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Influencer Platforms & Views – How to Measure them & What do they mean?
Impressions are gained in a fluid, global, diffused way. It is impossible to get away from. In part, it is used as a CPI but also as a basis for pricing in many cases. But the truth is that screenings are not always easy to relate to.
The biggest reason why screenings have become so central on influencer platforms has, of course, to do with their importance for pricing. It has always been a practical index to use that can tell how much exposure a campaign gets. 1 display = xx kronor. This is what it usually looks like.
But different platforms have different routines for how to actually measure an impression, which can be good for you as an advertiser to know before entering into a contract. Here we go through what the routines look like for different platforms.
Views on various Influencer platforms – Social media
YouTube
In order to be able to compare different channels, we have to start from views on a video clip. When it comes to YouTube, the whole thing is a little more difficult. Namely, they are not completely transparent with what constitutes an entire display.
They themselves claim that the reason for this is to prevent cheating and false display statistics. If you have a YouTube account, you can get figures on how long viewers stay with your clip and so on.
YouTube itself says that when it comes to ad videos, it is a display that someone either watches an entire video between 11-30 seconds, watches for 30 seconds on a video that is over 30 seconds long or interacts with the video.
Facebook and Instagram
We lump these platforms together because Facebook owns Instagram and because they actually measure views the same way. For these platforms, 3 seconds and up counts as one display. Although scrolling is faster and faster and 3 seconds is actually enough to make an impression, it is quite a short time for a video of, for example, 30 seconds.
On the other hand, Facebook and Instagram are directly completely transparent with the number of views on different clips, which thus has both advantages and disadvantages. For example, it simplifies viewing cheating.
Twitter uses the so-called MRC standard. MRC stands for Media Rating Council and is an organization that works to make digital advertising reliable.
Their default means that 50% of an ad video viewed for 2 seconds or more counts as one impression. Alternatively, the viewer clicks on or interacts with the video in some way.
Snapchat
On Snapchat, how to measure an impression differs from the other platforms. An opening of a “story” on Snapchat counts as a display. You can then via Snapchat’s “insights” see how long your clips are seen. But the statistics on the number of views are based only on how many times your clip has been opened.
Even these statistics can be experienced as somewhat misleading sometimes as you can push off a clip the second after you open it.
It can therefore be positive to call the platforms you are going to use for your campaigns one more time. If they charge per show, it is important to know what a show actually means for them then.
