For all of you video bloggers and Page owners out there, Facebook is preparing a little surprise. According to a press release issued by the company earlier today, brands and advertisers will soon get better insight into how their videos perform on the social platform.
Today, as a Page owner, you can only see how many users started watching your video. When Facebook rolls out the new metrics system over the next few weeks, it will allow you to see more detailed information like total video views, unique video views, the average time a user has spent watching your video, and audience retention. The views will be counted no sooner than after three seconds so you’ll get the most accurate information possible. Additionally, a different figures will be shows for people who watched at least 95% of the clip.
Audience retention sounds like a particularly useful feature. It will be an advanced graph designed to help you learn what’s resonating with users and measure their engagement. For example, if a large portion of your audience suddenly stops watching your video after 60 seconds, it is a sign that they didn’t like it or the video itself requires technical readjustment.
Another feature, ad reception, will tell advertisers how users have responded to their videos. Facebook’s new metrics system will break down viewership data into demographic categories such as gender and age.
Facebook’s refined analytics will support both paid and organic videos on the network.