6 Metrics Every Video Marketer Should Measure
Understanding the difference between vanity metrics (numbers that don’t bring valuable learnings or insight to your business) and actionable metrics (numbers that help you make decisions and drive scalable growth) is a crucial, yet overlooked marketing strategy.
It is well understood that video content performs better than any other format. Understanding though the content that is working the best should be a top priority so that you can keep refining and optimizing your video content marketing strategies. Professional usually start a marketing campaign by 1) defining what success looks like, and 2) measuring its performance.
Here are 6 video metrics that you should consider using to measure the success of your video marketing campaigns.
1. Total Views
Total views of a video are the total number of times that your video has been watched in a certain date range, geography, or demographic (depending on how you set up the campaign). This can include multiple views by an individual viewer. This metric helps you measure the amount of people who have watched your video content. For example: if your video received 50 total views, that could be from fifty unique individuals who each watched your video once, or it could be ten individuals who watched your video 10 times each.
Here are a few ideas to help optimize total views:
Statistics indicate that up to 80% of viewers are more likely to watch an entire video if it has subtitles. So definitely consider adding subtitles.
This one is simple, to get more views you need more eyeballs. The more channels and platforms that your video can be seen on increases the opportunity to get more views
2. Play Rate
The play rate of a video is the percentage of people who press the play button on your video. For example, if 50% of the people who see your video ad appear on their Facebook newsfeeds click to watch it, and the other half of users just keep scrolling past your video, the play rate is then 50%. Here are a few ideas to help optimize your play rate:
Create video thumbnails that grab peoples’ attention and entice them to click on your video.
Embed your video on relevant website landing pages or blog posts.
3. Engagement Rate
Your video content engagement rate can be defined as the percentage of users who watch your video content and interact with it. How long did the viewer watch it:25%, 50%, 75% or 100%? Was the video shared, how many comments did it get, how many clicks, etc.? Here are a few ideas to help increase engagement:
Tell stories that resonate with your viewers, stories that will make people want to share their reactions, or even their own experiences, in the comments. Emotive storytelling is one of the best ways to encourage audiences to engage with your content.
Definitely add a CTA to your video. A powerful call-to-action can be the difference between having a video that drives conversions vs. a video that just looks good.
4. Social Sharing
Social sharing measures the number of times that your video has been shared by viewers across one or more social networks. Social sharing helps your video gain more organic views, increasing brand awareness and conversions. Viewerss often re-share video content they find interesting, valuable, or entertaining. Here are some ideas to help increase social sharing:
Partnering with influencers in your industry is an excellent strategy to reach a wider audience.
Make sure you format your video content in the correct specs for the platform
5. Click-Through Rate (CTR)
Click-through rate (CTR) is the percentage of people who watch your video and then click on a link. One of the best ways to increase your CTR is by adding an enticing Call-to-Action.
6. Conversion rate
A conversion is what happens when a viewer of your video performs a desired action such as making a purchase after watching it. Again, this is usually a direct result of having a powerful CTA. Here are some ideas to help increase your conversions:
Probably the most important is a landing page that is built to optimize conversions.
When viewers click to visit your landing page for more information after watching your video, you need to make sure they have an experience that easily leads to your desired conversion action.
Once they have arrived to your landing page, what is your offer to drive them to convert? The better the offer the more conversions you will get.
Wrap-up
At VideoFresh, we are integrally involved in helping our clients produce videos that perform. And since we have long term relationships with our subscription clients, we strongly recommend our clients to measure the metrics of each video we produce. The more data we can get from our clients then helps us to continue to make even better videos.
Are you interested in working with a video production company that understands how to take your datapoints and create better video content? If you are, lets chat.