A study conducted by Opera Mediaworks has revealed that shorter mobile video creative - at six to eight seconds - is the optimal length for branding campaigns, delivering on average 36 per cent higher engagement levels than long form, and providing the best return on driving traffic. The study found that overall, video is a more effective ad format for mobile. Regardless of length, video on mobile drives click-through rates double to that of online video, according to eMarketer.
Instagram has shifted to using "Views" as its primary metric, replacing traditional engagement stats like "plays" and "impressions". This change aligns with Meta's focus on cumulative engagement data to provide a clearer understanding of content performance across its platforms. The deprecation of the "impressions" and "page fans" metrics simplifies the way users can analyze their reach and engagement on Facebook and Instagram.
Behavioral engagement includes tracking how often learners log in, how long they stay on a course page, and their interactions with quizzes and discussions, but doesn't necessarily equate to true learning.
