Facebook Announce That New Video Metrics Are Soon To Released To All

I was pleased to hear from a recent Facebook Media Release in their news section new video metrics will be added to both Page Insights and Ads Reporting in the near future.

As things stand the admins of any Facebook business page can see the number of people that watching any video. The new metrics will add to this. Specifically they will provide key metrics such as: total video views, unique video views, audience retention and the average duration of the video view.

Obviously these additional metrics will provide you with greater insight as the Page Owner to better understand what is working well and what isn’t working as well as a process of producing more consistently content that will resonate with the Facebook audience.

Taken from the Facebook News Page, here are what the soon to be released metrics will appear like once you receive them as part of your Facebook Insights content.

 

Interestingly the metrics will reveal the total number of video views (as defined as a view of three seconds or more and will appear for all videos), as well as the total number of people that watched the videos.

The audience retention graph in Page Insights is also a welcomed addition that demonstrates what parts of the video have had the most interest on the basis that if someone comes back for a second look they may well choose to go back to a specific part of the video which will be captured by the spikes and troughs seen over the course of the videos entirety. 

Page Insights View

These new metrics will also allow you to see the number of people that reached a specific time into the video — 25%, 50%, 75%, 95% and 100%. This data will provide you with a clear guide as to how interesting and effective the various stages of the individual videos is and by extension how well they are each performing.

Ads Reporting View

Using the “data breakdowns” feature in Ads Reporting, you can also learn how specific audiences responded to your video. For example, if men between 25 and 40 are a demographic you target in your campaign, the data breakdown will show the number of views you received from that demographic.

Expected Timing for Roll out

Face book has said that these new video metrics will be available for all paid and organic videos uploaded directly to Facebook Pages and will roll out gradually over the coming weeks.

I believe that this trend of providing increased capacity to better understand and measure the key metrics is in perfect alignment that for so long (and especially with more traditional forms of outbound marketing), as marketers we have not always done a great job in defining, obtaining and subsequently analysing our  key metrics.

However with the advent of digital media modalities and an increased capacity to measure and correlate action to result, we really no longer have any reason to not fully embrace this type of tool wholeheartedly and maximise of potential return on investment.

And to learn more about digital metrics, social media or any other form of digital media remember to always check the Digital Enterprise Program list of free workshops through the VECCI website at:

http://www.vecci.org.au/business-solutions/digital-enterprise-program/workshops and get your free 4 hour coaching session.

So until next time, good luck and good marketing.

Regards,

Daniele.