Here is the main thing you need to know about Facebook video views – you can’t afford to ignore them. The video views metric is your window into a massive shift in internet use that is probably the single most important trend in social media marketing today. A Cisco whitepaper estimates that by 2020, 80% of all consumer internet traffic will be from online video. That’s a staggering number, but it is well supported by the numbers. In the past two years, videos published by US users have increased by up to 90% annually. eMarketer estimates that US spending on video advertising is increasing by about 25% per year, with a large portion of that being on mobile video.
Facebook Live video is leading the pack this year when it comes to engagement, likely due to users’ fascination with content that is spontaneous and unedited. This trend has not escaped the traditional media. Facebook Live has cut deals with the New York Times, BuzzFeed, The Huffington Post, Mashable, who have actually given up rights to their internally generated content to take a shot at Facebook Live’s coveted users.
When you combined these market shifts with Facebook’s almost two billion users, you get something very literally worth watching. So, if your brand isn’t already leveraging video in its social media program, it is definitely time to start. Below are some metrics and statistics to keep an eye on as you surf the video wave within the Facebook platform.
This metric is triggered when someone watches your video for at least 3 seconds. It is recorded (and displayed publicly) regardless of the length of the video. There is some controversy over the short amount of time it takes to log a Facebook video view compared to other platforms and while this metric is helpful, it is just one of several critical numbers you should be focused on as you expand your video presence.
This is arguably a more important metric than views. It gives you the percentage of your video post that users are watching on average and shows you exactly where people are dropping off. If you create a five minute video and most of your audience only watched for three seconds, you probably need to reconsider your approach. You can find this metric in Page Insights under Post Details.
As with all posts, tracking user engagement is critically important. But with Facebook video, in addition to likes, reactions, shares and comments, you can also track “clicks to play”. This measures the number of times that users actually click to deliberately play your video, rather than viewing it through autoplay in their feed.
Other Fun Facts
- 100 million hours of Facebook video is watched every day
- 74% of ad recall is achieved in the first 10 seconds of Facebook video campaigns
- Facebook Live videos are watched 3x longer than other Facebook videos
- 85% of Facebook video is watched without sound (captions advised)
Good luck out there and, whatever you do, don't turn your back on video.