If you haven’t yet created a mobile video strategy, Facebook is letting you know that now is the time. In a just-released blog post, Facebook shares that a recent biometric analysis found that people on Facebook and Instagram fixate their eyes on video content for five times longer than on static images.

So what does this mean for marketers? Facebook suggests that marketers optimize video for mobile, as half of those surveyed said it is easier to pay attention to a video on mobile. Also — and no surprise here — making a video experience interesting will keep people on your video for a longer period of time. Facebook reports that those who participated in their experiment watched 360-degree videos 40 percent longer than standard videos.