Earning money from Facebook videos hasn't been an easy endeavor for some publishers. Many report that completion rates for their videos are low, spurring them to create attention-grabbing pieces that begin with a bang to engage viewers. Even with Facebook’s auto-play feature, the rewards reaped by many publishers leaves much to be desired. Despite the fact that video views reached a whopping 100 million hours per day in 2016, publishers complained they just weren’t seeing enough revenue. One response was to allow ad-sponsored videos, a change that came into play after media giant Buzzfeed complained about subpar Facebook video earnings.However, the leap to longer videos should result in more revenue for publishers and Facebook itself thanks to mid-roll advertising. This change allows publishers to insert advertisements after 20 seconds of video play as long as the entire clip is at least 90 seconds long. Previously, a video view was awarded after only 3 seconds of play. The new ad format is expected to make publishers and Facebook more money and hopefully motivate publishers to create high-quality videos that grab and retain viewer attention.