Making a good video contributes to only half of your video marketing strategy. Monitoring its performance is the other significant bit. It is crucial to know whether the audience is watching it, liking it, and considering acting on it seriously. That is how your investment and efforts are going to pay off.
It was not easy for marketers to measure their online video’s performance, but thanks to the marketing tools and analytics that have made this task easier for them. Here are some of the ways marketers can measure their brand marketing goals using metrics:
We are going to look at some important metrics that marketers can use to determine the success of their videos:
1. Audience retention:
This metric shows what percentage of the audience watched a particular video from its beginning till the end. YouTube and Facebook usually use a graph to present this KPI:
As the curve drops, it indicates that the audience lost their interest in the video and stopped watching it.
Not only this, but this metric also helps to analyze the relative ability of the video to retain the audience compared to YouTube videos of the same lengths.
2. Play rate:
It is defined as the percentage of people who clicked on the video divided by the total number of people who visited the page. A reasonable play rate means that the video has been embedded in the right place and goes with the context
3. Click-through rates:
CTR is the ratio of people who clicked through a specific link to the total number of people who viewed a page, advertisement, or email. It is a metric that enables marketers to measure their marketing campaigns for their website or email campaigns.
4. Conversion rates:
It helps a company measure how many leads or clients the company could generate through its videos and whether they were compelling enough to influence the viewer’s decisions and persuaded them to take the desired action.
5. Reactions, comments, and social shares:
Facebook offers a facility to its users that it presents a distribution of different reactions that people used to respond to live video streams.
Comments help to analyze how the emotional effect of the video has been on the audience. Also, if someone cares to comment on the video, it means that it has touched their hearts.
Social shares introduce the company to new customers, which may result in an increased customer base.
YouTube generates a subscriber report that specifies how many subscribers a new video generated and which videos made the YouTuber channel lose its subscribers. The subscribers’ geographical location and the dates on which they subscribed or unsubscribed can also be determined. Knowing this information about the subscriber base will enable the YouTuber to analyze what areas in the videos need improvement and what areas need to be highlighted.
7. Average completion rate:
This metric helps the videographer analyze how captivating his/her video has been for the viewer. It enables him/her to measure the viewer has watched how much of the video.
It means how many times the audience has watched a video or a part of the video. Re-watches is a great metric to measure what types of videos or content in a particular video is of interest to the viewers.
9. Peak live viewers:
This metric highlights when there were a maximum number of viewers during a live Facebook session. If there are many viewers at the start of the session and then the number dropped after a while, it indicates that the starting of the video was not interesting enough to retain the viewers.
10. Bounce rate:
It shows the number of visitors who visited a site but left without visiting other pages. The videos on the website should guide the visitor about the CTA or direct them to other pages.
11. Watch time:
It is the time in aggregate spent by the audience in watching your videos. YouTube ranks a video according to its watch time and not the number of views.
To increase the watch time, make a playlist of your videos. The titles and thumbnails should be attractive, and content created using long-tail keywords
12. View count:
YouTube counts views if:
- The viewer has intentionally initiated to watch a video and has not clicked it by mistake or chance, and;
- The video has been viewed for more than 30 seconds.
Facebook and Instagram count views when the viewer has watched 3 seconds or more of video. As each platform measures the views differently, it can be said that this metric can be misused.
In short, if you want your marketing campaigns to yield the desired results, you should be aware of what metrics fulfill your goals and use them to measure your performance accordingly. It is now effortless to analyze how your videos are performing, and you can work, therefore, to create interesting and engaging content.