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New Facebook Video Metrics Arrive

Posted on 2.18.2016

Facebook is rolling out a redesigned video metrics interface in Page Insights that includes new metrics for video marketers.

The new metrics include “minutes viewed” and “10-second views.” Minutes viewed provides marketers with data on the total minutes of watch time spent on the video, while the 10-second views metric refers to the number of times the video was viewed to 10 seconds. If the video is shorter than 10 seconds, then this metric refers to the number of times people viewed at least 97 percent of it. Both of these new metrics join “unique views,” “views” and “average % completion” on the updated interface.

It is important to note that publishers can also access more granular video performance data by clicking through individual metrics on the updated interface.  These breakdowns include “sound-on vs. sound-off” and “organic vs. paid.” Sound-on vs. sound-off is a new metric, which provides marketers with a breakdown of views with and without sound for both total views and 10-second views.

“Video publishers have told us that they rely on Page Insights to track the performance of their posts and optimize their video content and programming strategies. Today’s updated interface allows for flexibility as we continue to learn more from publishers about the video performance insights that help them grow their businesses on Facebook,” the social network said in its announcement.

Facebook says the new video metrics interface is available through Page Insights and will be coming to Insights API soon.

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