If you want to improve your video marketing approach, you’ll need to know how to track its success. And it all starts with understanding which video metrics to monitor.
Some analytics have little bearing on your bottom line, and the essential key performance indicators (KPIs) can differ from one video to the next. So, in this article, we’ll go over some of the most significant video content KPIs, as well as when to track them and what they mean for the overall effectiveness of your video marketing.
What Are Video Metrics?
Video metrics are performance statistics that assist you in understanding and analyzing your video’s impact. This provides essential information on the overall effectiveness of your content. The average watch time and the proportion of those that enjoyed watching are frequently included in these stats.
How To Measure Video Performance Metrics?
The play rate of your video can be calculated by dividing the number of people that clicked and watched it by the total number of impressions it received. This indicator indicates whether or not your video is appealing to your target audience.
Top 7 Video Metrics To Measure
Whether you’re launching a new video campaign or uploading a new video to your YouTube channel, you need to keep track of key KPIs to determine the overall performance of the video. We’ll go through each of the top seven video metrics to pay attention to and explain what they mean.
1. View count
The total number of people who have watched your video is known as your view count. It’s crucial to remember that they are calculated differently on various platforms. Here’s how the major platforms measure a view:
- YouTube: When someone deliberately watches your video for 30 seconds.
- TikTok: When your video starts playing on someone’s feed, it counts as a view.
- Facebook: Someone watches your video for 3 seconds.
- Twitter: Someone views your video for 2 seconds.
- Instagram: After 3 seconds, video views are counted.
- LinkedIn: Someone watch your video for 2 seconds.
2. Play rate
Your play rate will be a must-measure metric for landing pages with embedded videos. This KPI shows how many viewers really started viewing your video once they hit play. This is not the same as scrolling through a feed with auto-play enabled. This metric necessitates taking action. The play rate is calculated by dividing the number of visits to the video landing page by the number of individuals who hit play.
You can improve your total play rate by doing a few things. Consider:
- Creating a thumbnail that will catch people’s attention
- Incorporating a human face into your thumbnail is a good idea.
- On your landing page, try out different positions for the video.
One of your primary objectives for video content should be to increase social sharing. This massively expands your audience, raising brand exposure and maybe bringing in new leads. Remember that films at the top of your marketing funnel will produce more social shares than videos at the bottom. Don’t be discouraged if you notice a discrepancy. Create more cheeky, entertaining, or instructional video content if you want to increase social shares and brand exposure.
4. Video Engagement Metrics
Your video engagement includes the comments and likes that your video content produces, just like any other platform. It’s a good idea to track how many people are actually watching your video, but you should also keep track of the types of comments you’re getting. Taking comments into account can help you better your next campaign or, at the absolute least, provide you with some insight into what your target audience expects from you.
5. Clicks and click-through rates
If you’re running a video ad campaign with a call-to-action button, one of the most important KPIs to track is the number of clicks and click-through rate. These types of campaigns aim to encourage as many people to click from your video to your landing page to discover more about your company, product, or service.
Test several CTAs to determine which ones work best, and make sure your video content is compelling enough to get viewers to click. Your click-through rate is calculated by dividing the number of times your ad is shown by the number of clicks it receives.
6. Watch time
The entire amount of time that people have seen your video is referred to as “watch time.” It’s built up over time and contains replays. This KPI aids in determining whether your video content resonates with your target audience. A higher view time indicates that people enjoy the video, while a shorter one indicates that you may have fallen short. Divide the entire watch time of your video by the total number of video plays, including replays, to get your average view time.
It’s essential to keep an eye on your conversions. Conversions in a video ad assess how well your video persuaded viewers to become leads or customers. When it comes to measuring conversions based on instructional videos or organic video content, it’s easier to do when you’re running actual video ad campaigns. Still, it’s a little trickier when it comes to measuring conversions based on educational videos or organic video content.
You’ll have to rely on tracking and UTM tags to figure out where your clicks and conversions are coming from at this stage. On the other hand, conversion tracking should be a component of every marketing campaign your team does. It’s critical to track how a campaign affects the bottom line and whether it was profitable or not when time and resources are spent on it.
FAQs (frequently asked questions)
Ans: We always have great ambitions when launching a new video campaign or video content. When the numbers aren’t as thrilling as we’d imagined, it’s easy to be disappointed.
It’s critical to understand how to improve your performance indicators and ensure a successful campaign significantly.
1. Design eye-catching video thumbnails.
2. Add captions to your video.
3. A/B tests important video campaigns.
4. Share videos in optimal sizes.
Ans: Key financial statement metrics include sales, earnings before interest and tax (EBIT), net income, earnings per share, margins, efficiency ratios, liquidity ratios, leverage ratios, and rates of return. Each of these success metrics provides a different insight into a company’s operational efficiency.
Ans: Time watch is the most crucial factor when it comes to ranking your online video metrics on YouTube and Google. The higher the average percentage, the more likely your video will rank well.
This is all about the video metrics and how you can improve them to generate the best content, which will help you to gain more viewers and earn a lot of money. Follow all the tips given above to manage your videos perfectly.
Now that you know which part of your content your audience likes, the next step is to improve your video quality further. For this I suggest you to improve video editing skills. Also if you are creating your content on Tiktok watch our guide to improve quality of Tiktok videos.