Ed Units: Unmasking the Illusion of Social Media Video Views

 

Ed Units: The True Value of Video Views Across Platforms

Video Platform View Worth in Ed Units (EU)

Short-Form Video Platforms

• Instagram Reels → 1 view = 1 EU
• TikTok → 1 view ≈ 1.4 EU
• YouTube Shorts → 1 view ≈ 1.7 EU
• Facebook Reels → 1 view ≈ 0.9 EU
• Snapchat Spotlight → 1 view ≈ 0.8 EU

Long-Form & Traditional Video Platforms

• YouTube Long-Form → 1 view ≈ 4-15+ EU
• Facebook Watch → 1 view ≈ 1.2 EU
• Dailymotion → 1 view ≈ 0.7 EU
• Vimeo → 1 view ≈ 0.6 EU

Speculation on View Worth

A view is not a view. Platforms weigh them differently. Watch time, engagement, retention, and algorithmic push matter. Instagram is the base. A second of video there holds the standard weight.

TikTok spreads faster. It favors short loops, repeated watches. It captures attention but burns out quickly. The system rewards rapid consumption, not deep engagement. A TikTok view is worth more than Instagram’s, but not by much.

YouTube Shorts hold people longer. The user intent is stronger. A Shorts view lasts. It has replay value and a greater chance to convert into a subscriber. It is the strongest short-form platform.

Facebook’s video features exist, but they are weaker. The audience is passive, scrolling through feeds without full intent. Engagement is lower. The platform does not push discovery the way Instagram or TikTok does.

Snapchat is quick. People flick through content without stopping. A view there is fleeting. The platform does not encourage retention or repeat engagement.

Long-form video is another world. YouTube dominates. A 10-minute video, watched fully, is worth far more than a 10-second clip. The range is wide—some videos hold an audience for an hour. Others die in seconds.

Facebook Watch is there, but it is not YouTube. It does not have the same level of intentionality. Dailymotion lags behind, struggling with reach and engagement. Vimeo is for professionals, portfolios, niche projects. The audience is small, dedicated, but not algorithmically driven.

Views are not just numbers. They are attention, retention, and intention.

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Appendix: Fact Sheet Supporting Video Platform View Worth in Ed Units (EU)

Metrics Considered in EU Calculation

1. Average Watch Time per View

   • Instagram Reels: 7–15 seconds
   • TikTok: 10–20 seconds (often looped)
   • YouTube Shorts: 15–30 seconds
   • YouTube Long-Form: 5–12 minutes on average
   • Facebook Reels: 5–12 seconds
   • Snapchat Spotlight: 3–8 seconds
   • Facebook Watch: 30 seconds–2 minutes
   • Dailymotion: 30 seconds–1.5 minutes
   • Vimeo: 1–3 minutes

2. Engagement Rate (Likes, Comments, Shares per 1,000 Views)

   • Instagram Reels: ~3%
   • TikTok: ~5% (higher due to FYP system)
   • YouTube Shorts: ~4% (slightly longer watch time increases interaction)
   • YouTube Long-Form: 6–10% (stronger audience investment)
   • Facebook Reels: ~2% (weaker algorithmic push than Instagram/TikTok)
   • Snapchat Spotlight: ~1.5% (rapid skimming discourages deep interaction)
   • Facebook Watch: ~3% (lower organic reach than YouTube)
   • Dailymotion: ~1% (low audience engagement, weaker algorithmic exposure)
   • Vimeo: <1% (used mostly by professionals, less viral potential)

3. Algorithmic Discovery Strength (Likelihood of New Users Seeing Content, 0–10 Scale)

   • Instagram Reels: 8/10 (strong, but favors existing accounts slightly more than TikTok)
   • TikTok: 9/10 (the best for viral reach, but retention is weaker)
   • YouTube Shorts: 8.5/10 (great for long-term reach, but requires more watch time to trigger algorithm boost)
   • YouTube Long-Form: 9/10 (strongest for long-term discovery, high recommendation power)
   • Facebook Reels: 6/10 (decent but inconsistent push to new users)
   • Snapchat Spotlight: 5/10 (less structured discovery, fewer viral loops)
   • Facebook Watch: 5.5/10 (less priority in Facebook’s ecosystem than feed-based content)
   • Dailymotion: 3/10 (limited viral potential, poor recommendation system)
   • Vimeo: 2/10 (not designed for algorithmic growth, mostly direct-sharing based)

4. Monetization & Retention Impact (Relative Revenue per 1,000 Views, RPM Estimate)

   • Instagram Reels: $0.50–$1.50 (influencer sponsorships dominate over direct ad revenue)
   • TikTok: $0.20–$0.80 (weak direct monetization, relies on brand deals and tipping systems)
   • YouTube Shorts: $1–$3 (growing ad revenue model, but still weaker than long-form)
   • YouTube Long-Form: $3–$10+ (best direct monetization, varies based on content type)
   • Facebook Reels: $0.50–$1 (ads exist but revenue is inconsistent)
   • Snapchat Spotlight: $0.10–$0.50 (monetization is minimal)
   • Facebook Watch: $1–$2.50 (better than Reels, but not as strong as YouTube)
   • Dailymotion: $0.20–$1 (niche audience limits revenue potential)
   • Vimeo: $0 (subscription-based, no direct ad revenue for free viewers)

Key Conclusions

• TikTok views are more numerous but often less valuable due to shorter retention.
• YouTube Shorts performs better per view than Instagram/TikTok due to longer watch times and stronger monetization potential.
• Long-form YouTube content dominates in watch time, engagement, and revenue, making each view significantly stronger in value.
• Facebook’s video ecosystem struggles with weaker discovery and retention, reducing view impact.
• Dailymotion and Vimeo lack strong algorithmic support, making their views worth the least in terms of engagement and monetization.

This supports the original EU model and view equivalencies across platforms.