How to Measure the Impact of Video on Instagram, Snapchat, and TikTok

Video content on social media has grown significantly in recent years, and we see an increasing demand for video from brands on inzpire me. In fact, 70% of all content produced by influencers on inzpire me so far in 2024 has been video. However, when incorporating video into your campaigns, it’s essential to know how to measure its effectiveness. Social media channels share common video performance metrics such as “total view time” and “average view time,” but they also offer unique, platform-specific measurements. Here are the key unique metrics to focus on for Instagram, TikTok, and Snapchat:

Instagram Reels
Instagram Reel First Plays show how well your content captures attention, while Replays indicate strong engagement by encouraging viewers to watch the video again. Together, these metrics measure how well your Reel appeals initially and maintains the audience’s interest.

TikTok Videos
2-second views show whether your video immediately captures viewers' attention, 6-second views reflect deeper interest, and the completion rate reveals how engaging the entire content is. These metrics together help assess how effectively the video holds and retains viewers’ interest, providing guidance for content optimization.

Snapchat Snaps
Long impression rate is the percentage of Snaps viewed for at least 1.2 seconds. This metric is important because it shows how engaging the content is. A higher rate suggests that viewers are interested, leading to better brand recall and higher conversion rates.

Tracking video performance over time is essential for uncovering trends, identifying if there are specific times of the day or week when videos perform best, and adjusting strategy to optimize future campaigns. A good way to maximize the impact of video content is by using it in your own channels and in paid ads to boost both authenticity, credibility, and conversions.

On inzpire me you can track historic video results across your campaigns efficiently, so you can ensure you're investing your money right and optimising for your goals.