Thanks to the popularity of apps like Snapchat, Periscope and Meerkat, more and more people have learned to embrace the format. Daily Mail North America’s CEO Jon Steinberg once said that the publication’s vertical video ads have nine times more completed views than ones shot in horizontal view. By showing a larger part of vertical videos than before, people too lazy to view them in full screen — and, let’s face it, it’s a hassle navigating away from the News Feed sometimes — are more likely to watch them till the end. Facebook didn’t reveal when the feature will go live, but Mashable said the update’s going out in the coming weeks.