Facebook has made a few improvements to its retention graph available to Pages in Video Insights, with the introduction of new breakdowns and insights.
Up until now, video creators on Facebook have several metrics available to them that help them understand reach, engagement, and overall performance of their videos. But as they start to share longer videos over time, one thing that’s on their mind is how effective their videos are in terms of holding the attention of their viewers. This is where retention metrics come in handy.
To help creators better understand their audience retention, Facebook is now improving its video retention graph which is available to Pages in Video Insights, providing new breakdowns and insights. Facebook obviously wants the retention graph to be more useful for video creators, to help them understand how viewers consume longer videos, so it’s adding three new metrics to the graph, which will be available in the next few weeks:
- Followers vs Non-Followers: A metric offering a breakdown of audience retention by people who follow a Page, and people who don’t follow a Page.
- Audience Demographics: A metric offering a breakdown of audience retention by gender.
- Zoom Chart: A metric offering a “zoom into the chart,” allowing a closer look at its data. It allows creators to be able to better visualise engagement throughout the video, helping them identify key moments in the video and how they affected viewership.
Additionally, Facebook also made a small fix to the retention graph – correcting an incorrect rendering for videos that were longer than two minutes. The issue was caused by a bug that has now been fixed, and the retention graph is once again accurate.
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