Video content is used on Facebook to “engage, inform, and entertain”, and it’s become a huge success. To create engaging content, publishers need to know more about who watch their videos and how their interact with them. That’s why video metrics are so important.
To help publishers, Facebook has announced some new video metrics in Page Insights and the Video Library. Not only do they allow publishers to get a better understanding of who is actually watching their videos, but also allows them to know how people are engaging with Live video. Finally, the new metrics tells publishers “how sharing contributes to video distribution”.
Let’s have a quick look at the updates.
Audience Demographics
With audience demographics, publishers can find out more about the people who engage with their content. This will allow them to further customise their strategies. Audience demographics provides information on minutes viewed by age, gender…
…and of course top geographic location.
Furthermore, publishers can compare demographics of viewers on the Page vs viewers of a specific video. Publishers can find this information easily for all videos (including Live and 360 videos) in the ‘Audience and Engagement’ card in a Page’s Video Insights.
Viewer Engagement With Live Video
With the new features, publishers can now see how users engaged with a video during any Live video broadcast. When did an audience feel the need to react, share, comment? This can now all be found in a Page’s Video Insights.
As Facebook Product Manager Anaid Gomez-Ortigoza explains in a recent Facebook blog post,
[quote]These new metrics show the volume of reactions, comments, and shares throughout a Live video, helping publishers analyze viewer sentiment and identify the most compelling moments. A publisher can simply select a moment of interest on the engagement graph, and can easily watch the corresponding video clip.[/quote]
To find the new video metrics data, publishes can go to the ‘Audience and Engagement’ card and select ‘Video Engagement’. These metrics are only for Live videos.
Video Viewing From Shares And Crossposting
Facebook says that 48% of video watch time comes from shares, so recommendations are very powerful. If publishers want to find out more about how shares impact the distribution of a video, they can now do so. Also, they can find out more about what content gets users sharing more. This is of course very important for publishers to be able to tweak their content strategies.
Finally, publishers can now get access to full breakdowns of “views and minutes viewed from the original video post versus shares and crossposts of the video.” The breakdowns and new metrics are available on the ‘Minutes Viewed’ and ‘Views’ cards in a Page’s Video Insights.
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The new video metrics, available to all Pages “in the next couple of weeks”, are important because they give publishers the data they need in order to create videos that can better engage their audiences. They are also important as they help publishers “forge stronger relationships with them”.
The updates will also be available through export and the Insights API.
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