How Social Platforms Measure Video Views [Infographic]

Another aspect of Meta’s recent shift to re-categorize all videos posted to the app (except live-streams) as Reels is that this will also change how Meta counts views for non-Reels clips.

Up till the announcement, Meta counted Facebook video views (non-Reels) at 3 seconds of view time, meaning that the video needed to be on-screen and playing for 3-seconds, at least, to register as a view. But now, Meta’s bringing this into line with Reels measurement, with video views to be counted basically as soon as the video begins playing.

Which, as Mondo Metrics chief Nick Cicero points out, means that, now, every major social platform counts a video view after a second.

Well except LinkedIn (2 seconds), while regular YouTube video views (everything but Shorts) are still counted at 30 seconds. 30 seconds feels like a more viable measure of attention and engagement, and it also worth noting that most platforms do also provide 2-second and 3-second view counts within their ad metrics, as well as completion rates to provide more context. But it is important for social media managers to understand what that view count data actually means, and represents, in real world terms.

To keep you up to speed, Nick Cicero has published this updated overview of how each platform measures a view for quick reference.

You can get more info on each at:

Snapchat
Instagram
X
Facebook
TikTok
YouTube
LinkedIn

Or the team from Mondo Metrics can provide more in-depth insight.

Because as Cicero notes:

“Views are cheap. Attention is expensive.”

Worth taking note of what you’re actually measuring in this respect.