4 Facebook Video Metrics You Should Be UsingShawn Forno 07.26.2017
Over 100 million hours of video are watched every day on Facebook, yet organic reach on Facebook has declined. Video is still one of the best ways to increase organic reach on Facebook—but only if you know how to measure your audience. There are a lot of different types of Facebook video—from carousel ads to Facebook live—but Facebook video Insight tools measure it all, and let you connect with more viewers in a way that ramps up engagement.
Get to know Facebook Insights a little better and discover the 4 Facebook video metric tools you should be using to track your video and increase the reach, engagement, and ROI of your next Facebook video. Here’s how to make Facebook video metrics work for you:
Facebook Video Metrics: Views
Obviously the number of total views your video has on Facebook is important. But you have to understand which type of views you’re getting, and how best to use those views to leverage campaigns for promotion and spin off video metrics into new marketing strategies like retargeting and custom audiences.
Facebook “views” are actually broken down into three distinct categories:
- Organic vs Paid
- Unique vs Repeat
- Auto-Played vs Clicked-to-Play
It’s important to know how people are responding to auto-played videos, vs. organic search videos because those are two fundamentally different audiences with wildly different engagement rates. You can also further segment your views by duration. Facebook video metrics include 3-second video views, 10-second video views, and total video views. Play around with each view menu to get a comprehensive snapshot of how people are viewing each of your videos (10-second views might be more indicative of actual viewers for instance). But remember that views aren’t everything.
Sophorn Chhay from Inboundo notes that, “Facebook video ads has changed since 2015 when we were able to generated 3-sec video views for only .003 per view without too much effort. Today’s competition it’s much more difficult.” Holder goes on to say that “We focus primary on Views and Shares as our main engagement metrics.”
Chhay also stresses the importance of timing when it comes to analyzing Facebook video metrics like views. “We always start a video campaign with a $5 budget using our A/B testing strategy. We scale the campaign vertically by increasing the budget by 150% every 3-5 days. If you scale too fast, you will lose ROI because you didn’t give Facebook’s algorithm enough time to adjust to your new budget.” Dumping your entire budget into promoting a video with the most views isn’t always the best strategy. It’s all about gradual promotion based on multiple metrics.
One of their video campaigns for a sneaker brand generated 721K views, 6,452 shares, and 1.3K comments. And according to Chhay, “We only spent $150 on this campaign.” That’s the power of Facebook video metrics.
Facebook Video Metrics: Retention
Video retention might just be the most insightful of all the Facebook video metrics because it shows frame by frame engagement. Simply hover over the graph to see real time engagement percentages. If you notice a significant drop in engagement at any point in time, it could be because of the content or the duration of the video—either way, it’s useful information.
The retention metric menu will display important info like average duration which is key for assessing disinterest in the topic (immediate drop-off) vs. disinterest in the video content and format (later drop-off rate). A steady plateau drop-off rate typically signals consistent engagement with the video.
Play around with different retention settings like unique views vs. repeat views as well as auto-play views vs. clicked-to-play or paid vs. organic. Each type of video view reflects a different segment of your target audience. Pay attention to any anomalies.
Betsy McLeod, a social media lead from Blue Corona digital marketing agency, uses a combination of viewership rate (views at 25%, 50%, and 100%), visits to website, and impressions to create a snapshot of the “three basics of successful social media marketing measurement—how many people saw your ad, how many people cared about your ad, and how many people acted on your ad.” But what’s even more interesting is how McLeod uses audience retention to create future video marketing efforts like targeted remarketing:
“We take those people who viewed more than 25% (or 50% for a tighter audience) of our video and compile them into a remarketing list (this is a tool Facebook offers with custom audiences). Since they’re already acquainted with your product and showed some interest in it, they’re more receptive to it. Remarketing ads are exponentially more successful than saved audience ones, so building this list will help make your future ads more successful.”
Retention metrics help you further hone your target audience, which in turn reduces the cost per view of your videos. Targeting and custom audiences come from rock solid metrics, and they are some of the best ways to maximize your video’s ROI.
Facebook Video Metrics: Engagement
Facebook video marketing is about a lot more than just views. In their Facebook video best practices section, Facebook literally says:
“Engagement is the best measure of how much you video resonated with your audience. If you can understand what types of videos cause viewers to take action, you can better match your content to your audience and reach new people.”
People need to engage and interact with your videos. They need to click to find out more, like your company page, sign up for updates, or simply like and share the video. You want to encourage these actions with specific CTAs, but you have to measure engagement to see what’s working.
The engagement tab on Insights shows you a full 28-day breakdown of your video’s performance including likes, shares, re-shares (a super important metric), and even negative feedback like when people “hide” your video from their feed or report it as inappropriate. Be mindful of these crucial engagement rate metrics and use them as the measuring stick to compare videos on your page to one another.
Reach and views are one thing, but a video that generates shares and comments is a valuable video marketing asset that is actively building your brand.
Facebook Post Types
Honestly, video might not be the way to go. Seriously. There’s no point investing in a high-quality animated video if it doesn’t relate to your target audience or explain what you do in an effective way. Before you go down the rabbit hole of video metrics to see what you can change, it’s worth looking at your overall Page Insights to see what type of post performs the best.
Go to Page > Insights > Posts > and at the top of the page select Post Types
This will show you a quick breakdown of how each type of post on your page is performing. Post types include Video, Photo, Link, and Status Update. If video isn’t performing the way that photos are, it might be time to think about investing in truly engaging video, or it might be time to double down on the content that is working. Either way, it’s up to you, but it’s nice to know which types of posts your audience wants to see before sinking your marketing budget into the wrong content.
Facebook Video Metrics
Video metrics can be confusing. You have a lot of information on that dashboard, but remember that knowledge is power. If you segment your views to the audience that matters, pay attention to engagement rates and audience retention, and double check which types of posts work, you’ll find success with Facebook video.
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