For a restaurant launching a video campaign, which metric is best for assessing how often the video has been played?

The best metric for assessing how often a video has been played is Video Plays. This metric directly reflects the number of times the video content has been viewed by users. It provides a concrete quantification of user interaction specifically with the video itself, making it an essential measure for evaluating the reach and effectiveness of a video campaign in the context of a restaurant launching such promotional content.

In contrast, the Click-Through Rate measures the percentage of users who click on a specific link after seeing the video, which is more relevant for measuring the effectiveness of calls to action rather than direct video engagement. The Engagement Rate encompasses various forms of interaction including likes, shares, and comments, thus providing a broader view of user interaction but not focusing solely on video playback. Impressions count how many times the video has been displayed, but it does not indicate actual playback, as users may have seen the video without watching it. Therefore, Video Plays is the most precise metric for understanding how often the video was actually viewed by the audience.