Trying to compare engagement rates between a static post and a video post on IG feed. The difference is the plays. Do you include the plays in the calculation or leave them out (to compare apples to apples)?

likehelpful
Posting as :
works at
You are currently posting as works at

You’re a director and doing this? You should be having a conversation with your clients how that metric is not correlated with anything.

like

That's great because I wasn't answering you.

Facebook, Twitter etc can’t monetize engagement as easily as they can impressions so they do everything in their power to convince agencies (and brands) that there’s no ROI on engagement.

Media agencies do the same thing.

Doesn’t mean they’re right. Just means they’re doing what’s best for their bottom line.

like

It depends on the objective of your campaign. For instance, if it’s brand awareness which creatives are driving the highest ad recall at the lowest cost per ad recall? how long is your video and in which frame do you first see the brand name? (Hopefully first frame or within first 3s at a min.) vs. Is there clear branding in the static? If it’s traffic, what creative is driving the highest CTR at the lowest CPC? Does the headline tie back to the objective/CTA?

I think looking at these metrics are more important than general engagements.

like

Depends on what you classify as engagements. Typically FB/IG uses reactions, comments, saves, shares, link clicks and page likes as engagement.

like

Right, (likes + saves + comments + shares) / nb followers x100 is how we’re calculating the engagement rate. This is what matters the most for us. CTR is a different goal/team.

like

I’ve seen this done both ways, but the video ends up having an unfair slant either way. I try not to compare er from static vs video but compare videos against videos and statics against statics over time. Hope this helps!

like

I’d also look at reach for the video vs. image. Reach (brand awareness/lift) more correlated to business results than engagement rates, and IG has been preferring videos for reach in the algorithm recently. If you’re get 5 times the reach with video, keep doing it even if the engagement rate isn’t as good. If you don’t have any hard metrics like conversions or lift studies, this is at least something to go off of.

Higher engagement though usually comes with more reach.

Also, maybe look at it more holistically instead of one post vs the other because there’s so many variations and things that can happen with posts.

like

Views aren’t a key indicator. As others mentioned, engagement rate is an equalizer. (Likes, shares, comments, link clicks/ audience size). If you enable IG shopping, you can track one level deeper.

like

If you're really trying to compare the pure engagement rates between similar-ish static and video posts (say the text is the same and the static image is from the vid content) yes, keep the video views separate in your comparison.

If you're trying to decide which one is "better" that's a separate conversation.

like

Ohhh got it. Yeah classic question. More engagement but more work. You're definitely going to want to prioritize Reels and video this year despite the additional effort.

By Q4 you'll see and feel the ROI.

What information is available on the static image?

What were the user's eyes doing?

How many times did the user erase a comment and rewrite it?

What piece of content did they settle into, on or off platform, or connection did they engage to resolve/process.

We LOVES META and IG. If you are interested enough in accuracy to post here. We feel we should be honest enough to share. Maybe there isn't enough information being shared to answer certain things. And maybe that is a good thing.

If you can’t match it back to directional business results (on-site engagement, conversion) or brand lift it’s a bit useless.

How are you doing these comparisons?

Related Posts

What’s the minimum criteria one should have to get Onsite opportunity in TCS like designation, salary, YOE etc..

like

Please add “spuddle” task code to IntApp thx

Post Photo
likefunny

So "J" in US is like blow in UK. Comprende?👍🏼 gimme five if u get it....(high n low)

like
like

Fishes, an Urgent Help! Is the variable paid full usually at PS? Is it depends on bench period as well, if so how’s the variable calculation based on bench period?

like

Helllo, anyone here?

Hey people, How will be the onsite opportunities in LTI? Got an offer from LTI.

like

Do you guys pray while at work? If yes, where do you find the space?

Does UKG has any sales positions?

Some Sunday truth!!!

Post Photo
likefunnysmart

Anyone getting their LPL emails on an iPhone? I'm wondering how hard they look at the Phone at the annual audit. Not that I'm doing anything they can't see, I'm just always paranoid.

like

Am wrking TCS. For am medical emergency I have applied for salary advance today and it is approved.Buy amount is not credited. Ould any one let me know when will I get that money. I need that money for an medical emergency.

Is that possible will I get today?

Tata Consultancy

like

Does anyone have any salary info on Alvarez & Marsal entry level CPI Analyst positions in NYC?

like

I am a part of wipro DOP (MDPS) as a senior associate since october 2020 and joined as a fresher back then. I am now being pushed to take up as a TL because of my performance and contribution to the project management. However i feel with just 2 years of experience if i take the position i might have to stay much longer in the company than i intend to as a minimum requirement for position of TL elsewhere is 4 years of experience as associate. Also what is the salary slab one should get as a TL?

like

My gf is better than me in every way. I don’t look half bad but she’s absolutely gorgeous - turns heads when we’re out. She works at MBB. She’s ambitious and has a kind, loving heart (cont’d)

likeuplifting

Now that it’s officially peach season. Best peach things (fresh peaches, peach drinks, etc.) and where to find them in ATL?

like

Hi. I have 6.4 years experience. I have offers from Randstad offshore services (direct) and mindtree. Both are offering good packages. Which company is good?

like

Thanks to the adds all over social media. Super curious if anyone is "actually" using/tried MUD WTR? 🤔 If yes, does it live up to the hype? TIA

like

Ethics Question: Is it ethical to interview at a firm that your in a case against? In other words, you represent the plaintiff and the firm you are interviewing with is representing a defendant. I can see how their might be the perception that you would "pull your punches" in order to not ruffle the feathers of your prospective employer. Thoughts?

like

You're not alone, I'm taking the mock this weekend

like

Additional Posts in Social Media Strategy

Where's the lie?

Post Photo
likefunny

If you want a higher CTR and valuable acquisition, which digital medium would you use? Paid social media ads, in-app mobile, or Google search ads?

like

Might be a stupid question but can someone explain what a creative strategist does?? Do you have to actually be a creative/designer or is it like conceptualizing campaign themes/art from a strat perspective?

like

Anyone going to DrupalCon next week?

I'm curious about making the transition from creative agency to mgmt consultancy. Thoughts?

like

If anyone is interested in talking about strategy related to blockchain/crypto advertising, just setup a group "Crypto Advertising"

like

Hi everyone,
I’ve read a few articles that Facebook Watch Parties will be disabled in April 2021. Is that correct?

likehelpful

I start my first full-time, salary job Monday as a Social Media Manager for an amazing fashion brand. I have a lot of nervous jitters. I will love some advice for some things to focus on for the first week of work.

likeuplifting

any tips for getting approval on ideas/trends with executives who just.. don’t get it? we’ve tried pulling refs, articles, etc but it’s always a challenge

like

Looking to implement an employee advocacy program. I’ve used hootsuite amplify but looking to possibly switch things up. What’s the best you’ve used?

like

Need some help with a Facebook leadgen always on campaign. I generate +- 7000 leads pm but the quality of leads arent great. What are your tried and tested methods to up lead quality?

like

I am wondering if I can see what other brands say to influencers that they reject? In the program we use we either approve them or reject them. Once they are rejected they get an email saying that they are. I have tried googling a good nice way to reject an influencer but all I get is how an influencer should reject a brand. Not a brand rejecting an influencer. We don’t want to be rude & would like to keep the door open for future collabs if they meet our standards in the future.

like

🏀 spinning and buying a house using an app... WHAT A GREAT COMBO.

Post Photo
likefunny

What’s the difference between old school strategy vs new? Started a new job and I’m having trouble understanding the role of strategy here, and others in my dept say it’s cuz it’s old school...

like

i gotta job interview at amazon is it a good place

like

In the past 6 months, what's been your biggest challenge with social media?

like

New to Fishbowl?

Download the Fishbowl app to
unlock all discussions on Fishbowl.
That was just a preview…
Sign Up to see all discussions
  • Discover what it’s like to work at companies from real professionals
  • Get candid advice from people in your field in a safe space
  • Chat and network with other professionals in your field
Sign up in seconds to unlock all discussions on Fishbowl.

Already a user?
Login here

Share

Embed this post

Copy and paste embed code on your site

Preview

Download the
Fishbowl app

See what’s happening in your industry
from the palm of your hand.

A phone with Fishbowl app

Send download link to your phone

OR

Scan your QR code to download
Fishbowl app on your mobile

By continuing you agree to Terms of Use and Privacy Policy.

Messaging rates may apply

Download app

Sign up for free to view this conversation on Fishbowl

By continuing you agree to Terms of Use and Privacy Policy

Already have an account? Log in

Sign up for free to continue using Fishbowl

By continuing you agree to Terms of Use(New) and Privacy Policy(New)
Messaging rates may apply

Already have an account? Log in

For account settings, visit Fishbowl on Desktop Browser or

General

Legal