5 Metrics to Analyze the Success of Facebook Video Performance

Facebook Video Performance
Image Courtesy – TechCrunch

Videos are the highest converting medium when it comes to marketing content on social media, especially on Facebook. In fact, people engage with videos more often than any other medium on social media. Video is considered a powerful tool when it comes to marketing. Video generally played on mute as default thus it is important to add the caption while creating them. In this post, check out the five metrics to analyze the success of Facebook Video performance.

1. View-through rate

This metric lets you know how many people reached your video and watched the video for at least three seconds. For better engagements, it is important to have a good view-through rate. Ideally, if 30 percent of people watch the video then you are getting a decent view-through rate. But if the number is less than that the there is the scope of improvement in the video. You can also have A/B testing to know which video is popular and driving more engagement.

2. 10-second video views

The next metric is 10-second views which determine the quality of the views you’re receiving after showing the video.  It mainly determines the bounce rate as you can calculate how many people enjoy watching your video or if there are chances to modify your video to attract the audience.  It lets you know how much your audience enjoys watching your video.

3. Video Engagement

Reach and viewing the video is very important when it comes to video engagement. Ideally, 9% of the reach is able to view your video. It means out of 1000, only 90 fans are viewing the video. This means the chances of people engaging with the video are less.  If the fans provide you with a negative response, then you can edit the video and improve the video marketing strategy. Likes, comments, and shares are considered positive engagements.

4. Video average Watch time

The average video watch time is 10 seconds. If people are watching more than those 10 seconds then they might be getting good engagements. The best thing to analyze the video testing is to perform the A/B test. This test is helpful in knowing which version of the video is performing better. It will help to use that version of the video which is driving more views or video engagements.

5. Video Length

The length of the video is crucial. The best recommended time is 20 to 90 seconds. Anything over it may suffer when it comes to video engagement. You have to follow the guideline that some placements on Facebook allow only 15 seconds of video. So you have to create the video accordingly.  

Now that you know the five metrics to analyze the success of Facebook video performance, start analyzing them today and improve your social media marketing strategy.

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Shruti Panwar

I am Digital Marketer having almost 8 years of professional experience and am fond of doing SEO projects. Today where everything is digitalized, I have created this site to learn digital marketing online.