in 2016 facebook ceo mark zuckerberg
told buzzfeed news that he expected a
majority of the content on the platform
would be
video within five years today video
makes up about 11
of the content on facebook which is not
the majority unfortunately
but that hasn't stopped the social media
giant from prioritizing video in a big
way
that's because users engage with
facebook videos at nearly twice the rate
of other content like photos links and
status updates
which makes video a key ingredient in
your inbound marketing mix on facebook
what's up it's jamal from hubspot i'm
going to guide you through the key
insights that facebook provides about
the performance of your videos including
one metric that is for some reason
really hard to find
at the end of this video by
understanding all these insights you'll
be able to evaluate the success
or failure of your video content more
importantly you'll be able to use these
insights
to improve future videos for marketing
your business if you find this content
valuable be sure to give it a like and
subscribe to the hubspot youtube channel
sounds good all right
there are a few places you can find
video insights on facebook most
marketers know to look at the
video section of the usual page insights
tool but
a better way to delve into your metrics
can be found in the facebook creator
studio which you can find by going to
business.facebook.com
creator studio once there click on
insights in the left hand column
and you'll see a list of four video
categories performance
loyalty audience and retention each one
of these categories
offers a different view on how your
video content is performing by combining
the info
you'll see the complete picture of your
facebook video campaigns the first
category performance
tells you how many users watch your
video and for how long
there's a graph showing several key
metrics along with a list of your top
video posts below
one thing you might notice is that you
don't see the total number of views
anywhere
in your metrics even though facebook
displays that number publicly on every
video
objectively strange but i'm not here to
defy the will it fathers up
that's okay though all you have to know
is that in the world of facebook
watching three seconds of the video
equals a view
which is a nice number to know but given
that three seconds
just means that a user stops scrolling
for a moment it's
not a great indication that someone
actually watched your video for example
i wouldn't say that i did my math
homework
just by looking at the textbook for
three seconds but that didn't stop me
from trying
i'm sorry miss johnson so you'll want to
look at the one minute views which
no surprise is a lot smaller than three
seconds funny enough facebook gives you
an in-between metric the 15-second video
view but only if you click on a specific
video post
what can you learn from these numbers
well the three second video view shows
that your videos are catching people's
attention in their feed which
is a good start the 15 second video view
indicates that your content is
interesting enough for the viewer to
begin watching
and the one minute video of use lets you
know that people are really digging into
your content enough to stop what they're
doing and properly watch your video
holding on to viewers from three seconds
to 15 seconds to one minute is
the goal of every facebook video to do
this you want a video that starts with
an eye-catching title card or
captivating footage
that gets the user to stop scrolling on
their feed now that you've converted a
scroller to a viewer
you have about 15 seconds to give them
the key message
of your video that way even if they stop
watching
they've already taken away the most
important information from your video
if you get past the first 15 seconds use
the rest of the first minute to build
excitement for your viewer or offer
secondary revelations that will keep
satisfying the
viewer's initial interest and don't feel
bad that your viewers drop off
drastically between three second
15 second and one minute marks it
happens to me all the time
not just with videos despite the
drop-off
facebook says that it prioritizes videos
that are three minutes or longer but
as the insights show you want to make
sure that first minute really hits
next up is loyalty the first metric you
see on the loyalty page is net followers
which according to facebook is the
number of new followers
minus the number of people who
unfollowed
how is that directly connect to facebook
video no one seems to know
low net followers is returning viewers
now that
is a hot insight returning viewers tells
you how many of your one minute viewers
go on to become
returning viewers of course any video
view is valuable but having people that
actually come back for more
that's a big cloud the next category of
facebook video insights is audience
audience tells you who is watching your
video based on age gender and even
interest
but it doesn't reveal this info about
everyone who is watching your video
facebook only gives you this information
on people who
engage with your video either by liking
commenting or sharing or
by watching one minute or more this
means you can take time before you've
accumulated enough audience info to
access these insights once you have a
good data set facebook will start
telling you what
interests your viewers have they'll
start telling you what other facebook
pages they follow and even what popular
videos they're watching on the platform
imagine being able to plan future video
content
based on what other videos your viewers
are enjoying that's some pre-cog level
stuff
smart brands can also leverage this data
when running ads on facebook reinforcing
the importance of sharing analytics
between teams
the final set of video insights is
called retention retention starts by
telling you where your video traffic is
coming from
recommendations means that the viewer
doesn't follow your page but
found your video on facebook watch as in
autoplay after another video or
via search results after that is
followers who are the folks who follow
your page and most likely saw your video
in their news feed flash's shares
meaning people saw your video because
one of their facebook friends shared it
there's also a category for paid views
which will appear if you boosted any of
your video posts
well that is your average minutes view
which inevitably will seem low
because so many three second views
pulled down the curve
much like me in my calculus class miss
johnson why didn't you just give me a
good grade
to illustrate that fact here's a graph
that shows the painful fallout between
three second
15 second and one minute views you're
probably asking yourself
why facebook bothers with the three
second view at all research has shown it
takes two tenths of a second to make an
impression online
and online features take 2.6 seconds to
process
so not only can your brand make a
valuable impression under 3 seconds
it's enough time for the user's brain to
act on that impression in this case
maybe watch more of your video
so far we talked about facebook insights
in terms of overall performance of your
videos
but sometimes you might want to check
the metrics of a single video
at the bottom of each insight page
you'll see a list of your video posts so
you can compare how each one performs
you can also click on the individual
video to get specific metrics for each
one
most metrics for individual posts don't
tell you much a video metric is only
useful when in the context of other
videos
but one individual metric that's super
useful
is the audience retention chart that
tells you simply where your viewers
dropped off
watch the portion of the video when
people left is someone talking for too
long did
someone start playing some weird music
and they started dancing
you know what i'm saying stop that all
right that's why they're leaving
be better now the part we've all been
waiting for
the secret metric start by clicking
content library in the left hand column
of the creator studio
you'll see a list of all your posts go
to post type and select video
then look over at the fourth column
called the distribution
hover over the source and a window pops
up showing you where various metrics
increased or decreased compared to the
rest of your content it even tells you
which metric is having the biggest
impact on your score
and therefore how well your content is
being distributed by the facebook
algorithm
pretty neat combined with all the other
data facebook makes available
you can really start to understand how
your video content is performing to
achieve your goals
and start to intuit like some kind of
god
what sort of video content you should be
making in the future and hey you know
what
i'm looking forward to seeing what you
come up with good luck
[Music]
you should get back out there dancing on
instagram i should do that again it's
been a while