Every client gets a monthly report and a results call. The first number on the report isn't views. It's the 3-second hold: the share of people still watching three seconds in. Here's why.
Views tell you the platform tried
A view is counted the moment a video starts playing. Platforms decide how many people to show a video to, and they make that decision mostly on what happens in the first few seconds. So views are an outcome of the hook, not a measure of it.
Views also swing a lot. One video gets picked up and the month looks great; next month looks worse for no reason anyone can act on.
The hold tells you what to change
If the 3-second hold is low, the opening isn't working, and we know exactly what to try next month. If it's high and views are still low, we look at posting time and topic. It's the number we can actually do something about.
Across all our retainer clients, the average 3-second hold over the last 12 months is 54%.
What's on the report
Four numbers, in this order:
3-second hold. Did the opening work?
Average watch time. Did the rest of the video earn it?
Saves and shares. Did anyone find it useful enough to keep or pass on?
The client's own number. Demo requests, reservations, cost per purchase. Whatever we were hired to move, taken from their own systems.
Views are on the report too, at the bottom, with the month before for comparison.
What we don't report
Follower counts on their own, "reach" without context, and anything we can't trace back to a video. We'd rather show four numbers we trust than twelve we don't.
What we promise
We don't promise views or followers to anyone. We promise volume, quality and a monthly plan built on what last month's numbers told us. The results on our site are past results, not a promise.
Want this for your brand?
A 20-minute call. We’ll look at your feed and suggest two formats.
