A big number of videos are being viewed on Facebook every day. And now that Facebook's algorithm prioritizes video over other types of posts, you've probably also included video in your Facebook paid advertising strategy.
Like every other piece of content on that site, yours is competing for your target audience's attention. This means that while your videos are getting views, they might not actually keep your audience's interest for long. Worse, it won't lead to your ultimate goal-getting conversions.
Luckily, Facebook has a feature to measure how long your audiences view your videos, and then some. By understanding all these tools, Facebook allows you to work around what your audiences consider interesting. It can help you develop better strategies for video marketing.
Audience Retention
This feature shows your video's retention over time. That includes:
• the average view duration
• the total views for the first 28 days since it was uploaded, and
• the number of users who watched your video to completion or for 30 seconds.
Audience retention is useful for knowing how long people spend watching your videos. For instance, you could find that within ten seconds, your audience views dropped by 40 per cent. With this information in mind, you can create shorter content to keep your audience intrigued by what you offer.
If in the middle of your video you find that there was a large drop in views, try to find what people did find engaging, and work on it.
Facebook will be adding new and even more useful features to measure audience retention. They are currently not available yet, but we're rounding up how it can benefit content creating more.
Followers vs. Non-followers
This metric segregates viewers who are followers and non-followers of a page. This can help provide insights as to which people are able to reach your content and the kind of audience you want your page to attract.
Zoom Chart
The Zoom Chart helps you manage your data more accurate by letting you look closer at your stats to see which moments in your video are more engaging than the rest. This can help you create more content that focuses on something your audience considers engaging.
Audience Demographics
This metric helps you measure your audiences' retention by gender. In other words, you'll be able to see whether male or female viewers have longer video retention.
While creating content is not always easy, measuring what your audiences consider interesting can help. In the golden age of videos, it can seem like your advertising campaign could be fighting to stay relevant. By understanding what your customers want, you can come up with more ways to create engaging videos.
Whether you're hiring a company to assist you with your videos for Facebook paid advertising or creating them by yourself, it helps to know how to use these features for measuring your videos' impact on Facebook.
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