With video taking social media by storm, it's important to understand the most effective way to measure it. In a webinar exploring social video metrics, Shareablee Founder and CEO, Tania Yuki, explains why video matters and how it should be measured.
"Overall video content has grown just north of 300 percent, but in the same time period consumer engagement has increased over 1800 percent, so more than six times as fast as your ability to keep up with content," Yuki says. "So that tells me a couple of things. That your consumers are wild for what you're putting out there. It also means that a lot of the demands on you all as creators and marketers is just going to get worse because the appetite is not even close to being quelled right now."
As brands and video flood the social web, the balance has shifted toward consumer engagement. While all posts, including images, article and links, are growing, the velocity of video entering the market is most significant. In January 2013, on average 35 pieces of content were published to Facebook, Twitter, Instagram and YouTube per week. In January 2016, that number jumped to 75. The number of videos published per week grew from 3 to 7 over the same time period.
In terms of which categories experienced the fastest video growth, sports led the way, followed by publishing, then retail, TV and consumer goods. Publishing has seen significant growth in video content and actions; while retail brands have seen the largest growth in video views on Facebook.
So what matters most in measuring video? It comes down to quantity and quality. Quantity is measured by views, engagement, unique viewers, actions per video, total minutes and average minute audiences. On the other hand, quality is measured by views per share, video power ratings, video sharing index, videos per person, loyalty, social lift and time spent. For example, as the quality of content increased, the views per share decreased. In other words, only took 62 views to share a video in 2016 versus 106 per share in 2015.
"The amount of views required to prompt a consumer to do something is actually going down and that's because of one of two things," Yuki says. "One is your content could be getting better or more relevant to your audience. The other thing is people could just be much more used to being activated by video content. Consumer engagement is at an all time and it's a really powerful convergence between great content marrying audiences that really care about that content."