Facebook doesn’t make it easy to find the statistics you need to analyze your video performance! We’ll draw you a treasure map where X marks the data and then you can follow us all the way there.
Any good social media strategy must be rooted in objective data analysis. Look at what content performs the best and create more content like that. If you aren’t doing this you are shooting in the dark.
But it turns out, Facebook doesn’t really give you the data you need to analyze your videos! It’s in there somewhere, but you have to dig for it.
The easiest way to do a quick and dirty check on your Facebook content performance is in the Insights tab that can be found on the left-hand menu when you are logged in to your page. (NOTE: not much of this is available on the mobile app. Use your computer!) But you’ll notice that the videos report found under insights only tells you minutes viewed and 3 second video views. This isn’t enough to know what content is actually performing the best!
Here are two ways to find much more detailed data on Facebook videos. With this data it is much easier to see patterns and improve your content strategy.
- Easy Method:
From the main left-hand menu of your Facebook page, click on Publishing Tools, then Creator Studio. A new tab will open and you can click on content library on the left, then sort the list to see only videos. You can edit the date range you are viewing as well.
This is what it will look like
Now you’ve got WAY more detail organized in a nice little table so you can easily scroll through and see what videos had the highest reach, view time, engagements, etc.
2) Advanced Nerd Method
From the main menu on your Facebook page, click on insights. By default, you will see the Overview tab and some nice summary stats for your page over the last 7 days. Click the export data button. Here you can export ALL of the metrics for your posts or videos over any given time period.
For video data analysis we use: Data Type – Video data, File Format – .csv, Date Range – your choice.
This will give you a nice dataset you can open in Excel or Google Sheets. After cleaning up the columns a bit you’ll be able to color code content types, move columns around so you can focus on the right data, and sort big to small to see your top videos based on different metrics.
Here is an example of one export I used to analyze some of our 2020 videos: