Facebook Updates Video Insights To Give Overall View Of Performance

Finally, more insight into Facebook video performance.

The rapid growth of Facebook video — going from 1 billion daily views to 4 billion in six months — has outpaced the social network’s support for publishers trying to measure how their video is resonating with the audience.

But Facebook announced today that is giving Page administrators an overall view of video metrics with a new Video tab in Insights. Previously, video analytics were only available on individual videos, a serious handicap for publishers hoping to analyze how well their video was performing.

Now, Page owners will be able to compare aggregate views and views of at least 30 seconds, a metric especially useful for those concerned about Facebook’s three-second standard for registering a view. The Video Insight tab also provides comparisons for organic vs. paid, auto-played vs. clicked-to-play and unique vs. repeat views.

The new feature also gives Page admins the ability to highlight video performance in specific time periods and benchmark how well they do over time compared to the average for the Page. The clicked-to-play benchmark shows how many times a video was viewed for 30 seconds or more, or if the video is less than 30 seconds if someone has watched at least 97% of it.

There’s also a Top Videos tab that ranks a Page’s top performing videos based on reach, views and average completion over a specified time range.

Facebook said the new features, available through Page Insights, data export and the Insights API, will be rolled out globally in the coming weeks.