If you’re aiming to enhance your video marketing approach, it’s crucial that you understand how to assess its effectiveness. And this begins with understanding which video metrics to measure.
Some metrics have little impact on your bottom line, and the most crucial key performance indicators (KPIs) might change from video to video. In this post, we will guide you through the most significant video content KPIs, when to measure them, and what they signify for the overall effectiveness of your video marketing.
Willing to plunge in? Let’s go.
An Overview of Video Content KPIs and Their Importance
Key performance indicators, or KPIs, are measurable assessments of performance. Numerous sorts of marketing strategies have their own KPIs that must be monitored and tracked to determine if the plan is successful or needs to be modified.
You cannot just start a new strategy or campaign and then allow it to live out its natural course. To reach its full potential, every campaign requires testing, tracking, and adaptation; here is where your KPIs come in.
When you identify the most critical KPIs for your video marketing strategy or campaign, you can zero in on precisely what needs to be modified to enhance performance.
In video marketing, you will track the number of views, viewing time, comments, clicks, and other metrics. The particular KPIs will depend on the sort of video you create and its placement in the marketing funnel.
Let’s learn more about the meaning of each video measure and KPI.
Top Video Metrics You Should Measure to Run a Successful Marketing Campaign
Whether you are starting a new video campaign or uploading a new video to your YouTube channel, there are key performance indicators (KPIs) that you should track to determine the overall success of the video.
We will explain the significance of each of the top seven video metrics to monitor.
Whether you are launching a new video campaign or posting a new video to your YouTube channel, there are key performance indicators (KPIs) that should be monitored to measure the video’s overall success.
We will discuss the relevance of the seven most important video metrics to track.
The total number of individuals who have seen your video is indicated by your view count. It is vital to remember that these metrics are calculated differently across platforms.
Here’s how the big platforms calculate a view’s value:
LinkedIn: LinkedIn’s policy is identical to Twitter’s: 2 seconds with at least half the video in view.
YouTube: Someone watches your video purposely for 30 seconds.
Twitter: Someone views your video for at least 2 seconds with at least 50% of the video player visible.
Facebook: Your video is seen for 03 seconds (same for Live videos).
Instagram: Video views on Instagram are counted after 3 seconds; live video views are counted as soon as someone joins the stream.
TikTok: A video view is recorded when your video begins playing in a user’s feed.
View count is more of a vanity statistic, as the amount of views has little impact on your bottom line if you take no additional action. Nonetheless, this demonstrates that we must make the opening three to thirty seconds of a video really captivating in order to hook a viewer.
For instance, the first video indicator analyzed in the YouTube Metrics and Analytics blog is views, followed by estimated minutes viewed, view length, and interaction.
Your video engagement consists of the comments and likes that your video content produces, just like you measure on every other platform.
It’s a good idea to monitor the number of people who really interact with your video, but you should focus more on the sorts of comments you receive.
Taking comments into account can help you better your next campaign or, at the very least, provide insight into what your audience is seeking from you.
Your play rate will be an essential indicator to track for landing pages with embedded videos. This KPI indicates the number of individuals that hit play to begin viewing your video. This is much different from auto-playing feed scrolling. This statistic calls for action.
You get the play rate by dividing the number of individuals who clicked “play” by the total number of visits to the video landing page.
There are several methods for increasing your total play rate. Consider:
- Creating an eye-catching thumbnail
- Give a human touch to your thumbnail by adding a human face
- Testing the placement of the video on the page
The total amount of time viewers have spent watching your video. It is accumulated over time and includes replays.
This key performance indicator helps you determine if your video content resonates with your viewers. A greater watch time indicates that viewers are enjoying the video, whilst a shorter watch time suggests that you may have missed the target.
You can get the average viewing time of your video by dividing the total viewing time by the total number of video plays, including replays.
Social sharing should be a primary objective for any video material. This massively expands your audience, enhancing brand exposure and maybe generating new leads.
Keep in mind that the videos at the top of your marketing funnel will generate more social shares than the ones at the bottom. Do not be disappointed by this inconsistency. If you want to increase social shares and brand exposure, you should develop more humorous, engaging, and instructive video content.
Clicks and click-through rates
If you’re conducting a video ad campaign featuring a call-to-action button, the number of clicks and the click-through rate will be among the most important KPIs to track.
The objective of such campaigns is to get as many individuals as possible to click from your video to your landing page to learn more about your business, product, or service.
Test a variety of CTAs to see which is most effective, and make sure your video content is appealing enough to encourage viewers to click.
You can calculate your click-through rate by dividing the number of times your advertisement is clicked by the number of times it is displayed.
Conversions are the final important KPI you must track. Conversions indicate how well your video advertisement convinced visitors to become leads or customers.
This is easier to assess when you’re conducting true video ad campaigns, but it becomes more difficult when you’re monitoring conversions based on your instructive videos or organic video content. You must now rely on tracking and UTM tags to determine the source of your clicks and conversions.
However, conversion measurement should be an integral element of any marketing approach your team employs. When time and money are invested in a campaign, it is essential to analyze its impact on the bottom line and determine whether it was profitable.
How to Improve Your Video Metrics
We always have the utmost aspirations when starting a new video campaign or video content. But it’s simple to get dissatisfied when the figures are less impressive than anticipated.
To guarantee a successful campaign, it is essential to understand how to significantly improve your performance indicators.
Here are a few suggestions for enhancing your video content so that you are pleased with the results when you view your analytics.
Create captivating video thumbnails
A thumbnail is a viewer’s initial impression of your video before deciding whether or not to watch it. Ensure that it is vibrant and stands out on the screen. This is especially crucial on YouTube, where viewers are presented with a list of competing content. You must ensure that yours sticks out.
Write a clear and compelling copy
Your video is a major attraction, but the accompanying content must also perform its share of heavy lifting. Ensure that your material is persuasive enough to encourage viewers to take action once they have watched your video.
Choose the right video style
Depending on your brand message and audience, choose the right video style. You can either go for a live-action or animated. It’s surprising to know many brands, including the industry giants, are using animated videos because they receive more views and engagement.
Animation can also be done in various styles depending on the niche of the brand. There are many video animation companies who’re offering video animation services like 2D animation, cel animation, 3D animation services, etc.
To sum it up, ensure the video style you choose explains your message properly.
Add captions/subtitles to your video
Not everyone will be going through their social media feeds while they can hear the music; therefore, captions are essential. This is also advantageous for accessibility and ensuring that everyone can view and enjoy your video content.
Perform A/B testing for video campaigns
Do not rely just on a singular marketing plan. A/B test every variable. Determine what connects most strongly with your audience so that you may reproduce it in future ads for even greater success.
Distribute and share videos in the right format
Social networking networks have varied specifications for images, videos, and GIFs, among other media types. Ensure that you modify your video material to the optimal size for each platform.
Creating Videos That Bring Engagements and Conversions
So, we have discussed some of the most important video metrics. However, you need to know that a video will only be successful if it’s unique, engaging, and informative.
When creating a video for your video marketing campaign, you must know that you need to take all the above-discussed video content KPIs into consideration. Even if you miss out on minor details, you can get into deep trouble.
But, of course, not everyone has expertise in video production, nor do everyone can afford to hire a whole video production team. In that case, to save your money and time, you can simply outsource your project to any video production company.
Here take a look at our list of best video production companies in NYC to find your best fit. Or, if you want to add a more little glam and sparkles to your video marketing campaign, then go for an animated video.
Recently, animated videos have become pretty popular in the digital marketing space. Brands are excessively using them to grab the audience’s attention and connect with them on the next level.
If you’re interested in hiring a video animation company, then click here to check out our list of best-animated explainer video companies.
Start Measuring Your Video Metrics Today
Ready to start measuring your video campaigns now that you know the right KPIs to look for? Now that you know how to calculate some important metrics and how to improve your video content, you should nail that next campaign.