{"id":6639,"date":"2017-06-02T07:01:36","date_gmt":"2017-06-02T07:01:36","guid":{"rendered":"https:\/\/www.rivaliq.com\/blog\/?p=6639"},"modified":"2019-11-19T23:28:15","modified_gmt":"2019-11-19T23:28:15","slug":"mastering-facebook-video-metrics","status":"publish","type":"post","link":"https:\/\/www.rivaliq.com\/blog\/mastering-facebook-video-metrics\/","title":{"rendered":"Master Your Facebook Video Metrics"},"content":{"rendered":"

We’ve all heard it: organic reach on Facebook has declined, and\u00a0sharing native video is your best bet<\/a> for getting more organic reach.<\/p>\n

The extent to which this is true doesn’t really matter.<\/p>\n

If you’re publishing native video on Facebook and you’re not taking advantage of the full set of video metrics they make available, you’re leaving money on the table.<\/p>\n

In this post, we\u2019ll introduce you to Facebook’s native video engagement metrics and how to compute several key video engagement rates. From there, you\u2019ll learn how to measure your video performance and how to benchmark any of your videos against your average performance.<\/p>\n\n

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\n See how you measure up on Facebook for free. <\/p>Benchmark your Facebook performance <\/a><\/div>\n<\/div>\n\n\n

The Basics of Native Facebook Video Posts<\/h2>\n

The ability to share native video on Facebook has been around for years, and\u00a0in May of 2014, Facebook expanded their\u00a0video engagement metrics<\/a>. This data gives you the info you need\u00a0to build an understanding of how your audience responds\u00a0to your video content.<\/p>\n

We’re going to dig into all of this video-metric goodness, but before we do, let me introduce you to the example video post we\u2019ll use throughout this article. This video of incredible manual dexterity and focus comes to us courtesy of CLYW<\/a>, a high-end yo-yo manufacturer in Edmonton, Canada.<\/p>\n

The\u00a0post from October 14th features native video and encourages sharing as a mechanism to enter a contest – a drawing to win a yo-yo from the collection of a Chezh yo-yo champion.<\/p>\n

\"\"<\/a><\/p>\n

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I’ll use Rival IQ’s Facebook Insights dashboards to walk through the data. Of course, the raw data\u00a0you will need to compute these metrics yourself are available directly in Facebook Insights, too.<\/p>\n

For\u00a0reference, here’s the example post as shown in Rival IQ.<\/p>\n

\"Rival<\/p>\n

Post Engagement Metrics for Video (And All\u00a0Posts, Really)<\/h3>\n

The standard Facebook post metrics are incredibly useful, particularly for comparing the performance of your video content to your other posts.<\/p>\n

You\u2019re probably very comfortable with the standard Facebook Post Engagement metrics, but let\u2019s review anyway.<\/p>\n

Reach and Impressions<\/h4>\n

Reach is the measure of the unique number of Facebook users who saw your post. Impressions are the number of times your post was seen. In other words, Reach is really just Unique Impressions.<\/p>\n

Facebook breaks down each of these concepts into three segments:<\/p>\n