Community

Share your automotive expertise

2 Write a Blog Post

Filed in: Marketing

Facebook Is Adding Enhanced Video Metrics For Marketers

On May 5, Facebook announced its new metrics for videos that are uploaded to brand pages on the social media network.  Offering new metrics for both paid and organic videos, this move comes after the recent release of premium video advertising on Facebook, where 15-second spots both autoplay and run in the newsfeed.

The video metrics on Facebook have been quite limited in the past, with Page owners only able to see basic information such as the number of views that a video has received.  However, with the new metrics rolling out over the next few weeks, this information will be expanded greatly to include views, unique views, the average duration of videos viewed and audience retention.

Facebook explained the intention in its announcement, writing that, "These new metrics are designed to help you learn what's resonating with people and determine how to more effectively create and promote your videos on Facebook."

In the new metrics, video views are defined as views of three seconds or more, while unique views indicate the number of users who watched a video for three seconds or more.  Additionally, marketers will have the ability to see the portion of views that were derived from paid advertising.  

Facebook explained the purpose of the audience retention graph in detail, stating that, "The audience retention graph in Page Insights shows the level of interest in different parts of your video.  Spikes in the percentage of views at a certain point may indicate that people are re-watching particular moments, whereas a dip could show the precise moment when most people lost interest and stopped watching."

These new metrics will certainly help marketers to zone in on not only which videos are gaining the most traction, but also on which sections of a video are most interesting to their audience.  Furthermore, advertisers will be able to see the number of views that reached various points in the video: 25%, 50%, 75%, 95% and 100%. 

The social network's video metrics will also assist marketers with refining the groups that they are targeting in their advertisements.  In the Ads Reporting View, Facebook explains that, "Using the 'data breakdowns' feature, you can also learn how specific audiences responded to your video.  For example, if females between 18 and 34 are a demographic you target in your campaign, the data breakdown will show the number of views you received from that demographic."

Another useful aspect of these new metrics is the ability for users to see how many people watched their ad until the final seconds, or up to 95% of the total video, providing them with another tool to learn more about what is working best in their advertising practices.  

Comments

This is a good move for Facebook. We are currently digging into the YouTube Pre Roll advertising opportunities. Video is becoming more and more important in the marketing mix. It makes great sense that Facebook would be following close behind with this model.

May 21, 2014

Thanks for this article! Video for Marketing is very relevant these days as more and more people are preferring to watch than read.

An interesting fact made by Dr. James McQuivey of Forrester Research states that a 1 minute video is equivalent to 1.8 Million words. That sure is a time saver. Especially when 100 Million Internet users watch videos daily.

It is great that Facebook is not only providing video format as a way to advertise but it sounds like great metrics will help out Internet Marketers and vendors.

I think it is important to note that these stats are for direct video uploads to Facebook and not videos shared from YouTube.

Socially Yours,
Erin Ryan

May 22, 2014

I'd be curious to see what a reallocation of a television budget over 3 months would produce.

May 22, 2014

Great point Chris!

Jul 18, 2014

Comments 1 - 4 of 4

You must be logged in to comment

Login Create an account

Add your comments:

   

DrivingSales News' Recent Posts

Related Posts

  • Vendor Partnerships and the Importance of Making Ego Begone

    The word "begone" is such a funny word. It has a powerful meaning but is so rarely used outside of board games and exocisms. We're going to use it today, mostly because it fits in nicely with the topic of discussion. As fate would have it, one of our team members was picked for jury duty. While he is fulfilling his civil responsibility as a citizen of this wonderful country, I'm filling in for him on the social side. It's good to roll your sleeves up and get to work sometimes (which is why I believe even general managers should take ups every now and then) just to get a feel for what's happening in the trenches. Facebook is all about momentum, which is why I normally do not like our posts to run over others. Conversely, I don't like other people's posts to run over ours. Collaboration is an important key to a strong social media strategy that takes some thigns from the dealership and some content that we create, so we like to time everything out to maximize things. Today, I had a ...Read post

  • Dealerships Must Reinvent the Car Showroom

    Spending more time engaging the customer helps build trust and pave the way for a better upsell process. If your dealership hasn’t integrated mobile tablets into your processes, now is the time. Read post

  • Phone Interview Questions: 6 Tips for Running the Show at Your Dealership

    Want to hear something crazy? 103 years ago the Titanic sank. Want to hear something even crazier and completely irrelevant to the first question? Most people do not know how to conduct a proper interview, yet alone a phone interview. Meeting someone face-to-face allows for natural interaction and initial conversation. On the other hand, meeting someone over the phone calls for a bit of effort from the caller (in this case, the hiring manager) to get the conversation going. Therefore, it’s essential to have a guideline or some format to follow when writing up phone interview questions; otherwise the interview is bound to fall apart and lose its purpose. 6 Tips for Phone Interview Questions 1.) MAKE A SCRIPT—Following the same script for every interview helps avoid bias and inconsistency. You want to make sure every candidate has the same opportunity to a fair interview process; this means asking everyone the same basic questions. Plus, this helps you stay on track and keep the interview flowing within your respective time limit. 2.) INTRODUCTION—This means more than just a simple, “Hey, how’s it going?” Introduce yourself, your background and your company first. Then give your candidates an overview of how the interview will flow so they know what to expect. Make sure they understand your interview process. This will help ensure a smooth transition to the next stage of the process, like a face-to-face interview or polite rejection. 3.) CAREER PLAN—Ask the candidates aRead post

  • Spring into Revenue with Sports Marketing

    With warmer weather in the air, many athletes, old and young, are starting their spring sports. From the professional level to little league, athletes, their families, and sports enthusiasts everywhere are excited about the upcoming sports season. For this reason, now is the perfect time to utilize sports marketing to build brand awareness, drive traffic, and spring into revenue. Here are two ideas to help you get started. Leverage Sports Theme Spring sports are gearing up, from soccer to softball, baseball to lacrosse, golf to tennis, track and field to swimming, and many more. Depending on your specific area of the country, you may be able to utilize excitement from local professional teams or little league teams. This time of year presents the perfect opportunity to leverage sports themed marketing, like Home Run Savings, Go for the Goal Deals, or even Hole-in-One Incentives to promote your dealership. Whatever sport you decide to highlight in this month’s marketing, you can leve...Read post

  • Your Director of Marketing Has Gone Rogue

    The Director of Marketing going rogue can be a blessing or a curse. Here's how to identify which it is for your dealership.Read post

  • New PostRequired Packaging Material for an Effective Shift

      Packers and Movers in Gurgaon Transferring in addition to changing will be dedicated to supplying. The actual useful you taking, the effective the go will be. Ones packing determines no matter whether you should use your own owed since it is at the modern location or perhaps definitely not. In addition to to the perfect packing you will need ideal the labels materials at the same time. Providing is an fine art, as well as the perfect swings from it make it a lavish success. The labels product is easily obtainable with market as well as if you're clever ample then you can definitely furthermore makes use of the one available at your home.   Although element the labels source will depend on the material that you are having, but still you can find several quite standard product packaging requirements, which might be necessary all over the place. In particular carton field, bubble wraps massive Polyethene luggage, cello tapes, scissor along with several sturdy threads to link issue...Read post

  • Mobile friendly websites and Google

    A constant mantra of digital marketing is “mobile-friendly".  The reason is quite simple - a majority of users access the web via a smartphone or tablet.  Because this includes shoppers, having a mobile-friendly site is key to creating an attractive shopping experience.   Google is acknowledging this trend with its most recent updates.  Sites that are deemed as not “mobile-friendly" by Google will theoretically be penalized in search engine rankings.  If your site is not mobile-friendly yet, it might suffer a hit in ranking on mobile devices.   Google’s recommended approach is responsive web design.  Besides that, some key factors Google looks at include font size, page width, whether or not flash is used (avoid it) and how close together links are.   If a business can't get their site up to Google's standards right away, they can still make changes down the line and rebuild their rankings.  How are you all coping with Google's algorithm change? ...Read post

  • DrivingSales is Heading Across the Border to Canada

    We are very excited to announce our first international conference in Canada. DrivingSales is will host the Canadian Dealer Forum in Calgary, Alberta on June 22 – 23, 2015. For the last two years, the Canadian Breakout Session at DrivingSales Executive Summit has sold out. We have heard from many dealers that they would like to see a conference in Canada. You spoke and we listened.Read post