Until recently, people went to Facebook in search for text-based status updates. But, like other social media networks, Facebook realized how powerful video is, and began featuring it more on users’ feeds. In fact, over 4 billion video views occur on this platform every day. So, it’s safe to say that video is the king of content, which is why your brand should create this marketing medium. And when you do, it’s crucial that you measure Facebook video metrics.
Research shows that more than 100 million hours of video content are watched on Facebook daily. If you want to reach your target audience, it’s time you grab the camera and yell “Action.” Many brands have realized that this content type is the key to their customer’s heart on social media. So, expect fierce competition for internet users’ attention on Facebook!
You can create different video types on Facebook and grow your business. Just make sure that the content you’re posting is engaging and relevant for your target audience. You can also learn a lot from the content you’re posting on this network. Analyze the performance of every video, and determine what your followers would like to see from your brand.
How can you do that? Through Facebook video metrics! Here are five metrics you should measure:
Let’s go over them in the article!
Reach is perhaps one of the most talked about Facebook video metrics. It represents the number of unique users who saw your post. Reach can affect every other metric you track, including engagement and completion rate. And that’s not all.
Namely, Facebook reach can be broken down into various types of impressions such as those you generate organically and through paid campaigns. Just bear this in mind — reach shows the number of users your video was shown to. Some of them might have watched it for only two-three seconds, i.e. not until the end.
For this reason, Facebook suggests that you start your video with the most captivating elements. The platform discovered that 47% of the value in a video campaign was delivered in the first three seconds. If you do this as well, you can produce higher conversion rates. So, monitor reach to know the number of people your videos are shown to. This will impact the way you make your content.
Another most common Facebook video metric is engagement. Some marketers track it more than they do reach, and it’s no wonder why. After all, a user that simply sees your video isn’t as valuable as the person who directly interacts with your content and brand.
So, Facebook engagement indicates any action someone takes on your post. The most common examples of engagement are comments, shares, and likes. However, engagement is also when someone checks your location or even tags you in their post.
This metric matters to marketers because it can help them extend the organic reach of a video. And what kinds of videos get the most engagement on this platform? According to Facebook, users comment ten times more on live videos than on any other type. Part of the reason is the fact that users connect to their brands in real-time. It’s the closest they’ll get to having an actual conversation with you.
Let’s take a look at what other Facebook video metrics you need to track.
Completion rate clearly indicates whether or not your audience finds the video engaging. Getting a lot of comments, shares, and likes is great, but it doesn’t mean users are watching the video until the very end. And if they are playing only the first few seconds of it, then they might not be getting your full message. As a marketer, you know it’s important to get your message across for users to form an opinion about your brand.
But, don’t get us wrong. Having a 100% completion rate doesn’t need to be the goal of every video that you post on Facebook. Sometimes brands create videos that last for three minutes, but they manage to tell their story in the first 15 seconds. And if your target audience sticks around for those 15 seconds, then a 100% completion rate isn’t important in that case.
Nevertheless, we suggest that you monitor all Facebook video metrics from our article, including completion rate.
While measuring the above three Facebook video metrics, don’t forget to check the number of social shares. It’s one thing when a user watches your video, and completely another when they decide to share it on their profiles.
In other words, your followers already have access to your content because they’re following you on Facebook. They see what you post, and get notified when you start a live video. If they’re willing to share those posts, you can reach their family and friends as well. More people will hear about your brand, and your videos will perform better on this social media platform. In a way, the number of social shares shows you just how loyal your audience is to your brand.
In today’s digital world, social sharing is one of the best forms of word-of-mouth marketing. In fact, Facebook found that 48% of all video watch time comes from sharing. So, social sharing is one of the few Facebook video metrics that are more important than engagement.
By measuring your Facebook video metrics, you’ll end up producing even more engaging video content. As a result, your follower base should be increasing, indicating your page is growing. After all, if people think you produce great entertainment, they will “like” your page.
We suggest that you invest in social media marketing tools. Apart from scheduling your posts, you can also measure the growth of your page over time with the help of these tools. This is when you’ll be able to determine whether video content impacts your progress. You can even check the number of likes each video gets to see what type produces better engagement.
Although measuring Facebook video metrics can be a bit complicated, you shouldn’t give up on it. These metrics can help you when you’re just starting out in the video marketing world. Just by analyzing them, you’ll know what content to create and what your audience will react best to.
So, remember one thing — knowledge is power, which is especially true for social media marketing. The more you know about your target audience, what they like and appreciate, the better content you can deliver to them.