As videos gain more interest among consumers and marketers, it has never been more important for you and I to understand how Facebook measures video content.
Facebook measures video metrics differently in comparison with other platforms.
With the goal of helping you better understand how people respond to videos created by online influencers you hired, we are equipping you with the necessary knowledge on what to report and what they mean.
See video views and the number of people that watched your videos
Facebook show both the total number of video views and the number of people who watched your video.
A “video view” is defined as a view of three seconds or more and will appear for all videos, including those that come to life as people scroll through News Feed. We’ve also renamed the “video plays” metric “clicks to play video.”
These register after a person has clicked to play a video and it has started.
What are the implications of knowing video metrics to your campaign?
1. Knows what works and what's not
- by knowing what is your audience retention numbers are, you would be able to know if client brand collateral and messages are viewed by your audience.
- you and your influencer can best decide when to boost post to keep content momentum going.
- adjust content future videos based on historical information of past videos of the influencers.
2. You have engagement KPIs to deliver to your client and now you could clearly tell if and how you could reach it from Facebook analytics (yes, we show all these in CatJira's analytics).
3. Better in-campaign planning and execution
- Instead of releasing content from influencers at once or blindly guessing timing for batches, you could now better time them to gain better marketing mileage from the digital content created by influencers.
Explanations on Impression, and other engagement metrics can be found here:
1. Facebook Stories
2. Facebook Impressions
3. Facebook Post Consumption