Facebook wants to be your everything. They want your posts, your ads, your photos and now they want your video. Not a post with a link to your YouTube video. They want you to upload your video straight to Facebook. If you do that, they’ll reward you with better audience metrics so you can see what’s working and what isn’t.
It’s not a bad plan because we’d all be happy to use Facebook as our everything platform if we knew there was a benefit to doing so.
Facebook announced today that the new video metrics are coming soon and they include “video views, unique video views, the average duration of the video view and audience retention.”
The audience retention chart is particularly interesting as it shows the gradual decline as people navigate away from your video. Why did they leave? Video too long? Too boring in the middle? Did they leave after the video goes from talking human to charts and graphics?
There’s a lot to be learned here if you have the time to dig into the numbers. And if you have the numbers to dig in to.
If the video is attached to an ad, you’ll find demographics in the “Ads Reporting” view – age, gender, country – all very helpful information.
But here’s what’s tripping me up. These metrics aren’t just for paid advertisers. Says Facebook:
Video metrics will be available for all paid and organic videos uploaded directly to Facebook Pages and will roll out gradually over the coming weeks.
If you embed a video from another video player or link to a video off Facebook, you will have much more limited data to learn from.
So, they’re not saying you can’t use a YouTube link on a post but if you want the full benefit of Facebook’s backend, you have to upload your videos directly to Facebook. That makes sense and it’s reasonable. It also makes me wonder if Facebook is thinking about putting ads on videos that are uploaded to the site like YouTube does.
I guess what’s confusing me is that we’re talking about two different types of content here. A video advertisement vs a branded video. Obviously, we’re not putting ads on the Video ads but Facebook could include them on the all non-ad videos (the how-tos, the inspiration videos, the fun stuff) that people post for free on their Facebook Page. Of course, then they’d be a whole different kind of ad network. . . wouldn’t they?