Facebook Video’s Five Key Metrics for Measuring Success

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Facebook video has become a powerful content type for social marketers.

In fact, Facebook video has become such an important part of social marketers’ content strategy that during the first quarter of 2015, the number of video posts by top brands increased by 43% over Q4, 2014.

As video becomes a more meaningful part of our content mix, it’s important to understand the video-specific metrics that can help you measure and optimize your video content. Marketers now have access to engagement data for Facebook videos that goes beyond Likes, comments, and shares.

While you may also be focused on things like site traffic and page likes, these engagement queues can be important signals for the success of your video content.

Which metrics should you focus on when it comes to your Facebook video strategy? Here are five specific metrics that can compliment the engagement, reach, and impression metrics you’re (hopefully) already paying attention to.

1. Total Views

When analyzing any content type, it’s good to start broad and narrow your scope.

Facebook only counts a view after the person has watched 3 seconds of a video. Because of this, benchmarking total views can be a more tangible measure of your brand’s penetration among Facebook fans.

2. Autoplay Views

Facebook autoplays videos when a user scrolls through their feed, both on mobile and desktop. Since Facebook only counts a view after three seconds, autoplay views demonstrate your ability to stop people in their tracks and capture their attention.

3. Click-to-Play Views

While autoplay views can speak to the impact of your video’s intro to capture attention, click-to-play stats can demonstrate the quality of your caption, video title, and chosen still.

In addition to packaging, benchmarking period-over-period growth of click-to-play views is a good way to measure how your videos resonate with your audience. If more people are actively clicking to play your clips, they’re demonstrating trust that your content is worth their time.

4. Views Between 3-30 Seconds

Focusing on views that ended before the 30-second mark on a post-by-post basis gives you insight into the content that isn’t resonating with your audience. They were willing to watch the video, and then you lost ’em. Why? What went wrong? This metric is great at providing direction for creative decisions.

5. Views Between 30 Seconds and the End of Video

The flip-side of views terminated before 30 seconds are views that last longer than 30 seconds, and this can be just as valuable. By analyzing, at a post-level, which content can be most impactful and retain viewers for the longest, you know which characteristics to focus on with new content.

Your Homework Assignment

For further reading on how to use Facebook for marketing, download our Complete Guide to Analytics on Facebook. This free eBook offers a lot of insight into beginner, intermediate, and advanced types of analysis that you can conduct for your own brand.

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