What counts as a VIDEO VIEW on social?

If you’re a filmmaker using the internet to build a brand and grow your audience? Then social media is a great way to do that! Today, 83% of marketers said they’d like to create more video content in 2017. Video on social media is already a proven way to engage with users and connect with an audience. Multi-million dollar businesses have been built on video marketing and video content. In a recent interview, CEO and founder of Facebook Mark Zuckerberg said, “I just think that we’re going to be in a world a few years from now where the vast majority of the content that people consume online will be video.”

Video is incredibly important to the future of social media and filmmakers using social to tell their stories and reach the masses. However, when it comes to video, what does “success” really mean? And how do you know if your videos are performing well on social media?

Measuring the success of your video content can be difficult. Almost every platform has a range of features and metrics. Some platforms count a video view as three seconds, others count a view as soon as you open a video. Some platforms auto-play videos, others don’t. Some channels have limits of 60 seconds for video and on others it’s unlimited.

I hope to try to bring some clarity into the different metrics on social media videos. Let’s begin with an amazing graph designed by the good people at Buffer (who also provide most of the data for this information).

What counts as a Facebook Video View?

Short Answer: 3 seconds or more

An important thing to remember from videos on Facebook is that there is power in text or subtitles, and the first few seconds of your story. Studies have shown that the majority of users start watching a Facebook video without any audio. This is important because filmmakers should think of creative ways to incorporate text into your story. Also, consider the possibility of users watching the first few seconds of your film without any audio. What do your visuals look like?

Where to analyze the metrics of your Facebook videos: To see the overall performance of your videos, head to your Facebook Page Insights and select “Videos” on the left column. That section will allow you to customize and select various metrics to choose in order to make sense of the data you’re reading. I know this area is not the easiest to navigate so contact me if you have any questions.

What counts as an Instagram Video View?

Short Answer: 3 seconds or more

Here is an interesting note from Instagram video: NewsWhip found that while photos get more likes than videos, videos sparked more comments than photos. If you’re using an Instagram business profile, the metrics you’ll read are Impressions, Reach, and Engagement.

To see the number of views and likes, simply tap on the view count of the post.

What counts as a Youtube Video View?

Short Answer: Views are determined by an algorithm.

Are you rolling your eyes right now? Oh good, that means I’m not alone. While YouTube might not exactly be a social media platform, it is the default video hosting platform for most people. I’ve posted content in the past and have made a dedicated video on why filmmakers should be using Youtube today. However, Youtube’s algorithm is what determined if a video is genuine. There are many people on YouTube who buy views, and that is the reason why Youtube makes an attempt to weed out bots and fake views.

In my experience with the platform, it’s safe to say that Youtube typically counts a view after a user has watched over 30 seconds of a video. An important thing to consider is the Youtube video view freeze. If you see your views freeze at 300, it is because the algorithm is trying to establish whether the views are real or not. It could take a while but Youtube will eventually count your views frequently.

All the metrics are located within the YouTube Creator Studio analytics section.

That’s it! I hope this information helped you evaluate the ways you measure video views on some of the social media platforms you’re using. Other important metrics I might mention later are ones on Twitter, Instagram Stories, Snapchat Stories, Instagram Live and even Youtube Live. Which social media platform are you using to tell your story and reach the masses? Let us know in the comments below!