November 21, 2017

Measuring the Success of Facebook Videos

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Michael Jenkins
Michael Jenkins

CEO - Shout Agency
[email protected]


Facebook videos exploded in popularity over the past few years. Currently, over 8 billion videos are watched on Facebook every day.

That is not surprising, since 90% of the information we digest online is visual. The good news is you can use this information to improve your Facebook videos through Facebook Advertising. To do this, you need to capture your audience’s imagination.

Once you create those videos, you can then measure the videos to ensure future videos improve upon your earlier work. This requires an understanding of what measurements we should use to determine successful Facebook videos.

3 Ways to Measure Facebook Video Success

1. View-Through Rate 

The first metric to look at is the view-through rate. This metric defined as, “how many people your video reaches and how many of those who were ‘reached’ viewed the video.”

Essentially, the view-through rate provides context for your video’s reach versus specific views. Facebook defines a video view as at least three seconds.

Reach is any person who might scroll through the video in their newsfeed. If you kept scrolling and did not stop, Facebook counts that as reach.

However, if you stay on for three seconds or more they record it is a view. The reason it is three seconds, is to reduce the chances the view was accidental.

Additionally, it takes around three seconds to decide whether you want to watch a video. Therefore, providing an emotional trigger immediately can improve the amount of time people spend watching your video.

This leads to another view-through metric: the 10-second video view. These audience members stuck around long enough to make sure they want to watch your video.

Keep in mind the average watch time for a Facebook video is only 10 seconds. This means if you can improve this, you also see gains in other areas like completed video views and increased engagement (which we discuss next.)

Facebook video lengths go in two directions. Either create long, 30-minute plus videos or short videos less than 2 minutes. Keep in mind this statistic will change as video continues to grow on Facebook.
It is important to track the view-through rate to figure out if your video conveys the right message to your viewer. The lengthier the average view, the more likely you connected with your target market.

2. Video Engagement

You now have a few prospects watching your Facebook videos. The next metric you need to measure is the amount of positive engagement you receive from your videos.

We want to give some context before delving into this metric.

Statistically, your average Facebook post only reaches 2.6% of your Facebook fans. This number steadily decreased over the past few years. In 2012 it was around 16%. Prior to that some pages saw 30-50% organic reach on their Facebook posts.

As Facebook grows, it shrinks the organic pot for you to get the word out for your business. Consequently, it is vital for your current fans who do see your videos to like, comment, and share them whenever possible.

Ask visitors to engage with your post. If you do it in a respectful manner, you improve the results for your videos. This could mean the difference between targeted traffic to your video and wasting your time on content no one views.

3. Auto-Play versus Clicked

The final metric you should pay attention to is whether the video auto-played or a user clicked the video to hear sound.

Since Facebook shows video in their stream, they do not want to annoy users with random videos noises as they flip through their feed. Especially if a user is in a public place, this could derail viewers watching video on their site entirely.

Therefore, businesses need to track how many prospects saw the video through an auto-play on their feed. Then compare it to how many users clicked on the video to hear the sound and get the full effect of the video.

Those in the later category invested in your content, and tell a better story for businesses looking to target prospects in the future for specific product or service launches.

Final Thoughts

Facebook videos have been around for a few years. However, they are growing rapidly in popularity. Therefore, if you want to get the most out of your Facebook videos learn how to measure the results of each ad.

This provides you with the base measurement you need to improve future Facebook videos.

If you still have questions about how to improve your Facebook videos after measuring them, feel free to contact our expert team at Shout for a free consultation.

Book a free 45 minute consultation today.

    Book a free 45 minute consultation today.

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      As Founder and Director of Shout Web Strategy, Michael Jenkins is at the forefront of digital marketing. Since it’s inception in 2009, Shout has built a strong reputation as one of Australia’s leading strategic SEO agencies, assisting online businesses to formulate, implement and track successful marketing strategies. Michael is a respected thought leader and digital strategist, specialising in online strategy, corporate SEO, Google retargeting, email and conversion rate optimisation, and online reputation management. Follow Michael on Google+, connect with him through LinkedIn or visit the Shout Web Strategy website.

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