Hi, I’m Jan Rezab,
this is Social Media Minute. I always get surprised when I get
a report from a company and they have an apple to apple comparison, “This is how we did
on Facebook, YouTube and Instagram.” “Here is a number of views we had,
this is the reach and the engagement.” They’re comparing these apples to apples,
summarizing it and then concluding decisions whether
they invest based on that. You shouldn’t base your
decisions on only those vanity metrics. but on what follows afterward. That’s one part. The important element here is
that no metric in social media is the same. View on YouTube is not a view on Facebook.
We’ve talked about that over several videos. You have to really understand that metric. An automatic view
on Facebook is a 3-second view. You have to understand
its value and retention. That also depends
on the length of the video. Reach is also very different. We know from measuring Facebook that a Facebook reach
is typically 0.75-second scroll by. That’s when you’re reached on Facebook. The people actually never fed in the feed
that they saw it. That’s Facebook reach. We don’t know Instagram reach yet. But I’m assuming it might be
a little higher in terms of time. But my main recommendation
for marketers is, don’t just create a report
that summarizes all these metrics and say, “Let’s start making decisions
whether we go on these platforms, or not.” Make sure that when you go ahead
and invest in these platforms each metric is treated the unique way
according to that platform. Thank you, watch us every Monday.
This is Jan Rezab and Social Media Minute.