Facebook Adds Traffic Source Insights for Creators and Publishers of Videos

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Facebook added a new set of video insights to the Retention Insights surface in its Creator Studio dashboard for managing, monetizing and tracking the performance of content, Traffic Source Insights.

The social network detailed the four sections of its new Traffic Source Insights in a blog post:

  • Followers: Facebook pointed out that newly published videos may be seen by people who have liked or followed pages in various locations, including News Feed, Facebook Watch and the pages themselves. The Followers insight tallies all of those views, regardless of where they occur.
  • Shares: This metric presents the total views of video content shared by viewers’ friends or by other pages they follow.
  • Recommendations: This figure represents total views by people who have not yet liked or followed pages, via discovery surfaces such as News Feed, Facebook Watch (including via the Facebook Watch tab or by tapping on other videos), Up Next videos and search results.
  • Paid: This insight provides a total of videos views via publishers’ boosted posts, focusing on organic distribution.


Facebook also shared the following advice for how publishers and creators should optimize to meet their goals.

The social network said those looking to build their home bases should optimize for followers by leveraging its distribution incentives for intentional content.

If discovery is the goal, Facebook suggested optimizing for shares, in order to reach new potential followers.

And for those aiming to see their content featured, the social network suggested “supercharging your video’s quality and integrity signals to potentially be eligible for recommendations.”

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