Picture this: You’ve crafted the perfect 16-second video ad. It’s snappy, it’s memorable, it gets straight to the point. You upload it to Facebook, feeling pretty good about your efficiency. Little do you know, Facebook’s algorithm is rubbing its digital hands together, whispering: “Oh, you think 16 seconds is enough? How about we make it 90 seconds, just for funsies?”

Yep, Meta has decided that if your video is 30 seconds or shorter, it deserves to live its best life by looping for approximately 90 seconds total.

Looking at the bright side, repetition is the mother of retention. Your brand name, perfectly crafted in a 15-second loop, might just be seared into viewers’ consciousness. You might even achieve the holy grail of advertising: living rent-free in their heads.

In a world where attention is currency and brand recall is king, maybe being memorably annoying is just another Tuesday in marketing. After all, they say there’s no such thing as bad publicity.

Here’s your takeaway: Facebook has essentially gamified the ancient art of being annoying. Shorter ads get more plays, more plays mean more exposure, and more exposure means… well, that’s between you and your target audience.

Just remember, with great looping power comes great responsibility.

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