Data on your post's success:
There's a relatively new metric regarding the success of your posts that I like:
It's called Members reached. Now it's important to understand the connection between this newly available data and the data that has always been available:
• Impressions = the number of times someone saw your post. It could have been just a fraction of a second as they scrolled past it, or they might have read it for a full minute. However, you don't see the quality of these impressions, only their number.
But if you look at additional contextual data…
• Members reached = the number of unique people who saw your post. We still don't know how long they viewed it, but for example from this specific case we know that 2,855 - 1,757 = 1,098. This means some users saw the post two or more times.
And if you published a video, you get even better data:
• Video views = out of 2,855 impressions, 1,196 people had an actual view (42% conversion).
• Lifetime unique viewers = out of 1,757 unique members who saw the post, 1,099 decided to watch the video (63% conversion – which is a great result, because typically this metric ranges between 20 to 40%).
And now my favorite metric:
This particular video was 77 seconds long. People watched it for a total of 392 minutes. This means the average viewer watched it for 21 seconds, which corresponds to 28% of the video length.
So was this post successful? No. While it had an engaging opening that got people to start the video, typically people watch relevant videos for at least 30%. This means the video quickly lost their interest. So next time I need to make it more relevant, but I might try a similarly compelling intro again.