Deciphering the Facts about Facebook Video Analytics

Jan 27, 2017

Facebook Mobile App Mobile Image - BCI Media ServicesWith over 1.79 billion active users per month, Facebook is one of the most reliable social media platforms that you can use to market products and services. High-quality videos that describe your business can help you to generate more sales. However, you need to have a good understanding of Facebook video analytics to share videos that resonate with the audience.

Difference between Reach of a Video and Views

Most people use the terms Facebook video reach and views interchangeably, but the two terms have different meanings. The reach of a video refers to the number of times that the video is displayed on the page for the targeted audience to see. Video views refer to the number of times that the video is clicked on and viewed. Click on the “Post Types” icon to access this information.

Video Retention

Video retention is a metric that is used to show the average view duration. This information is presented in a retention curve. By analyzing this curve, you will know where your audience stops watching the video. You will notice some of the audience dropping off at the start of the video as they scroll through their newsfeed. You could choose to filter the data by selecting the, click to play vs. auto-play, option to know how the audience interacted with the video, however this may also limit your ability to grab new audiences with the auto-play feature, so try testing this by sharing the same video multiple ways.

The data will help you to know how to improve your videos. For example, if a particular section of the video records a high drop off, analyze the content to know the underlying reason for these statistics. The average view duration will also help you to know your audiences’ preferred video length and come up with solid online advertising plans.

Video Engagement

Video engagement is another important Facebook video analytics that you can use to evaluate the performance of your videos. By clicking on the “post” button on your video, you will see the number of likes, shares, comments, and re-shares that the video has received over the last 28 days. This metric also shows the negative feedback such as the number of times the video has been reported as inappropriate to the support team.

Understanding how to access and interpret these Facebook video analytics metrics and applying them in your digital marketing campaigns will improve your Facebook marketing campaigns.