Halloween may be over, but the Snapchat (Pending:CHAT) ghost certainly is not. News was recently released that shows just how much of a disruptor CHAT truly is. Earlier this week, FT reported that Snapchat tripled its daily video view count to six billion, which closely rivals Facebook's (NASDAQ:FB) eight billion daily video views. The latter's daily video view count has doubled since April.
It is worth noting that to tally a view on FB, it must be watched for at least three seconds. Comparatively, on Snapchat, it is reported that only a few milliseconds count as a view. While this may seem like a ludicrous amount of time, especially when compared to Facebook's perhaps more legitimate length of time, Snapchat is founded on the concept of short bursts of content. When sending videos to friends or posting to a story, the maximum amount of time allotted is 10 seconds. This is why, in my opinion, tallying a view at nearly one-third of the total video length available seems unreasonable, and it is needless to say that the average video length on Snapchat is less than 10 seconds, which makes this proportion even higher. On FB, the average video length is 44 seconds (as of August 2014). So, when measuring what counts as a view, I think both view times reflect the essence of each social media site, and serve as reasonable means by which to track engagement. Read the rest of this article, for free, by following this link. Comments are closed.
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