3 Social Video Metrics You Should Be Paying Attention To

These 3 social video metrics will help carve out answers to a majorly important pillar of your overall social media strategy: What is the best, most preferable form of video content for [Brand]’s audience?

Sound on/Sound off?

Most people might think of a video as an audio and a visual experience, but when it comes to video for social media, the experience can vary depending on the platform. For instance, Snapchat users have a higher rate of keeping the sound on while watching, in contrast to Facebook users who almost always watch videos without the sound on. Take note, and cater your content accordingly.


This is such a huge metric, especially for small businesses who predominantly use organic content. Always be sure to watch engagement on your social video posts. The more people you have liking, commenting, and sharing a video, the more important it is to pay attention to what that specific piece of content is, and what it offers to users. Not only can you learn about your audience’s preference in video style through this metric, you can also consider your highest engaging video posts as top candidates for a paid push.

Avg. Time Watched

Take this metric into consideration on a monthly basis, or after you’ve got a nice little chunk of video content to analyze data on. This number will tell you how long (on average) your followers are watching your videos for, which can be really helpful in defining your social video strategy. Let’s say your videos typically run for 1:15 to 1:30. If you find out that the average watch time on your social videos is 0:45, then it’s time to redefine your social video style, and cut them to 0:30-0:45.

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