Video is the flagship content to be used on social networks and especially on Facebook. Whether in the form of native videos, lives, or stories, video has become essential. It is not for nothing that Facebook launched Facebook Watch and many companies are betting on the video to stand out.
Social network users spend more than 100 million hours a day on Facebook watching videos.
Video on Facebook, how does it work?
Just scroll through your Facebook news feed to see the importance of the video. For interviews, recipes, product promotion, or news, video is everywhere.
With auto-play, (i.e., the fact that a video is launched, without having clicked on the button), it is interesting to wonder if the views displayed under the videos are representative. Basically, do people really watch the videos, or are the numbers inflated?
Facebook offers several statistics for videos:
-Minutes watched: the number of minutes the video was watched
-3-second video views: the number of times the video was watched for at least three seconds or for most of its duration, whichever comes first.
-15-second video views: the number of times the video was watched for at least fifteen seconds or for most of its duration, whichever comes first.
-one-minute video views: the number of times the video was watched for at least one minute or for most of its duration, whichever comes first.
-Average views in minutes.
-Video interactions.
Advice
The data provided by Facebook is quite vague. To have more precise statistics on your videos, there are other indicators. As can be seen below, the average view time of a video is an important piece of data.
Via the Creator Studio, it is now possible to obtain many detailed statistics, such as:
-Minutes seen
-Audience retention
-Interactions with a video
-15-second video views
-Organic or paid views…
On social networks, Snack Content is king, short but impactful content, which does not necessarily require activation of the sound. Depending on your field of activity, this kind of content may need to be developed.
