Although it can be exciting to see your numbers spike, it is best to take social media stats with a grain of salt. For instance, people get very excited when they post a video and see the reach numbers and total number of views.
However, as Facebook noted in a recent post on their business page, "when videos start to autoplay on Facebook, which happens about 70% of the time due to a user's settings, network and behavior, people watch them for 16.7 seconds on average. A similar story holds true for video ads, which are watched in News Feed for 5.7 seconds on average."
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