2d • Campaign Stats 📊
Home Tour Social Split Test
I want to share the results of a split test I did on different social media platforms for a home tour video. Here’s what I found.
Let’s start with Instagram:
I had two videos. One of me walking through the home with commentary and one with just music with speed changes to highlight key features and speed through walking sections.
The video with music only and no commentary got 300 views in the first day while the commentary video (which by the way was more than double the length) got only 91 views the first day.
But that’s not the only difference.
The video with just music got no comments but the one with commentary did get comments.
The video with music had 42 min of total watch time (10 second average watch time) while the video with commentary had 39 minutes of total watch time (33 second average watch time).
The video with music also has a much higher view rate of people who don’t already follow me (78% non-followers vs 54% non-followers).
I expected the video with just music to get more views, and it did. But what surprised me was the difference in the watch times because with less than 1/3 of the views, I got more than 3X the average watch time, just a little bit less total watch time meaning those who actually did see the second have built a stronger connection to me and real estate which I think would make them more likely to use my services in the future.
TikTok:
Same videos, here’s the stats.
Video with music: 218 views, 31 min total play time, 7.8 sec avg watch time
Video with commentary: 134 views, 1 hr 1 min of total play time, 23.2 sec avg watch time
So there’s a significant difference in the average watch times and those who watched more of my video are more likely to know, like, and trust me if they watch more of my content. So the question now becomes, which is better for selling houses and generating leads from this content, more views or longer watch times? I’m leaning towards higher watch times personally but I will still need to execute this type of content more to be able to get enough proof to make a definitive decision on it.
YouTube:
Actually had 3 videos, one portrait with just music, one landscape with just music, and one portrait with commentary.
Portrait with music posted as a YT Short: 35 views as of day 1 (YouTube usually has slower ramp up for me and gets fewer views the first day but sometimes comes back days later and surprises me with a lot of views)
Landscape with just music: 6 views
Portrait with commentary: No views
This YouTube testing will be the most interesting to watch over the long term but primarily my YouTube posting has been through shorts so it’s possible they favor my shorts content because that’s been more my style of posting. It’ll be interesting to observe.
I know, lots of info and still more tests needing to be done.
What will you do to test your next social media idea?
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Home Tour Social Split Test
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