Dive Brief:
- Facebook is rolling out new video measurement metrics to its Page Insights and Video Library, according to a blog post.
- New metrics include audience demographics for video, viewer engagement with live video, and video views from shares and crossposting.
- The new metrics started rolling out last week and will be accessible to all Pages in a few weeks. The metrics are based on feedback from publishers who want to learn more about the audience for their Facebook videos.
Dive Insight:
The new metrics provide marketers and publishers with deeper insight into engagement with video on Facebook.
The audience demographics give marketers the ability to segment video into minutes viewed by age, gender and top geographic locations, and are available for all videos including Live and 360. Facebook is also now offering engagement metrics for live video that show when people reacted to, commented on, or shared the video during the stream.
Finally, Facebook is also adding new metrics that help tracks the number of video views that came from shares and crossposts — giving publishers and marketers greater insight into how and why videos spread on the social platform. About 48% of all video viewership time on the platform comes from shares, according to the blog post.
“We hope that these updates help publishers understand and build their audiences on Facebook more effectively,” Anaid Gomez-Ortigoza wrote in the post.
Facebook has been actively promoting video on its mobile and desktop platforms, particularly live video streaming. Adding more tools to measure the effectiveness of video on Facebook can help marketers make better decisions on publishing video content to the social network.
