PALO ALTO, CALIFORNIA — Facebook videos suck. Here are three reasons why:

First, Facebook videos suck because view counts are inflated. This is because Facebook registers a ‘view’ after just 3 seconds of video play time. But over at YouTube, a video typically plays for at least 30 seconds before a ‘view’ is counted.

Further inflating Facebook’s view count is the ‘autoplay’ feature, which starts a video as you scroll past it in the news feed.

No wonder the social media platform claims to serve 4 billion views monthly. A lot of ‘views’ are being counted when the viewer isn’t truly engaged.

A second reason Facebook videos suck is it doesn’t provide content creators with tools to protect their copyright. Users rip off videos from YouTube and upload them to Facebook.

However, the original content creator doesn’t receive any credit or compensation for their work. How can anyone do business this way?

A third reason Facebook videos suck is the lack of sound. When videos autoplay, the default setting is for the sound to be silent. Many videos viewers don’t bother clicking into the video to watch with the accompanying sound.

As a result, content creators are forced to reformat their videos to incorporate large on-screen text in place of audio. And sound is given second-class treatment. Facebook doesn’t realize it, but it’s ruining the medium by putting videos on mute.

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