Facebook is providing brands with more insight into how their videos are tracking on the social site with new metrics including demographic breakdowns and audience retention to be available shortly.
Video views, unique video views, average duration of the video view and audience retention are among the new video metrics Facebook announced will roll out over the coming weeks.
Currently, brands can only see how many people started watching the video.
The metric update comes two months after Facebook officially launched its new 15-second video ads. The Premium Video Ads began rolling it in early March after months of testing.
Then new metrics will show the level of interest in different parts of videos, with spikes in views representing a point where people may be re-watching certain moments. A dip will reveal the moment when most people lost interested and stopped watching.
Facebook said the average duration of video views, separated into 25%, 50%, 75%, 95% and 100%, will help determine where key messages should be placed.
The ‘Ads Reporting’ view will also offer data breakdowns to show brands the number of views a campaign received from its target demographic.
The new video metrics will be available for all paid and organic videos uploaded directly to Facebook Pages.
For more information on the new metrics see Facebook’s definitions and best practice guide here.
In the blog post announcing the updates Facebook said: “With the goal of helping you better understand how people respond to your videos on Facebook, today we’re announcing that new video metrics in Page Insights and Ads Reporting are coming soon.
“These new metrics are designed to help you learn what’s resonating with people and determine how to more effectively create and promote your videos on Facebook.”
