What is Audience Retention?
Audience retention is a key metric for analyzing your Facebook video performances. Found on your business’ page insights, audience retention will inform you where exactly in your video did your audience lose interest or which moments captivated them so much that they began to rewatch it. In addition to that information for specific frames, the page displaying audience retention will also show you the average view duration and amount of people your video reached.
How Do I See My Audience Retention Information for my Facebook Videos?
To access your audience retention information, head over to your page insights and click on post type. From there, you should see your video’s average reach, engagement, post clicks, comments, and shares before you even get to your audience retention metrics.
From there, you can click on specific posts to access your audience retention graph.
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How do I Measure and Analyze My Video’s Audience Retention?
A spike in your audience retention graph is what you want to be seeing because it shows moments that users rewatched and further engaged with the video. A drop indicates that this moment is the frame that the user stopped watching.
You can filter this graph additionally to see if that will change any important or stand-out moments from your graph. Facebook gives you the option to choose between videos that were auto-played or not as well as organic or paid advertising. These are relevant to explain if someone scrolled past simply because a video started auto-playing out loud while they were scrolling through their news feed in public or whether they stopped your video just as you thought it was getting good because they felt there was something inauthentic about the messaging. It is important to explore these filters and settings to understand different audience engagements.
If no one can seem to make it to the end of your video, maybe it was too long. If people who clicked to see your ad stayed the whole time, see if they share broad categories in common. Can you engage in remarketing? What can you do next time to make sure you generate the most leads out of this video ad as you can?
More audience retention leads to more conversions. Is that not exactly what every ad campaign wants? Not to mention, you want the hard work that you put into producing this video to pay off.
If they like your video, your audience is more likely to take a look at the other content you have to offer and become a lead. They are more likely to have a favorable impression of your brand and future products you may release.
