Facebook introduces video metrics
Currently on Facebook, you can only see how many people watched your video. That is due to change as the social giant announces new video metrics.
Set to roll out over the coming weeks, tools will include unique views, the average duration of the video view and audience retention. The addition of these new metrics have already helped publishers better measure performance and to plan future content. These facilities will exist in the Page Insights dashboard for video publishers.
There will also be the opportunity to break down data by age, gender and country, to tell if the target market is being hit with the video.
Announcing the changes, Facebook said: “We’ll show both the total number of video views and the number of people who watched your video. A “video view” is defined as a view of three seconds or more and will appear for all videos, including those that come to life as people scroll through News Feed. We’ve also renamed the “video plays” metric “clicks to play video.” These register after a person has clicked to play a video and it has started.”
Video metrics will be available for all paid and organic videos uploaded directly to Facebook Pages.
The Drum lists the four things every brand should consider when devising its Facebook marketing strategy in 2019.