A new social media KPI for FMCG brands

Argues for using "watch time" as a way to gauge effectiveness and offers it as a metric to develop a meaningful KPI against which to deliver successful campaigns.

How should we measure engagement? As the digital manager for several FMCG brands, one of my challenges is to bring clarity and consistency to how we measure our activity. This question about engagement was one of the most persistent.

Before going any further, I should lay down my starting assumptions about how we should measure digital, as it provides context for the discussion. First, we look to measure three pillars for each campaign: reach, engagement and conversion. Second, t