Facebook Gives Marketers More Video Metrics
Facebook announced that it is giving businesses new video metrics in the Page Insights tool as well as in Ads Reporting.
Page owners can already see how many people started watching their videos, but soon, they’ll be able to see video views, unique video views, the average duration of video views, and audience retention.
“These new metrics are designed to help you learn what’s resonating with people and determine how to more effectively create and promote your videos on Facebook,” the company says.
It will show both the total number of video views and the number of people who watched the video. Facebook defines a view as three seconds or more. It includes those videos that play automatically as people scroll through the News Feed. The Video Plays metric has been renamed “Clicks to Play Video,” which registers after the video is clicked and starts.
There’s an audience retention graph in page Insights, which shows the level of interest throughout the video. If there are spikes, the company explains, it probably means people are rewatching that part. Dips will represent where people top watching.
The company adds, “These new metrics will also allow you to see the number of views that reached certain points in a video — 25%, 50%, 75%, 95% and 100%. This information can help you discover how your video is performing and help you determine where to place key messages.”
You can see how specific audiences respond to videos by looking at the data breakdowns.
The new metrics will be available for all paid and organic videos uploaded directly to Facebook pages within the coming weeks.
Image via Facebook
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