Facebook is making it easier for video content creators to access key metrics in Page Insights with the launch of a new and improved interface. The redesign features the addition of several new metrics, including “Minutes Viewed” and “10-Second Views,” and an optimised layout that aims to give marketers “more tools to assess and refine their video strategies.”
New metrics
The first new metric, called ‘Minutes Viewed,” has been the most requested by publishers and equates to the total minutes of watch time for a video. The “10-Second Views” metric shows how many times a video has been viewed, either for 10 seconds or 97% of the duration if it is shorter than 10 seconds. The final new metric is “Sound-on vs. Sound-off,” which differentiates between views with sound and without sound and joins “Organic vs. Paid” in a new updated section offering more granular video performance data metrics.
Meaningful insights
The new metrics are available alongside the previous “Unique Viewers,” “Views” and “Average % Completion,” the latter of which breaks down further into “Audience Retention” and “Average View Duration” when clicked through. Until now, Facebook has simply counted the number of “Views” as those watching for three seconds or more of a video, so the new metrics offer more meaningful insights for publishers.
“Video publishers have told us that they rely on Page Insights to track the performance of their posts and optimise their video content and programming strategies,” product manager Anaid Gomez-Ortigoza said in a Facebook Media blog post. “Today’s updated interface allows for flexibility as we continue to learn more from publishers about the video performance insights that help them grow their businesses on Facebook.”
8 billion views per day
Video on Facebook has been booming in recent months with the platform now registering 8 billion views and 100 million hours watched each day, offering advertisers huge, lucrative potential for reaching customers across the globe. The updated interface, which helps to show creators what works and what does not, is now available via Page Insights and will also be featured in the Insights Application-Programming Interface in the coming months.
