acebook is an important distribution outlet in today’s
video marketing world. With 2.01 billion monthly active users and 1.32 billion
daily active users (FB Newsroom, 2017), it's proven to be a platform with endless
Let’s say Business A is already advertising their video
content on Facebook and they are currently seeing a sudden increase in
inquiries. Great! The only problem here is that Business A has launched several
other video marketing campaigns on different distribution platforms across the
web at the same time. Maybe the sudden increase in inquiries is caused by a campaign
outside of Facebook. Or maybe not.
Business B is in the exact same situation as Business A,
with the only difference being that they understand what KPIs (key performance
indicators) they should track and how to determine their ROI (return on
investment) on Facebook. The only way to gauge the effectiveness of a Facebook
video marketing campaign is by tracking what you are doing and isolating
observations from other campaigns.
Facebook video ROI is more abstract than traditional
online marketing ROI. But just because it’s more abstract doesn’t mean that your
efforts on the platform aren’t effective. Here are the most important KPIs for
you to track and determine your ROI.
This is actually a KPI category consisting of individual
KPIs, but they are all used to measure engagement. The most important reason
you want to measure your engagement is to determine if your audience is
actually interested in your content. More people will engage if your content is
compelling. More engagement also means a greater organic reach, since people
will share the content with others by ‘sharing’ or by ‘mentioning’ their friends.
You can find statistics on likes, comments, shares, link
clicks, and more in your ad manager dashboard on Facebook. We want to compare
the impact of your ads to the money invested by dividing your results by the
amount of money you spent. For example, if you gained 30 likes and spent $10,
then you acquired (30/10 =) 3 likes per dollar. Facebook also has a separate KPI for the cost per like, which is calculated by dividing one dollar by the previous calculated amount of likes, so in this case it would indicate (1/3 =) $0.33 per like.
Do this early on in your campaign to determine a
baseline. Calculate your engagement rates again later down the line, and
compare it to your baseline values. If your engagement rates are stabilized or
have seen an increase, you are on the right track. If they have seen a decline,
it’s time to reevaluate your video ad and make adjustments.
Another important KPI is the average watch time. This
is arguably more important than the actual video view count, since we should always
prefer quality over quantity. If most people watch a large part of your video,
you are doing something right and getting your message across. If most people
drop off within the first 10 seconds, you might want to adjust your
video and add more value in the beginning of your video to capture your
If you are measuring a video ad on Facebook, link clicks are a very important KPI. You want to track this KPI
because it shows you how effective your video ad is as an actual CTA (call to
action): does your video content really convince people to perform a specific
Facebook offers many different variations of the CTA
button that appears right next to your video. Make sure you choose one that is
relevant to your video content. If you are aiming to convert viewers to
subscribers, use a ‘Sign Up’ CTA button, and if you want viewers to read more
about your product, use a ‘Learn More’ CTA button.
Of course you can also track additional KPIs, but make
sure the above-mentioned KPIs form the base of your video marketing campaign on
Facebook. Also, make sure your video content is of professional quality, and you
will be much more likely to see increases in ROI.