Standardising the measurement of social media metrics can help brands track their ROIs

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 04, 2019, 3:25 PM UTC

Calculating completion rates on Facebook videos allow brands to understand engagement levels.

A standardised measurement method across social media platforms can help marketers appropriately attribute ROIs to the posts, generating most engagements. Analysing videos that have a 95% rate of completion can help brands understand their engagement level.

Brands can further evaluate the click-through rates for Facebook posts with links to establish the reach of their content. Brands should also retweet their tweets to amplify their reach, as most tweets are only visible for a limited period of time.

The author contends that marketers can use Instagram stories feature to guide users to their websites and product pages. Brands can further analyse the 15-second, 30-second and 60-second videos on Instagram to determine which the set-up works best for them.

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