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How to measure video effectiveness on Facebook

Video marketing is not only about posting videos, but what you also have to think about is to measure the effectiveness and apply lessons learned to the next video. Facebook, as the main platform for video marketing, has various kinds of functions to measure the effectiveness of videos.

Understand what’s popular in your page with Facebook Insight

In order to see the overall performance of the posted videos, click “Insights” button on the top, and then click “Videos” in your managed Facebook page.

In the middle, it shows the “Performance”, which is, “how many minutes users watch your page’s video for” and “how many views you got” per day in a graph for the designed period compared with previous one. The period can be designed by yourself on left-top by yourself.

Below this graph, it shows “Top Videos” sorted by the Minutes Viewed for the designated duration.

You can also sort videos by Video Views as well.

Understand how users think about each video by Post Detail

You can check more detailed KPI in "Post Detail" of each video.

In order to go to Post Detail, click videos from “Top Videos” or “Video Library” from “Publishing Tool”

Post Detail has “Video” tab and “Post” tab, and in the “Video” tab, you can check the 5 main metrics:

  1. Minutes Viewed: Total amount of times the users watched the video for

  2. Video Views: The number of times your videos were watched for at least 3 seconds, or for nearly its total length, whichever happened first.

  3. 10-Seconds Views: The number of times your videos were watched for at least 10 seconds, or for nearly its total length, whichever happened first.

  4. Video Average Watch Time: This is calculated as the total amount of time viewed, divided by the total number of views.

  5. Audience and Engagement: This is shown with the number (People Peached, Unique Viewers, Post Engagement), Top Audience, and Top Location.

If you click each item above, you can see the further detail of each item.

Now I will explain how to see each number as users feedback.

Minutes Viewed

It had been difficult to fully understand the performance of each video only by checking the views because in Facebook’s news feed videos are played automatically. This is why Minutes Viewed was adopted. With this item, we can analyze video views from the perspective of “the number of views” and of “how long the video is viewed”.

Furthermore, if you click “Minutes Viewed”, you can see the numbers transition for each day, which makes it possible to compare the daily performance based on the external factor.

Video Views and 10-Seconds Views

If you click those items, each of them shows the daily transition of those kinds of views. In addition, you can look at the percentage of views with sound and without sound, or the percentage of views which is organic and the one which is paid.

Organic vs Paid

If you have boosted your video, you can check this number. If the videos are delivered and viewed in the news feed as sponsored content, the video is counted as “advertisement”, in “Minutes Viewed”, “Video Views”, “10-Seconds Views”, and some parts of “Audience and Engagement”, the portion of paid and organic is shown.

Audience Retention and Clicked-to-Play

If you click “Video Average Watch Time”, Audience Retention and Auto-Played vs Clicked-to-Play will be shown. Usually, the videos are played automatically in the users’ news feed, so most of the cases, viewers exit from viewing within the first few seconds.

But if there were other parts that have a high rate of exit rate, they might be the parts where users’ interests were lost. Analyze what’s wrong about the parts and make it a lesson to create better videos next time.

Auto-Played vs Clicked-to-Play shows the percentage of the views earned from automatic plays and the one from clicking. If it has more portion of clicked-to-play, it means that the users wanted to play with sound or to watch it without haste. This means the video has succeeded in capturing the users’ eye in the first couple of seconds.

Understand the engagement from users in “Post” tab

Other than checking numbers in “Video” tab, it is important to know the users’ engagement by checking Likes, Comments, and Shares because these actions are done actively by users.

Comparing these index between videos and figuring out what kind of content can get better engagement, try creating next videos. Additionally, this index can be compared to any kind of post (Videos, pictures, and text posts).

Make the most of the lessons learned from Insight

After you get the quantitative data from Facebook insight, it is very important not to stop at that point but to start making the most of it for the next video making.

 

For example, if your video does not have enough clicked-to-play rate, make the thumbnail or first 3 seconds more sensational. If it does not have enough organic reach, make some points in the video to stimulate users into sharing, liking, and commenting.

 

Moreover, you should analyze the result of the improvement plan, and implement PDCA cycle as quickly as you can, which is the fastest way to your success in video marketing.

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