According to a Google survey, 50% of internet users look for videos related to a product or service before visiting a store. Another research from TubularInsights states that 500 million people watch videos on Facebook everyday.

Video has become a vital part of your marketing strategy on social media too. Videos with creative efforts and attention-grabbing content can help your sales efforts pay back.

Marketing Land contributor Sweta Patel has shared five important metrics to help marketers measure their Facebook video performance.

Patel says, “Here are the metrics that matter the most for video performance:

1. View-through rate

This metric tells you how many people your video reaches and how many of those who were “reached” viewed the video. A video view is often defined by watching the video for at least three seconds (though Facebook’s newer average watch time replaces that metric).

To engage with your audience, you will want to connect emotionally right out of the gate. Otherwise, you’ll lose out on the view-through rates.

If 30 percent of your audience sees your video on average, 30,000 of 100,000 fans are viewing your video. That’s a decent number. But if fewer than 30 percent are watching your video, it means something may be wrong with the video itself.

If it’s not getting the engagement based on your reach, then you may want to A/B test the content of the video”.

5 metrics to measure the success of Facebook videos

Marketing Land


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