Publishers have found that viewing figures for short-form video have halved.

In mid-2016, a well-performing video posted by The Sun would be expected to reach around 250, 000 views. Now, this has fallen to under 100, 000.

Similarly, The Telegraph previously received over 10M Facebook views per week for 70 videos. This figure has now fallen below 5M.

Head of social at The Telegraph, James Carson, said: “It’s questionable whether any reduction in views is down to saturation, algorithm changes or changes in content. We have changed our approach from being concerned with a big number of views to using video to grow focused secondary pages, and this has been working well.”

Head of video at News UK, Derek Brown, said: “The real test for publishers this year will be getting duration up. With the introduction of mid-roll, I wouldn’t be surprised if Facebook starts prioritizing 90-second-long videos in the news feed."