Latest / Video Marketing with Fexingo: Short Form, Long Form, and Video-First Strategy
The 2-Second View-Through Rate Benchmark That Changed Video Marketing
In this episode of Video Marketing with Fexingo, Lucas and Luna break down why the industry-standard 2-second view-through rate metric is often misleading and how marketers should instead focus on a 4-second branded recall threshold. Using specific examples from consumer-packaged goods campaigns on YouTube Shorts and Instagram Reels, they explain how platforms count views differently and why optimizing for early retention can backfire when brand lift is the goal. Lucas shares data from a 2025 Meta-commissioned study showing that view-through rate correlates only weakly with actual purchase…
The skinny
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