Facebook is giving Page admins more data into how their videos are performing. The company announced three new metrics today that will be rolling out in the coming weeks.
“As more publishers and creators are sharing longer videos on our platform, it’s becoming increasingly important to better understand audience retention,” writes Facebook on its Media Blog.
The new metrics will include a Follower versus Non-Follower viewer count that breaks down video audience views by the people who follow the page versus those who are not following the page. There will also be a new audience demographic breakdown by gender and a Zoom Chart which will highlight audience engagement throughout the video.
Facebook says the Zoom Chart will let admins “… get a closer look at the data, so you can better visualize the engagement throughout the video to see how key moments affected viewership.”
Facebook’s latest video metrics for Pages
Facebook also apologized for a bug it says it has fixed that was causing its retention graph to render inaccurate data for videos longer than two minutes: “We’ve also made a fix to the video retention graph. While the absolute retention data available to publishers and creators was accurate, in some cases the retention graph rendered inaccurately for videos longer than two minutes.”
In 2016, Facebook made a number of updates to its video measurement practices and policies after it was revealed the platform had been giving advertisers inaccurate data. The company’s video errors continued through last year and spanned across a long list of video metrics, from watch-time to organic reach, completion rates and engagement counts.
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Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy’s articles.