7 Video Marketing Metrics to Add to Your Toolbelt
Most marketers understand that video marketing is beneficial for driving engagement, but what metrics should marketers add to their toolbelt when proving the value of video? Keep reading to learn more about which video metrics you should measure to analyze the performance of your video investment.
- View Count
- Play Rate
- Engagement/Average Watch Time
- Audience Retention
- Conversion Rate
- Viewer Demographics
View count is just what it sounds like – the count of total views that a video has. It is one of the most common metrics to measure for video and seems to be the most obvious when marketers want to dig into how well a video has performed. However, the total view count should be taken with a grain of salt. Who was the video intended for? Was it an internal company video sent out to 100 employees and received 95 views? In that case, the video would be considered a success. Or was it posted to YouTube and meant for the general public and only received 95 views? Then the video may be considered a flop. View count is relative to the video’s intended audience.
It’s also worth exploring unique views vs. total views. Unique views represent an individual person, and therefore indicates the number of unique eyeballs that have watched your content. Your video could have a large amount of total views, but when you dig into the unique number, the majority of views could be attributed to one or very few viewers. In this case, while the total view data may be slightly skewed, it is also a good indicator of a strong prospect who has found great interest and engagement with your material.
Keep reading to learn about more sophisticated video marketing metrics to pay attention to.
Play rate differs from view count in that it is the percentage of plays a video receives from the total number of people who accessed the video landing page.
The play rate gives a marketer a better idea of the number of people who actually watched the video compared to those who were exposed to it. A low play rate can indicate that although the video was marketed properly and shown to the intended audience, for some reason, that target audience didn’t click and watch the video. This is a valuable metric in comparing video views vs. impressions, and can help you determine where to focus your optimization efforts. Work on making the landing page more relevant, the video more accessible, and perhaps experiment with different preview clips to increase the number of plays on your video.
The engagement, or average watch time, of a video is useful for a marketer’s video metrics because it gives insight into how long a viewer’s attention is held while watching the video. If the average watch time of a video is long, close to the duration of the entire video, it could be interpreted that you have engaging content. According to Uhuru, if you can maintain an average view duration in the 70-80% range, your video is performing well! However, if the average watch time for a video is low, engagement for the video is low and can indicate the potential for content improvements to be made. Consider adding animation elements, incorporating an engaging storyline, and more to keep your viewers’ attention for longer.
Audience retention is similar to average watch time, but it goes a step further. You can look to see where exactly users are dropping off and where they stop watching the video. If users stop watching once the topic changes and switches to a new segment, you can interpret that viewers are more interested in a specific topic than another. This is a good time to seek out opportunities for improvement, and can even tell you more about your target audience’s needs. If a particular subject matter is not resonating to the viewer in your video, it likely may not be effective to use in your other marketing efforts as well.
Does your video have a call to action? How many of those viewers actually fill out a web form or email a sales rep after watching your video? The conversion rate is often considered one of the most important video marketing metrics. Your video can be watched a million times but it’s important to see that those numbers are being converted into actionable results for your company.
Whether a website form fill, an event registration, or just general brand recognition, is important to keep your audience’s desired action in mind from the very beginning. When conceptualizing your video, remember this call to action as your end goal and continue to craft your content around facilitating your viewer to take this action.
Comments are generally overlooked in video analytics because they aren’t a quantitative statistic. How is your video being received by the audience? If the comments are overwhelmingly positive – kudos to you, you’ve created a great video! If the comments are negative, take a look and see what the viewers are saying. If they are constructive, take a moment to reflect and see what areas of the video could be improved. If the negative comments are not constructive and just thoughts of general naysayers, you can ignore these, and if deemed necessary, hide these comments. You can’t please them all, unfortunately!
Another one of the key metrics to track video performance is viewer demographics. Things such as location and age can provide valuable insights into who your main audience is. If your video was intended for baby boomers but you’re noticing that mainly millennials and gen Zers are watching the video, you may need to reevaluate the messaging used in the video and the location of where you placed the video. Additionally, if you are noticing that there is a spike in viewers in Texas, dig deeper into the reasoning behind this and you may uncover a key insight relevant to your target audience’s demographics that can be applied across your overall marketing strategy.
Start Using Video Metrics to Track Your Video Performance
At the end of the day, the video metrics that will provide the most value to your organization depend on YOU. If your goal is to have lots of people watch your video, you will focus on your video’s view count. If you’re hoping to gain more insight into the audience that watches your video, you will be looking out for specific viewer demographics. Before posting a video, decide what video engagement metrics are most important to your company, and measure your success against those.
Check out this holiday dumpster fire video we created to commence 2020 that received over 28,000 views and 350 comments on YouTube!
Ready to create a video that will blow your video metrics out the water? Want insight on how to determine which metrics to measure with video?