Dan Hinmon, MCSMN Director

Posts: 3038
Joined: Apr 13, 2011

Facebook Overestimates Video Ad Views by 60%-80%

Posted by @DanHinmon, Sep 23, 2016

Thanks to @Margaret_Marie for alerting us to this news.

Several weeks ago, Facebook disclosed in a post on its “Advertiser Help Center” that its metric for the average time users spent watching videos was artificially inflated.

For the past two years Facebook only counted video views of more than three seconds when calculating its “Average Duration of Video Viewed” metric. Video views of under three seconds were not factored in, thereby inflating the average. Facebook’s new metric, “Average Watch Time”, will reflect video views of any duration. That will replace the earlier metric.

Liked by Megan Rowe


Thanks for sharing, Dan. This is really interesting.

We’ve never paid that much attention to the average video view duration; we tend to report based on 100% views instead. When we did pay attention to to the % viewed or average duration, it was more so we could compare our videos to each other — “this videos got watched an average of 15 seconds, but last month’s got 20 seconds.”

I’m curious how other hospitals are measuring their social video success?

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