Video – it’s everywhere and it’s on the increase.

A white paper predicts that by 2019 video will account for 80% of all global internet traffic and around one million minutes of video will be shared every second.

That’s a staggering amount of footage to wade through – it’s estimated that it would take around five million years to watch all the footage that will be shared each month.

With video set to dominate our online lives we’re not surprised that Facebook has once again updated its insights, this time placing greater emphasis on video performance.

The social media giant says the changes will give page owners a better understanding of when their audiences are watching their videos.

Even more interesting is the news that brands will be able to see at what point in their video people stopped watching – or whether the footage was so fantastic the viewer was compelled to watch until the end.

The changes are intended to provide greater insights about a video’s performance – put simply, Facebook is giving publishers access to incredibly vital data that will help consumer brands tailor their video strategies in order to maximise viewing numbers and boost audience retention.

That data includes: number of minutes viewed; the number of individuals who watched the video; the number of times the video was viewed; the number of 10 second views; the portion of the video watched in an average session; and the average length of time the video was watched in seconds.

Used wisely the information could be the Holy Grail of the marketing world – increasing brand awareness and achieving greater conversion rates.

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