spokesperson for the social network told him via email that its tests found that users watched vertical videos for longer time periods and with audio when they were presented vertically in News Feed, adding:
We know that people enjoy more immersive experiences on Facebook, so we’re starting to display a larger portion of each vertical video in News Feed on mobile.
Prior to the change, vertical videos were cropped into squares in News Feed, and users had to click on the videos to watch them in their intended format.
Peterson reported that vertical videos will appear in a 2:3 aspect ratio in News Feed and not take up the entire screen unless users clock on those videos, and then click on the arrows in the upper-right-hand corner to expand them.
Readers: What are your thoughts on this change?
Screenshot courtesy of Tim Peterson, Marketing Land.