A large number of videos are viewed on Facebook every day. And now that Facebook’s algorithm prioritizes video over other types of posts, you’ve probably included video in your Facebook paid advertising strategy as well.

Like any other piece of content on that site, yours competes for the attention of your target audience. This means that while your videos get views, they may not hold your audience’s interest for very long. Worse yet, it won’t lead to your ultimate goal earning conversions.

Fortunately, Facebook has a feature to measure how long your audience watches your videos, and then some. By understanding all of these tools, Facebook allows you to work around what your audience finds interesting. It can help you develop better strategies for video marketing.

audience retention

This feature shows the retention of your video over time. That includes:

• the average duration of the hearing

• the total views for the first 28 days since it was uploaded, and

• the number of users who watched your video to the end or for 30 seconds.

Audience retention is useful for knowing how much time people spend watching your videos. For example, you might find that in ten seconds, your audience views dropped by 40 percent. With this information in mind, you can create shorter content to keep your audience intrigued by what you have to offer.

If in the middle of your video you discover that there was a big drop in views, try to find what people didn’t find engaging and work on it.

Facebook will add new and even more useful features to measure audience retention. These aren’t currently available yet, but we’re looking at how they can benefit content creation.

Followers vs Non-followers

This metric segregates viewers who are followers and non-followers of a Page. This can help provide insight into who may be reaching your content and the type of audience you want your page to attract.

zoom graph

The zoom graph helps you manage your data more accurately by letting you take a closer look at your stats to see which moments in your video are more engaging than the rest. This can help you create more content that focuses on something your audience finds engaging.

audience demographics

This metric helps you measure the retention of your audiences by gender. In other words, you will be able to see if male or female viewers have longer video retention.

While creating content isn’t always easy, measuring what your audience finds interesting can help. In the golden age of video, it can feel like your ad campaign might be struggling to stay relevant. By understanding what your customers want, you can find more ways to create engaging videos.

Whether you hire a company to help you with your videos for Facebook paid advertising or create your own, it’s helpful to know how to use these features to measure the impact of your videos on Facebook.