Facebook Updates its Video Metrics to Help Brands Create Better Videos
February 22, 2016
Updating its video metrics Thursday, Facebook added new data points to it in order to allow brands gain better insight of their videos being rolled out on the social media platform. It is expected that the move by the social media giant would help brands to better evaluate how people are responding to their videos and help them create videos accordingly.
In social media parlance, video metrics refer to the analysis of views that a video has generated. It’s designed to assess the impact of the video. This is done by certain enhanced features in the video metrics, so that the marketers may find what works and what doesn’t.
Let’s consider the level of engagement. This is more like deciphering the numbers. So now taking it a step forward, Facebook has come out with more data points in these metrics, much to the relief of the brands posting their videos for Facebook marketing.
Generally these metrics include the play rate, view count, comments, and site metrics. The latest move by Facebook concerning video metrics includes insights such as the time spent in watching a video, 10-second views, and whether a video was viewed with sound on or off. These three new insights would be featured in the updated Facebook videos metrics along with the usual metrics like unique viewers, views, average % completion, etc.
Writing in a blog on Facebook’s media page, Anaid Gomez-Ortigoza, Product Manager at Facebook, explained that these updates would give publishers more tools to assess and refine their video marketing strategies.