Video is the most preferred type of content for social media users. But if you are new to incorporating video into your social media posting, how do you track its performance for your goals. Anything you try for your social media marketing should be measurable so you can see if you reach your goals or if you need to adjust. These are some metrics you can use to track your video’s performance on social media:
View Count. This is a very easy metric to track on most platforms. View count is the number of people who have watched your video. A view means different things on different platforms:
- Youtube: someone watches your video for at least 30 seconds
- Facebook/Instagram: someone watches your video for 3 seconds
- Twitter: someone watches your video for 2 seconds with the video taking up 50% of their screen
- LinkedIn: measured the same as Twitter
- TikTok: a view is counted as soon as your video is on someone’s screen
Engagement. Your video’s engagement rate includes likes, comments, and shares. If you have a business account for the platforms you post to, this should be visible and calculated for you. Keeping track of this metric will help you figure out if your content is well-liked or if you need to change the types of videos you share.
Watch time. Watch time will differ from your view count because some people click away from a video if they are not interested enough to keep watching. It can also include replays. Your videos should always have an interesting start and also follow through on the title or click-bait you used to get people to start watching your video. They are more likely to stay if they want to see how it ends.
Social Shares. A video goes viral by getting widely shared, so this should be one of your primary goals in your affordable social media plans. This will open up your audience dramatically if done correctly. Remember, the most shared content is entertaining or educational for the viewer.
Click rate. When you run a video ad, click rate or click-through rate is calculated because you can include a call-to-action button. If you want as many people to click the button as possible, this is a metric to keep track of. You may need to test different calls-to-action to get people to your shop or landing page. To calculate your click rate, divide the number of clicks the ad receives by the number of times the ad was seen.