It has happened to us all. You’ve recorded a video and posted it to Facebook. It is now growing in popularity. The number of views is increasing in real-time, and you’re eager to see if all your hard work has paid off. But, the question that we are here to answer is: What does it really mean?

If you are counting video views and considering your campaign a success you need to examine the true value of those views and how they are calculated. You will be amazed at the details they are measuring.

Are the Facebook views of a video an indicator of its popularity?

This piece will answer the critical question. We’ll also discuss all of your Facebook video analytics, what they mean, and how you can use them (or not). to distinguish between vanity and actual data.

These Facebook video analytics are important to know.

Facebook video statistics can be broken down into two distinct categories: paid and organic. There is some overlap but it makes sense to separate them and discuss each one. Organic has a smaller number of metrics than paid which has more detailed data. Additionally, organic posts cannot be adjusted for different goals (traffic, conversion, video views), ), advertising campaigns can.

It is important to read: Cheapest UK Facebook Likes

Natural Sources of Metrics

Public Opinion

If privacy settings for your video are set to public, the number of times it was seen as well as engagement numbers will be shown in the lower right corner.

A Facebook video is viewed by the public

Sponsored videos are also covered by this rule.

Views should not be the only measure of success. You should also look at your organic data to understand how your videos are perceived and viewed by your audience.

Facebook’s organic (non-paid advertisement) video stats are very straightforward. To check your organic video analytics, go to your Facebook Page’s Info page and click Videos. The next two data points will be displayed after that.

Viewed Minutes

This graph shows how many minutes you spent watching the video from your Page posts, and whether or not it was shared with other Pages. You can also compare past performance using the analytics dashboard. This is an important metric that you can use to analyze how your video has held up over the years and to determine which types of content have the longest lasting effect. This allows you to report the exposure that the video received via Facebook. Not only the number of views but also the time it was viewed.

Minutes spent viewing a Facebook Video

Three-Second Opinions

This indicator will show you the number of times your video has been viewed for at least 3 seconds. Do you remember how we spoke earlier about public opinion? This statistic is about the meaning. You could consider this a vanity statistic, considering that most videos on Facebook play automatically.

You should consider more than just the views to determine your films’ success.

A Facebook video in 3 seconds

You can also break down these indicators by video. Although engagement metrics such as Reactions and Comments are not tracked in your Page Insights Films section, you can see how people interacted post-by-post with your videos in the Posts tab.

In reality, however, none of these metrics provide any insight. This is due in part to Facebook’s decision not to focus its analytics dashboards on paid media products. We’ll talk about this shortly. One of the best ways to gauge your performance when posting video organically is to look at your Shares and Reactions—good films should elicit activity and conversation on Facebook.

Video ads metrics

You can view more information on Facebook’s video ads performance via the advertising analytics dashboard.

How can I find the most relevant Facebook video metrics?

These metrics can be analysed by going from the Page insights section on Facebook to the Ads manager. Navigate to the Ads Manager dashboard’s Columns dropdown and choose Video Engagement. The table below will be filled with the video ad metrics for your current and past campaigns. Double-check the date range!

Facebook video metrics

What Facebook stats are most important?

Let’s look at the different video-specific metrics that you have and evaluate their importance.

The video will begin to play.

It is the number times that your video advertisement plays. It is calculated for every video impression. This measure doesn’t distinguish between people who only view a portion of a video or those who watch the whole video. It must be combined with other metrics (mentioned later) to gain insight into campaign performance.

Continuous video views for 2, 3 and 10 seconds

This figure represents the number of times a video advertisement has been played for at most two seconds. For video advertising, many advertisers may use a cost-per-thousand-impressions (CPM) bidding mechanism, which means their films will appear in the Newsfeed automatically. Video advertising won’t play automatically if you have your bidding model set to cost per click (CPC). This should only be used in exceptional situations.

Beyond the two- to three-second metrics achieved through autoplays and the 10-second video views, this is a useful metric that allows us to determine if the audience has even a passing curiosity about your video.

Cost per continuous video view for 2, 3 or 10 seconds

This is done by adding the total cost of your campaign to the total number 2, 3, and 10 second views. This is usually very affordable, and only costs a few pence per view.

ThruPlay

This measure measures a video played for at most 15 seconds or more, and a shorter video that was played to completion. ThruPlay is the default bidding option when campaigns use the Video Views objective. It is undoubtedly one of the most important KPIs for video ads. The Facebook algorithm will show your ads to the most likely viewers who are more likely to watch them for at minimum 15 seconds.

ThruPlay replaced the 10-second default bidding option in September 2019 on Facebook.

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This is basically the cost to obtain a ThruPlay. It’s important to note that the 15-second limit was not randomly chosen. Facebook can be assumed that by branding the video metric (akin YouTube’s TrueView stat), it is suggesting that 15 seconds is a standard video ad length. Facebook advertisers may use this video length more often in the future.

This indicator is important because it allows you to predict your ad budget by calculating the views you want to receive.

25 percent, 50%, 75 percent and 95 percent respectively, as well as 100 percent video views

These are five separate metrics that each reflect a percentage of how many times your video has been played. These stats are very useful because they allow you to see which areas of the video have been viewed most often.

If your video is not being watched for the full time, it is possible to reduce the length of the video or eliminate the content that is causing the dropoff.

If only a few people reach the 25% level, then you will need to improve the hook in the first 3 seconds of your video.

Percentage of people who watched a Facebook video

This includes video plays that were manually skipped by the user by moving the pointer forward.

The average amount of time you spend watching a video is:

The average time it takes to watch a video and the time it takes to replay it. You can gain insight into your marketing by knowing how long it takes someone to stop watching a video. You should make shorter videos if your video is longer than 60 seconds but the average time it takes for someone to drop off is only 9 seconds. To take action on their video advertising strategy, many people prefer to use the above-mentioned combination, which includes modifying the length of videos.

This is it. All the information you need to know about how to measure Facebook video campaigns in order to avoid social media mistakes that people make during the reporting and assessment phase.

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