Facebook Video: Five Key Metrics for Measuring success

Facebook Video: Five Key Metrics for Measuring success

Facebook video has become a powerful content type for social marketers. In fact, Facebook video has become such an important part of social marketer’s content strategy. In this post we are going to present video-specific metrics that will you to measure and optimize your video content.

1. View-through rate

This metric tell you how many people your video reachers and how many of those who were “reached” viewed the video. A video view is often defined by watching the video for at least three seconds.

In order to engage with your audience, you will want to connect emotionally, otherwise you will lose out on the view through rates.

2. 10-second video views

The next metric you want to monitor is how many of your views turn into 10-second views. You want to be able to figure out how many quality views you are receiving for your video.

3. Video engagement

When it comes to your video, positive engagement is important. Typically, nearly 9% of your entire reach is able to view your video. So if you have 100 fans, only nine of them will see your video.

4. Video average watch time

People who watch more than three seconds of your video then will result in a “video view”. If they watch 10seconds or more of that same video, this will be a high level of engagement. The average watch time per video is around 10 seconds. If you can get it up to 15 seconds or above then you are on a different level of Facebook Video marketing. As always, try to A/B test your videos so to understand which one is producing the highest levels of engaged users.

5. Video length

The maximum length of a video will be around 20 to 90 seconds. Anything beyond may suffer when it comes to engagement.

There are placements where 20 to 90 second is not permitted. Some placements on Facebook only allow you to produce video lasting 15 seconds or less. You’ll want to engage your audience in the first few seconds anyway. If they aren’t engaged after 15 seconds of watching, you may have to produce a new video.

Additionally, never forget to add captions to your videos. Videos are always played on mute by default. Your audience will be unlikely to listen to your video unless you let them know what the video is about in advance. When you create engaging captions for your videos then the audience can read and decide whether to click for audio.