According to a survey, 94% of people say that watching a brand’s video convinced them to buy the product or service. It sure sounds like an opportunity knocking your door! While there is no doubt that videos have a tremendous impact on the target audience, it takes a lot of effort to build a successful campaign. Nevertheless, you must be wondering how to measure the success of your video campaign. The answer to that is simple – with the help of video metrics.
Once you master the different metrics, you can easily determine how your video campaign performs.
In this blog post, let’s explore the different video metrics you must focus on, along with tips to help improve them. But first, let’s take a look at what video metrics are.
Table Of Contents
What Are Video Metrics?
Video metrics are key performance indicators using which you can gauge the impact your video has on the target audience. The metrics help you understand how effective and successful your video is.
Why Is It Important To Measure Video Metrics?
In marketing, you must constantly check the performance of the strategies you implemented. Only then would you know whether you are on the right track. Similarly, with a video marketing strategy, you have to make sure that your videos are performing well, and the best way to find that out is through video metrics. This way, you will learn what is working and what is not, which will help you know what your future video content should have.
Top 12 Video Metrics To Measure Video Performance
Let’s take a look at the most important metrics that determine your video’s performance,
1. View Count
View count is exactly what its name suggests – the number of times a person watched your video. It is quite obvious that if your video is engaging, it will have more views.
2. Play Rate
Play rate refers to the number of individuals playing your video divided by the number of visitors to the page containing your video. A low page rate indicates that the visitors are not finding the video relevant. It may also mean that your page copy is not drawing them to play your video or has placement issues.
3. Social Sharing
This metric determines the number of individuals sharing your video on different social media platforms. When there are more shares, it indicates that viewers like your content and want others to watch it as well. Nevertheless, it would be best to create video content that people like to share.
4. Click-Through Rate
Your video’s click-through rate determines the ability of your video to drive viewers to act on the CTA (call to action). A low CTR may indicate that your CTA’s placement is not proper. As not everyone watches videos till the very end, you can place your CTA in the beginning. Another way out is to make your content so gripping that viewers stay till the end and take action.
5. Conversion Rate
In sales, conversion occurs when a person watches your video and purchases the product or service. To calculate your conversion rate, you have to divide the number of conversions by the total number of visitors.
6. Watch Time
The watch time refers to the total time viewers spend on your video. It helps find out how long your video could engage viewers and is one of the important video engagement metrics. Therefore, it is essential to work on the video content to get the maximum watch time.
7. Average View Duration
The average view duration of your video refers to the total watch time divided by the total number of plays (inclusive of replays). This metric helps you know the average watching time of your video. As a result, you can easily find out what the ideal length of your video should be.
8. Average Completion Rate
It refers to the percentage of the video the audience views. Using this metric, you can find out the ability of your video content to hold the viewer’s attention.
9. Audience Retention
Audience retention refers to the percentage of your audience that continues to watch a video from start to end. If there is a drop in this metric at a point in the video, you have to find out what exactly is the reason. You have to find out why viewers are leaving.
You must note that if your video is not engaging enough in the starting, it becomes difficult to retain the viewer for the rest of the video.
To improve this video metric, you have to draw the viewer’s attention right at the start and keep them engaged till the end.
With comments, it is possible to understand what your viewer is thinking. There can be both positive and negative feedback on your video, and you can know where you need to improve. In addition to that, you can connect with your viewers and build a community for your brand.
11. Bounce Rate
This metric is relevant when your video is on a landing page. The bounce rate is the number of visitors who visited your video landing page divided by the total number of visits. In a way, it refers to the number of visitors who visited your site but didn’t view other pages.
12. Return On Investment (ROI)
Anyone into marketing would know the importance of ROI. If a particular strategy doesn’t give you good returns, why would you even consider doing it? Here’s how to calculate ROI,
ROI= Revenue earned – costs involved
ROI of each video is the money you can make after taking the production and promotion costs into account.
How To Improve Your Video Metrics?
If your video performance metrics are not up to the mark and your campaign is going downhill, you have to do something to fix it.
Here are a few handy tips to get the best out of your video content,
1. Create striking video thumbnails
The first element of your video that viewers see is the thumbnail and based on it, they decide whether they should play the video or ignore it. In short, it is the thumbnail that decides the fate of your video.
2. Write a gripping copy
It is not enough to create an engaging video alone. The copy that accompanies it also should urge the viewer to take the desired action.
3. Perform A/B tests
It is a good idea to A/B test different elements of your video to find out what fares the best and what you should do for the success of your campaigns in the future.
4. Keep video length optimal
Video length depends on the type, topic, and the channel where you will post it. Generally, there is a set rule for the length of different video types. Take a look at them,
Explainer videos – Longer than 60 seconds
Product videos – Between 1 and 3 minutes
Sales videos – Between 15 and 60 seconds
Webinars – Between 15 and 60 minutes
Social media – For Instagram and Twitter, it is between 15 and 30 seconds, while for LinkedIn and Facebook, it is between 15 seconds and 2 minutes.
If you try to follow the above format, it will help you get better results. However, there is no hard-and-fast rule as such.
5. Create interactive videos
Try to create interactive videos using a video-creating platform like ours. With PlayStory, you can create videos that accept viewer inputs and change the direction of the narrative. This is quite helpful in improving metrics such as retention, viewer engagement, watch time, and ultimately conversion.
Where Your Video Marketing Metrics Are Coming From Matters
Are your video marketing metrics coming from distribution channels such as YouTube analytics or Facebook video views? If yes, these online video metrics are quite different from what you get through a video creating platform.
The problem with distribution channel data is that it is not associated with leads. With the number of views, you cannot find out who watched your videos, how they engaged with them, and whether they turned into paying customers.
Therefore, to get a clear idea, you must choose an interactive video platform that provides precise data.
How To Measure Your Video Marketing ROI?
You already saw how important video marketing ROI is. Now the question is how you can measure it. Well, you can use the revenue data from the CRM. Understand how video views affect deals, find out which of your videos leads viewed, check video views based on month, year, or quarter and the volume of content watched.
You can easily determine which of the leads purchased after watching videos with all that data. It is also possible to find out which videos are highly converting. Once you do that, you must focus on creating similar content.
Goals To Improve Video Marketing ROI
Here are a few practical goals that will help improve your ROI,
1. Attract viewers
The primary aim of your video campaign is to garner the target audience’s attention. It is possible to know how many viewers click to play your video.
2. Generate leads
You can add interactive elements to your video wherein viewers can enter their details while watching. This way you can generate leads. Try asking for details at a point in the video when the viewer engagement is at its peak.
3. Lead qualification
Get additional information from viewers by adding interactive elements to your video. Based on that, you can qualify the leads and decide whether or not to push them to the next stage.
Start Using Video Metrics To Understand The Performance Of Your Videos
Now that you know about the key video metrics, it will be easier for you to track the performance of your video. Moreover, you can start working towards improving the numbers for your future campaigns. At PlayStory, we will try our best to help you get the best out of your video marketing campaigns.
Here are the video metrics you should monitor: view count, play rate, social sharing, click-through rate, conversion rate, watch time, average view duration, average completion, audience retention, comments, bounce rate, and ROI.
Video metrics enable the assessment of videos quantitatively so that you can compare and track the performance of videos. It goes a long way in helping video marketers take strategic decisions.
Marketers want to know how much revenue a video campaign can fetch them, so you have to find out the ROI. You have to make more revenue than your investment in creating the video.