Facebook Inc. (FB) Daily Video Views Get New Metrics For Publishers

Facebook Inc. (FB) Daily Video Views Get New Metrics For Publishers

Facebook is finally helping publishers understand when their videos are grabbing the most attention. The Page Insights on the social network will enable publishers to see day-by-day breakdowns for minutes viewed, total views (three seconds each) and 10-second views, according to a company update Thursday. Think of it as akin to Nielsen ratings, not for television but for Facebook.

The ability to see a view breakdown by day was one of the features most frequently requested by publishers, Facebook reported. The company indicated it hopes this addition will help publishers build their video audiences on the social media site.

“This new data gives Page owners a better understanding of when their audiences are watching their videos, providing a more detailed picture of performance,” Anaid Gomez-Ortigoza, a product manager at Facebook, wrote in a blog post about the update.

This move is one of several steps in recent months Facebook has taken to improve video publishing. Last month, Facebook released new metrics, including total minutes of watch time and the number of views that last more than 10 seconds. Total watch time, as in consecutive minutes watching, was one of the most requested features.

Facebook has been touting its dominance as a video player. People are watching 100 million hours of video on Facebook per day, CEO Mark Zuckerberg said in January at the company’s fourth-quarter earnings report.

Facebook boasts 8 billion video views per day. That is the same aggregate number as mobile app Snapchat, but views are not equivalent between the apps. Facebook views count after three seconds while Snapchat is reportedly a millisecond.

Recently, publishers have been experimenting with Facebook Live, the real-time broadcasting option. Some publishers are garnering more than 100,000 live views. For example, Mashable created eight videos with Facebook Live and garnered more than 2.3 million views earlier this month.

Even so, Facebook has come under scrutiny for its metrics. Hank Green, a YouTube star and co-creator of the VidCon conference, published a blog post on Medium titled “Theft, Lies, and Facebook Video” that claimed Facebook’s three-second view devalued the content. Green also put forth that Facebook needed to better address freebooting, or downloading and then uploading someone else’s content.

“We’re listening to feedback and will continue to improve the video metrics we offer to Page owners,” Gomez-Ortigoza wrote in the blog post for Facebook.