Social video metrics track the success of your video content.

This is especially important when you consider that videos tend to be more engaging than just posting photos or text in your feed.

However, it differs a little from the metrics of a regular post.

For one, each platform contains different types of metrics and different terms. It can get a little confusing, so we want to help you break it down for you.

Bonus: Get a free social media analytics report template This shows you the key metrics you need to keep track of for each network.

Social video metrics for every platform

Facebook video metrics

What counts as a view: 3 seconds or more

Facebook videos have the highest engagement of all other types of content on Facebook – with a engagement rate of 6.09% for video postings.

Facebook engagement benchmarks

Source: Digital 2020

Therefore, it makes sense that you track your metrics closely to optimize your views. These metrics are:

  • To reach. How many users was your video shown to?
  • Engagement. How many times have your users interacted with your video?
  • Average video playback time. How long have users seen your video?
  • Peak Live viewers (when streamed on Facebook Live). Most live viewers you've ever had.
  • Minutes. How many minutes of viewers saw your video?
  • 1 minute video views (only for videos 1 minute or longer). How many users watched your video for at least 1 minute?
  • 10-second video views (only for videos longer than 10 seconds). How many users watched your video for at least 10 seconds?
  • 3 second video views. How many users watched your video for at least 3 seconds?
  • Audience loyalty. How well does your video hold an audience before it stops watching?
  • Audience. Demographic data of viewers, including top location, top audience and people reached.
  • Top videos. Your most popular videos.
  • Unique viewers. How many unique users watched your videos?

With view times, you can split them between organic and paid views. This gives you an even better idea of ​​where your traffic is coming from – and where you should invest your resources.

To find your metrics, go to your Facebook page and click the Insights tab. There you can access a variety of metrics for your Facebook posts.

Tip: To learn more about this topic, read our article on Facebook analysis and insights.

Instagram video metrics

What counts as a view: 3 seconds or more

Instagram videos are more engaging than photos on Instagram. And with great features like IGTV and Instagram Live, you can give your audience the content they crave while attracting new ones.

Instagram engagement benchmarks

Source: Digital 2020

The social video metrics you can track in an Instagram business profile are:

  • Views. How many users watched your video for at least 3 seconds?
  • Likes. How many users liked your video?
  • Remarks. How many users commented on your video?
  • Profile visits. How many users visited your profile after seeing your post?
  • Saves. How many users have your video saved in their Instagram collections?
  • Messages. How many times has your video been sent to others via messages?
  • Follows. How many followers do you have from this video?
  • To reach. How many users was your video shown to?
  • Impressions. How many times have users seen the post?

This differs from personal Instagram accounts where you can only see your likes, comments and the number of people who saved your video.

To access your metrics, simply click the video post in your feed and click View Insights at the bottom of the video. This will bring up the Insights tab where you can view your metrics.

Tip: For more information on this topic, see our article on the best Instagram analytics tools.

YouTube video metrics

What counts as a view: 30 seconds or more

YouTube analytics are (obviously) an integral part of your success on the platform. If you take into account the fact that YouTube is the second largest search engine in the world, you will understand why the website offers some of the best ways to expand your audience and build engagement.

The social video metrics you need to track are:

  • Watch time. How long do people watch your videos?
  • Audience loyalty. How consistently people watch your videos. When they stop looking
  • Demography. Who is watching your videos and which countries are they from?
  • Playback locations. Where your videos are viewed.
  • Traffic sources. Where people discover your videos.
  • Equipment. What percentage of your views come from your desktop, cell phone, or anywhere else.

To access your metrics, click on your profile on YouTube and then on Creator Studio. The Creator Studio dashboard is then displayed in the left pane, where you can access your Analytics.

Tip: You can find more information on this topic in our article on YouTube Analytics.

LinkedIn video metrics

What counts as a view: 2 seconds or more and the video makes up at least 50% of the video on the screen.

LinkedIn's video posts are often overlooked for their elongated B2B content, providing brands with an excellent way to build engagement and awareness. In fact, LinkedIn videos generated more than 300 million impressions on the platform in a single year.

The metrics they offer are:

  • Plays. How many times has your video been played?
  • Views. How many times has your video been viewed for more than 2 seconds?
  • Show rate. Number of views multiplied by 100
  • eCPV. Estimated cost per view. Gives you an idea of ​​your ROI when you've spent money promoting your video.
  • Views at 25%. How many times have users seen a quarter of your video?
  • Calls at 50%. How many times have users seen half of your video?
  • Views at 75%. How many times have users seen ¾ of your video?
  • Degrees. How many times have users seen 97% or more of your video?
  • Completion rate. How many times have users finished your video?
  • Full screen plays. How many users watched your video in full screen?

To access your LinkedIn video analytics, click the "I Profile" icon at the top of the home page. Under MANAGE, click Posts & Activities. From there, find your video on the Posts tab. Click on it and then click Analytics under your video (LinkedIn).

Tip: To get a deeper insight into your measurement data, read our article on everything you need to know about LinkedIn videos.

Twitter video metrics

What counts as a view: 2 seconds more with at least 50% of the video on the screen

According to Twitter, tweets with videos get ten times more engagement than tweets without videos.

Tweets with video attract 10 times more engagements than tweets without video. This is optically:

With video Without video
💬💬💬💬💬 💬

– Twitter Business (@TwitterBusiness) December 13, 2018

Conclusion: You leave a lot of money on the table if you don't use a video in your tweets. Here are the metrics you need to be successful:

  • Impressions. How many times have users seen the tweet?
  • Media views. How many times have users seen your video?
  • Total commitments. How often have users interacted with your tweet?
  • Likes. How many times have users liked your tweet?
  • Expand details. How many times have people viewed the details of your tweet?
  • Reply. How many times have people replied to your tweet?
  • Retweets. How many times have people retweeted your tweet?

To view your Twitter metrics, simply click on the tweet with the video you want to monitor. Then click Show tweet activity. This way you can view all metrics of your tweet and video.

Tip: We have a complete guide to Twitter analysis for marketers if you want to get the most out of your measurement data.

Snapchat video metrics

What counts as a view: 1 second or more

Since its release in 2011, Snapchat has developed a number of robust analytics that both personal developers and brands can use to measure their performance.

The catch: Snapchat Insights is only available to verified influencers and brands or accounts with a large fan base. If you want to build a large audience on Snapchat but don't have one yet, check out our guide to using Snapchat for business.

If you have Snapchat Insights, here are some key metrics to consider:

  • Unique views. How many different people have opened the first video of your Snapchat story for at least a second?
  • Show time. This is how many minutes your viewers watched your Snapchat videos.
  • Completion rate. What percentage of users finished your Snapchat story?
  • Screenshots. How many users screenshoted your Snapchat story?
  • Demography. The breakdown by gender, age and location of your users.

When you create a Snapchat ad, you have a wider range of metrics to choose from. Here's a complete list of metrics you can track with your ad platform.

To access your Snapchat Insights, you simply need to:

  1. Open the app.
  2. Go to the home screen by clicking your profile photo in the top left.
  3. Under My Story, click Insights.

Tip: For more information, see our article on Snapchat analysis.

TikTok video metrics

Gen Z's favorite platform can also be a great way to spread brand awareness. And if you consider that 2019 is one of the most popular mobile apps with 738 million downloads in 2019, you can be sure that your target group will be delighted.

Global ranking for mobile apps: active users

Source: Digital 2020

TikTok gives you access to a variety of metrics if you have a Pro account. To do this, you have to jump into your settings and then switch to "Manage my account". Click Switch to Pro Account at the bottom of the menu and follow the simple instructions.

Once you're done, you'll have access to a number of key social video metrics, including:

  • Video views. How many times did users watch your videos in 7 or 28 days?
  • Pendant. How many users have started following your account within 7 or 28 days?
  • Profile views. How many times have users viewed your profile in 7 or 28 days?
  • Trend videos. Your top 9 videos with the fastest increase in views over 7 days.
  • Pendant. How many followers do you have?
  • Gender. Breaking down the gender of your followers
  • Top areas. Where your followers live by territory.
  • Follower activity. The time during the day and the days of the week when your followers are most active on TikTok.
  • Videos that your followers have seen. The videos that are popular with your followers.
  • Sounds that your followers have heard. The TikTok songs and soundbites that are popular with your followers.

To access your analyzes, simply go to your settings and click on Analytics in the Account section.

Tip: Do you want to create the best possible ads for TikTok? Here's how to do it.

How to track the right social video metrics

You cannot follow every single metric. The key is to choose the right ones for your company.

It all depends on your goals. What are you trying to achieve with your video?

Are you trying to raise awareness of a product launch? In this case, you want to increase your reach as much as possible.

Maybe you're just trying to grow your audience? That means you want to keep an eye on your followers after your video is published.

Does the video tell your viewers to like, comment, and subscribe (aka every single YouTube video ever)? You want to make sure that your engagement numbers are available.

Your videos are likely to try to do a combination of a few things – and that's great! In such situations, you want a good tool to keep an eye on all of these metrics on different platforms.

Not to mention Hootsuite, which has a variety of analytics tools that let you measure the performance of your social videos in different details.

Hootsuite Analytics. This allows you to measure the total organic and paid ad performance of your videos.

Hootsuite Impact. This tool gives you a 10,000m long and detailed view of your social media campaigns, including video content. It also gives you an overview of your competitors' performance so you can compare them with your own.

Hootsuite Insights from Brandwatch. Our enterprise listening tool, which gives you a deep insight into the keywords and the mood around your brand.

Are you ready to put your video marketing plan into action? With Hootsuite, you can upload, schedule, publish, promote and monitor your social videos from one platform.

Getting started


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