Tapping Facebook Analytics to Identify Engaging Video Styles

Your online video style makes a difference in how your audience engages with you. Today we’ll compare three styles of video we’ve used, and what Facebook analytics reveal about where we experienced the highest levels of engagement. We begin with an overview of Facebook Insights data and charts, and then share engagement metrics to help you understand what kind of video style you may want to use

Your online video style makes a difference in how your audience engages with you. Today we’ll compare three styles of video we’ve used, and what Facebook analytics reveal about where we experienced the highest levels of engagement. We begin with an overview of Facebook Insights data and charts, and then share engagement metrics to help you understand what kind of video style you may want to use for your audience.

In today’s video, you’ll see how it’s the Facebook “Talking About This” numbers you need to pay attention to. You’ll also see that we found an older age demographic engages at a higher level than younger people (something we didn’t expect). Get the full story in today’s video presentation:

(If the video isn’t just above this line, click here to view it.)

While Facebook Insight charts are a great tool, you need to export data into a spreadsheet for the deeper dive analysis. If you download that data, brace yourself for an avalanche of information. As a direct marketer, you’ll have greater use for certain data points over other information.

Thorough analysis of these data has helped us understand the audience engagement from three distinct types of videos.

  1. 2-3 minute “Behind-the-Curtain” storytelling videos
  2. 3-5 minute “Music Videos” sharing free content
  3. 20-35 second “Short Clip Videos”

If you follow our blog, you know we’ve been using the results of video performance from a non-profit performing arts organization. To sell tickets for Christmas Shows, we used a series of two to three minute videos we called Behind-the-Curtain. We also used music videos, delivering more of a content marketing video format, where we took full-length recorded songs, three to five minutes long, and matched them with images to complement the music.

Last month, we introduced short video clips as the format in a contest to promote a performance in mid-April. Each clip featured a new song that would be introduced on the show for the first time. Each of these video clips was twenty to thirty-five seconds long.

The short video clips had the highest average lifetime post total reach. A significant contribution to that difference is that several hundred more fans have been attracted to the fan page since the behind-the-curtain videos were released.

The longer music videos had the highest engagement and featured content the audience wanted to experience. This format generated the highest number of likes, comments and shares, reinforcing the effectiveness of using video in content marketing.

Even though the numbers for lifetime reach and engagement from our behind-the-curtain videos were smaller in absolute numbers, we believe the percentage of engagement is respectable. More importantly, though, the campaign where we used behind the curtain videos and music videos produced a sales increase of 20 percent.

Our conclusion from these results tells us that it’s a combination of video styles that should be used to effectively market your organization. Audiences can burn out quickly if you repeat the same approach over and over. One of our challenges, and a challenge you most surely share, is how do you build on your success and offer up something new and different that continues to engage your audience, and at the same time generate leads, sell more of your product or increase contributions.

Our next blog will complete this series on our short video campaign test. We’ll share email marketing results, landing page views, along with other metrics including ticket sales. As always, please share your comments below.

Facebook’s Timeline for Brands: A Facebook Performance Opportunity

Facebook’s new Timeline for Brands enables marketers to foster engagement with participants. This engagement can equal Facebook performance. Brands can separate themselves from the competition by using real-time Facebook engagement data and insights to optimize their brand pages for performance.  

Facebook recently announced the launch of Facebook Timeline for Brands, or new profile pages for brands on the social networking site. New features of brand pages include the following:

  • pages are much more visual as brands have the opportunity to use large cover photos and videos to promote themselves;
  • brands can now prominently feature their most important tabs at the top of their pages;
  • brands can pin key posts to the top of their pages for up to seven days (i.e., they can highlight important posts for a longer time period); and
  • similar to Twitter, brands can privately message fans (and vice versa), helping Facebook become a more powerful customer service tool

The new pages are the hub for your brand on Facebook. All of your brand’s Facebook activities, ads and posts originate from your brand page. The brand page is also the key place for you and your fans to communicate, enabling you to foster stronger customer relationships.

Brands now have a platform on Facebook for complete experience optimization — i.e., engaging participants through sights, sounds, words, interactions, ads, games and apps, all in one easy-to-find place. Facebook noted that it wants Timeline for Brands to bring back the relationship between the customer and shopkeeper. The updated brand pages provide a platform for brands to engage with customers on a more personal and relevant level than probably any other platform, including the brand’s own website.

The same day Facebook launched Timeline for Brands, it also announced its new real-time Page Insights. Real-time insights are a game changer as marketers used to have to wait 48 hours for Facebook data.

Facebook Product Manager David Baser recently talked to AdAge about what real-time insights means for brands seeking performance through Facebook pages. Baser maintained that engagement can equal performance if brands are able to leverage real-time participant data to quickly optimize brand pages. For instance, if a brand knows that a certain post is driving a significant number of likes, comments or shares, that brand can quickly pin that post to the top of its brand page.

The new brand pages and real-time insights give brands the opportunity to understand how well they’re interacting with their users and how responsive customers are to the brand. These engagement metrics don’t necessarily directly equate to performance (i.e., sales and leads), but they can help a brand understand its ability to increase the likelihood of performance — e.g., conversions, new customers, improved customer loyalty and increased average order size.

The like button isn’t the only Facebook engagement metric of interest to marketers. Facebook also now reports on various engagement metrics centered on actions. These include the “People Talking About This” metric, which incorporates likes, comments, shares, tags, check-ins and event RSVPs, and the “Engaged Users” metric, which incorporates clicks on links, photos and video views. Performance marketers are focused on collecting and analyzing this engagement data to inform brand page content, make real-time brand page optimization decisions and increase the chance of performance. Brands should consider the following when analyzing their Facebook marketing strategy:

  1. Test specific posts (videos, polls, etc.) around new products, promotions and events.
  2. Collect engagement data.
  3. Measure changes in customer behavior (e.g., sales, leads, new-to-file customers, order size, etc.) based on the data.

Facebook’s new Timeline for Brands enables marketers to foster engagement with participants. This engagement can equal Facebook performance. Brands can separate themselves from the competition by using real-time Facebook engagement data and insights to optimize their brand pages for performance.