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 21st

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 22nd

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

May 22nd

Great point Chris!

July 18th

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

  • Is Your Dealership Investing in Itself or Third Parties?

    When I started doing SEO and social media for dealers, the one thing that really worried me was how often dealers are being outranked in search engines by third-party listing sites like Autotrader, Cars.com, CarGurus, and Edmunds. After all, these are sites that make more money from dealers by essentially outmarketing them. What's worse is many of these sites use dealers' money to invest in ad campaigns that actually demonize dealers. The goal being to get customers to skip dealer websites and window shopping, in order to make even more money off of their dealer partners. And because people are using the web more and more for research, more third-party listing sites are popping up to claim an even bigger piece of the pie from dealers. From a business perspective, it doesn't sound so bad: You pay a highly-trafficked, tech-heavy site to list your inventory and receive leads in order to sell more cars. Unfortunately, customers that use third-party listing sites tend to be the most di...Read post

  • “I Am Loyal to My Dealership For The Great Coffee.” Said No Customer Ever.

    Imagine how a high-quality and positive customer relationship with a car buyer who owns a vehicle for an average of six years will translate into a heightened lifetime value. The relationship’s good standing will not only increase their loyalty, but also overcome any negative experiences encountered in their shopping and buying journeys. So what are some processes you can implement to improve the ownership experience and increase customer loyalty? Loyalty from your customers is not to be expected even in the slightest. You must strive to earn it every single day. With the tools, technology and talent available to us today, there is no excuse for anything less. Read post

  • Target In-Equity Service Customers to Stand Out

    Creating an effective marketing strategy in today’s world is not an easy task. Should you spend your time and money to conquest new customers? Allocate your marketing budget to build brand awareness in your community? Create a program to strengthen customer retention among your existing database? Or should you focus your energy on all of the above? The possibilities are endless. Chances are the answer to an effective marketing plan lies in a perfect combination of a new and current customer strategy that delivers the most optimal return. The problem is finding a harmonious balance. We all know the old adage, “It costs five times more to acquire a new customer than to retain an existing one.” If this is true for your dealership, then it is in your best interest to capitalize on every opportunity with current customers. Make sure they are informed about needed vehicle maintenance, communicate service savings, share OEM incentives on new vehicles, etc. Now I’m not telling you to ...Read post

  • Top 8 DrivingSales Executive Summit 2014 Takeaways

    Conferences are easy. Free food, free swag, free parties, and more information than you can shake a stick at. It is like going back to college, condensed into 3 days. Now comes the work; taking what you have learnt and doing something with it. Creating an actionable items list and work-back schedule. Our day-to-day lives catch up with us very quickly and it is all too easy to put off making a plan. Before you know it, it's the next year and the next conference season and you haven't moved on anything you have learned. A similar but equally daunting problem is hoping to accomplish EVERYTHING. Often there are so many fantastic ideas it is impossible to choose. This past DrivingSales Executive Summit is a prime example. The great information I took in, is far more than I could ever accomplish. Read post

  • The Mind is Like a Parachute – It Works Best When Open

    Competition in business is usually a good thing.  Sure, we’d all like to have the market cornered, but without a little competition we would perhaps never figure out ways to improve our products or services and keep our customers coming back.    In an interesting article on Infusionsoft’s “Big Ideas Blog,” a few examples of businesses thinking outside the box were shared. 3Tees is a Singapore based company that prints T-shirts for companies “promoting events with a social cause.” It has a slogan of “You price it. We print it.” The company allows customers to determine the price of the shirts and their pricing strategy has proven successful.  According to the article, the vast majority of customers make genuine offers that both fit within budget and provide an acceptable profit margin. In fact, while the company is willing to reject extreme low-ball offers, they have discovered that only 5% of total bids fit within this category.   One of the biggest reasons 3...Read post

  • Is Your Business Keeping Score? Fixing Turnover At Dealerships

    If you’re a fan of the National Basketball Association, then you’re probably like me when it comes to watching games. There’s nothing more I love seeing than someone dunking over another player or sinking a three-pointer in front of a defender’s face. Now that I think of it, it seems like I only enjoy plays that are demeaning to the defense, huh…but that’s neither here nor there. As the NBA kicks off it’s 2014-2015 season, there’s one thing I can tell you that I’m not looking forward to and that’s turnovers. Turning the ball over is ugly. It’s bad for the offense and nobody likes watching sloppy play (unless you're on defense, then turnovers are awesome). The same goes for companies everywhere: turnover is bad for business. While referring to turnover, the Wall Street Journal says, “experts estimate it costs upwards of twice an employee’s salary to find and train a replacement. And churn can damage morale among remaining employees.” Now if you’re like every other business out there, you know this is a serious problem, but how can you fix it? Is turnover even fixable? The quick answer—yes. Tips For Lowering Turnover Just like the game of basketball, keeping score is essential for your business. It’s vital to keep track of the candidates you’re interviewing, what their responses are to your questions and how their personalities fit within your company’s culture. One of the best ways to do this is by using an interview scorecard, but that’s only one step towards diminishingRead post

  • How quickly can you say "YES?"

    At Autosoft we pride ourselves on customer service and have done so for over 25 years. So when a current customer’s service manager walked out without notice, the general manager was at a loss for what he was going to do. The parts manager just joined the team, the old advisor quit and the new advisor wasn’t due to start for another week. That left him with a brand new crew with no experience and a service department without the ability to wait on customers!!! Out went the phone call to the local business development manager… “can you help?” Read post

  • New Craigslist listing issue

    Craigslist has had a change in layout and search abilities for awhile but there is a major issue in their new filters. Dealerships are missing a ton of searches when a customer is filtering down the search. The image I included in this post shows how consumers now have the ability to search by type: truck, sedan, convertible, wagon, and other criteria....but a lot of dealers feeds are notRead post