Facebook will soon be offering marketers the option to pay for video ads only when users view them for at least 10 seconds, the social network has announced. The feature will be rolled out next week, along with updates to the News Feed algorithm that could see more video content in users feeds.

Currently, Facebook charges marketers on a cost-per-impression basis, but many advertisers have been demanding more ways to ensure that customers have actually seen their video messages.

The new 10-second option will not be the standard for video advertising, but an option that marketers can select when buying ad space. As Facebook ads are sold on auction basis, its likely these 10-second spots will end up more expensive, as marketers pay out to ensure viewability.

According to the Wall Street Journal, while Facebook is offering the option, it also doesnt believe it is the best way to buy video advertising on the platform, because value is created even when users view ads for three seconds.

“We strongly believe in giving marketers flexibility over how they buy video ads, and we listened to feedback which is why were offering the new cost-per-view option,” said a Facebook spokesperson. “We dont believe its the best option in terms of capturing the best value and brand objectives marketers care about, but we want to give them control and choice over how they buy.”

Facebook has also announced that it is altering its News Feed algorithm to take into account users who prefer viewing video content. Previously, the company measured viewing time, likes and shares to track user preferences. Now, the algorithm will also take into account turning the sound on for auto-play videos, and enlarging videos to full-screen mode.

The move is similar to one made by the company earlier this month, when it began to take the amount of time spent reading any given story into account for shared text and photo content on the News Feed.