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

  • Get In The Game! Gamification Best Practices For Your Dealership

    While gamification seems to be an emerging term in the automotive vertical, it's been a stable marketing tactic in others for years now. We've seen it in social media, different location based apps on our phones to training software. If you find that your dealership is looking to employ gamification into your marketing mix there are some simple best practices you will want to review with your staff and your vendors prior to launching. Know your business goals: Your marketing strategies need to align with your dealership's business goals. If you employ gamification as part of that strategy it has to align as well. Gamification isn't just to make your website content more interesting, clear KPAs need to be defined to ensure success. You need to define clear cut results to measure whether or not your efforts are successful or not. Make scoring and winning straight forward: In an article published last year by Michael Brenner, it's communicated that our average attention span is ...Read post

  • Retention, Loyalty or Acquisition Marketing?

    We all want new customers. And it’s certainly mandatory to retain a customer to create a loyal one. But how we market our dealerships is increasingly important -- as each form of marketing will deliver different results. The three terms: loyalty, retention and acquisition marketing, all have their own distinct meanings and should be used to satisfy different goals and objectives. While they are often not distinguished differently within most dealerships, they truly have different meanings, and will generate different results.   According to the experts at the Cambridge Dictionary, the definition of customer loyalty is as follows:   “The fact of a customer buying products or services from the same company over a long period of time.”   According to Wikipedia, customer retention is defined as follows:   “Customer retention is the activity that a selling organization undertakes in order to reduce customer defections.”   And acquisition marketing is defined as th...Read post

  • Connecticut Ford Dealership Launches Chevy Marketing Campaign?

    At some point, "social" media stopped being "social" for many dealerships...who decided it's better to talk TO customers than to engage them. This marketing campaign with a Connecticut Ford dealership turns that concept upside down.Read post

  • The Quick Answer Scenario Makes More Sales Happen

    We all love to focus on leads. That's the name of the game in pretty much everything you do on your website. Many dealers are starting to understand that it's not all about leads since many people, particularly mobile visitors, are not filling out forms as they were in the past. Still, it's a big focus. One thing we've seen over the years is that sometimes a happy potential customer can be earned by simple customer service. When people come to your website, it can take a quick answer to an easy question that can be the difference in making a sale or not. Chat is the easiest way be there for your website visitors. Many people don't want to make a phone call and filling out a form to get a quick answer is not appropriate. Maybe they just want to see if a vehicle is available before they hop int he car. Perhaps they want to know if you take trade ins (yes, there are people who aren't sure). Whatever their need is, the presence of a chat operator to answer their questions is necessar...Read post

  • Jameson Irish Whiskey Takes Video Marketing to the Next Level

    Jameson Irish Whiskey has taken video marketing on Instagram to another level – “the first brand to successfully utilize 3D video for advertisements on Instagram and Facebook,” according to a recent article in the Independent.     The video itself is very simple, and suggests that you slide a shot to your friend. It then proceeds to slide a shot glass of whiskey towards you, the viewer, which then appears to come off the page.  It’s rather clever how they were able to create the illusion of 3D on a non-3D platform.     Slide this shot of Jameson to your drinking buddy #LongLiveTheShot A video posted by Jameson Whiskey (@jameson_us) on Mar 13, 2015 at 11:31am PDT According to many studies, brands are increasing their content marketing budgets to include more video marketing. Social media platforms, such as Facebook, Twitter and YouTube, are going to war to become the World’s premier video platforms, something that YouTube has enjoyed for years.   As is the ...Read post

  • Long Tail Keywords for SEO

    It would be great for most dealers if they could appear in search results for all of their makes and models.  Unfortunately, these terms alone are often hard to rank for.  Manufacturers and aggregators like cars.com can make it difficult for dealerships to be seen for generic, one-word keywords. Good keywords to go after are actually known as long tail keywords.  Long tail keywords are easier to rank for because they contain more specific words that might not appear in the same exact order on every site.  For example "Mazda" may be nearly impossible to rank in the top 3 for a dealership.  However, "2015 Mazda Miata" should be achievable within a reasonable amount of time. The work involved in getting these long tail keywords to rank typically requires creating content on the site that has the keyword phrase appearing in the same exact order on a dealership site.  This means that if a dealer is going after "2015 Mazda Miata", they will want that exact phrase to appear on a page ...Read post

  • March Madness: 5 Ways Your BDC Could Go All The Way

    Okay, so my brackets, like many of yours, are already a hot mess. UCLA beat SMU; UAB over Iowa State; Georgia State defeated Baylor--and those were just on Thursday! It was the perfect storm for my March Madness experience. As I was setting fire to my brackets yesterday, I started thinking about how the tournament was similar to dealerships, how we sell cars, and the competition involved. Seriously--there are some pretty solid comparisons between basketball and moving metal. If you want your BDC to perform better than your brackets, here are five hints to help move things along. Five Ways Your Dealership Could Go All the Way: 5) Keep the game plan simple. I love watching coaches who know their game plan and stick to it. The players are confident, they know what has to be done and when, and they execute well. Syracuse University's Boeheim is the master of this. Zone defense is his language. And even though he is not in the tournament this year (that rant is for another blog), his ex...Read post

  • Getting Started with Local SEO

      Navigating SEO is a DrivingSales.com exclusive series by Timothy Martell, CEO ofWikimotive. Each Friday, Tim breaks down ways dealers can improve their SEO and offers insight into how it will benefit business.     As Google and other search engines change, SEO changes along with it. One of the biggest changes to SEO recently was an increased focused on local rankings.   Completely separate from organic rankings, local rankings are special packs of businesses that show up for specific keywords. The purpose of these packs is to make it easier for users to get quick information about local businesses.   This information often includes name, address, phone number (NAP), reviews, and a link to the business's website. If your business is doing things right, it will show up for all sorts of locally-focused keywords that will send you more and more visits from ready-to-buy users.   But even if you are showing up, that doesn't ensure you'll always show up or maintain your c...Read post