78% of people watch videos online, every week.
A report states that by 2022, 82% of all consumer Internet traffic will come from online videos. Video content is growing consistently as people find videos more entertaining and engaging to recall. 72% of consumers prefer learning about a product or service through videos. Moreover, 1 out of 4 consumers lose interest in brands that do not produce video content. This is the reason why 81% of brands or businesses incorporate videos in their video marketing strategy
Video marketing for businesses is important as 97% of marketers claim that videos help users understand their products and services which thereby increase sales in the long run.
If a video is engaging, consumers will remain hooked to the video past 30-seconds. For this reason,
video metrics is one of the most important parts of video marketing for revealing how the audiences are interacting and responding to the video content and whether the implied marketing strategy was successful.
Here are some video marketing metrics that will shed light on how much your audience engages with a video, what video topics do audiences prefer, and how video affects a website’s performance:
1. View Count
View count is the number of times a video has been watched by an individual. A view is counted as 30-secs on Youtube and 3-secs on both Facebook & Instagram. Basically, views indicate the reach of a brand’s video content. Since views are calculated differently across different social media channels, brands must be careful while aggregating the data.
Tips to boost video count:
● Share the video with the target audience, through email and social media
● Share the video with relevant influencers
● Pay to promote the video among the target audience on various channels
2. Click-through Rate
CTR is calculated by dividing the total number of video clicks by the total number of views. A short, engaging and easy-to-understand video can play a major role in getting viewers to reach for the CTA button. When a CTA button is included within the video content, the click-through rate can measure the percentage of viewers who were compelled to take the desired action beyond just watching the video. It indicates how successful a video is at encouraging viewers to take action as well as keeps a check on the engagement rate.
Few suggestions on improving the CTR:
● Try different placements of the CTA button to make it more visually appealing
● Improve the average engagement by making the video more engaging. The more the video views, the higher the CTR.
● Make the CTA highly relevant to the video content
● Incorporate elements of animation and overlays
3. Play Rate
Play rate is the number of times a video was played divided by the number of views it generated. In other words, it means, out of all the viewers who watched the first few seconds on auto-play, how many decided to continue watching the video.
A low play rate may indicate that the video is not relevant to a brand page or it does not interest the target audience. It may also reflect other problems like boring copy, incorrect video embedment on the page, the absence of sub-titles or lack of visual appeal.
Tips to improve low play rate:
● Increase the size of the video to embed or move its position on the page
● Choose or create a more engaging, vibrant, eye-catching and relevant thumbnail
● Change the copy around the video to ensure accurate communication
● Try moving the video to a different page where it might be better appreciated
4. Average View Duration
Average view duration is the total watch time of video divided by the total number of video plays, including replays. On an average length, it measures how long the viewers watch a video. Average view duration is a powerful metric because it reveals the audience’s preference for the length of a video. For instance, if 45-second videos keep getting a 30-second average view duration, those videos can be cut down by 15 seconds.
Shares, likes, comments and reactions are the typical video engagement metrics that reflect the overall popularity of a video. According to Facebook, if the audience likes a video, they tend to share it as it reinforces their values and beliefs which in turn brings the video in the knowledge of more people and builds trust. Shares are considered equivalent to word-of-mouth marketing. Comments evoke the emotional effect that a video had on the viewers. Reactions display a breakdown of the audience's positive or negative sentiments. These metrics increase a brand’s credibility and trustworthiness.
6. Watch Time
Watch time is the total amount of time viewers have spent watching a video. It measures how long the viewers engage with a video. It strongly indicates what information viewers saw and missed based on when they stopped watching the video. Tracking watch time is a good idea as it also accounts for the length of future videos. For a better watch time rate, opt for shorter and snappier videos with compelling stories and eye-catching visuals which will also improve the click-through rate.
7. Conversion Rate
A video’s conversion rate measures how well a video persuaded or convinced viewers to convert into a lead or a customer. Conversion is a vital metric to measure if brands are aiming at producing product videos or any other video types with the goal to increase the conversion rate for gaining more leads or customers. Brands should always incorporate a call-to-action at the end of the videos and direct the viewers to its landing page for the next steps.
Some tips to improve conversion rate:
● Make videos relevant to what the target audience wants to know at that stage of the funnel
● Always provide valuable and relevant information to the audience and address their queries and doubts
● Alter the placement of the video in the site to help drive conversions
It is beneficial if brands first determine their set of goals and then decide on which metrics to focus on. Learning how to effectively analyse a few of the above mentioned key video marketing metrics will help a brand achieve success in most of their video marketing campaigns.
As a marketer, one must ensure that the goals that are set are being achieved. For a brand delivering great content to their targeted audience, engaging and pushing them down the sales funnel is a great achievement.
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