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Facebook launches new video metrics, 360 degree video guide and heat map

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Facebook is planning to let its publishers create engaging videos by analysing their audience and their preferences. It has launched a set of new video metrics to allow publishers to keep a tab on the performance of their videos. The social media giant is also giving a boost to 360-degree videos on its site by enabling a guide and heat map for these videos.

The aim of Facebook with its new video metrics is to help publishers understand their audience in a better way. Announcing these updates, Facebook wrote in a blog post,

These updates give publishers actionable data to help them create videos that forge stronger relationships with their viewers and engage new audiences.

The new video metrics in Facebook show the audience engagement on various parameters. These parameters include demography of audience, live video engagement, and statistics of videos which people share with their friends.

Publishers can now break down their video minutes statistics according to age, gender, and location of the audience. They can also compare video performance of a specific video on that page across different demographics.

You can find these statistics under a new card called ‘Audience and Engagement’. It is present in Video Insights section and you can use it for all videos including Live and 360.

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Under the same card, there is another metric exclusively for live videos. This will allow publishers to see particular moments in a live broadcast where there were maximum user interactions through comments, likes or shares.
They can select a moment of interest on an engagement graph and see the corresponding clip from the video. In this way, they can fine tune their next live broadcast to engage the audience more effectively.

Publishers can now also compare the performance of their original video on their page with the video copies that were shared by people. This is because Facebook believes people are more inclined to watch videos which are shared by their friends.

Through the existing Minutes Views and Views cards, publishers will be able to breakdown views and minutes of the original video post versus shares and crossposts of the video. This will give them an idea of what kinds of content people usually share and how can this sharing can affect the performance of their videos.

360 storytelling guide and heatmap

360 degree videos are a new feature on Facebook. At times viewers do not know that from what angle they should watch to get a complete view. So, it has allowed the video creators to include a Guide which can “set a default path for the viewing window to move through in order to create a lean-back experience.”

The publishers can use the option “Enable Guide” under 360 Controls tab while uploading a 360 video. They can select specific spots in the video which they want people to see. During watching, the viewing window will automatically move around and focus on these spots to help viewers.

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Explaining this interesting feature, Facebook wrote,

This way, creators can tell a story without worrying that viewers will miss the important parts, like “a diver plunging into the water or a shark swimming up behind them.” 

Viewers will also have an option to not use the Guide and choose to view as per their choice. And another new feature heatmap can tell publishers where viewers looked inside their 360 video. Heatmap is a visual map that can detect most viewed angles by viewers whenever they shift more than 30 degrees.

However, this feature will only be applicable to videos published after late April and having more than 50000 views. Video publishers can find Heatmap in the Video Library’s Publishing Tools for each video.

Creators can use Heatmap to inform what points of a video they want in their GuideUsing this feature, creators can inform the viewers by enabling guide on their videos and helping viewers to have a better experience.

By launching these video metrics focussed on 360 degree videos, Facebook has definitely got slightly ahead of other players. Twitter and Snapchat are yet to introduce 360 degree videos whereas YouTube already has this feature. It remains to be seen how these new features can further boost the videos on Facebook, something which the social media giant has been focussing on for quite some time now.


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