Video Marketing Metrics

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When planning a video, a key element is to get clarity on what you’re trying to achieve with it and as a result, what you measure will depend on what you have identified. If it’s a top of the funnel education goal, what you look at will be different to a video that has a specific call to action that you hope will drive action.

Here are a few of the key video marketing metrics to look at to help refine your campaigns and understand what’s working, and what’s not:

Engagement – such as likes, comments, or shares. These numbers can show how much your video is resonating and comments may give you some insight on future videos your audience want to see. Shares can mean your video has provided value or your brand has credibility and trust among viewers.

Conversion rate – has your viewer done what you asked them to? For example, filling in a form, picking up the phone, or visiting a website to make a purchase? When running video ad campaigns, measurement is simpler as you can see clicks throughs and conversions. When measuring your organic or educational videos, tracking and UTM tags will help see where your conversions are coming from.

View count – this differs by platform so it’s a good idea to have a handle on what constitutes a ‘view’ on the platform your video sits, before setting a metric of success. For example, YouTube measures a view when someone intentionally watches your video for 30 seconds, Facebook counts it after just 3 seconds of viewing and TikTok starts measuring as soon as it starts playing in a feed.

View duration or Watch time – Looking at this number can show interest and engagement and reveals the average length viewers watch through. If a 30 second video has an average view time of 15 seconds, you may want to consider shortening the length or adding your call to action earlier.

Play rate – if you have a video on a landing page that someone needs to click on to start watching, this click is the play rate, and something you want to be looking at as it is a metric that requires action from your viewer. If they click play, they’re interested enough in you to want to have a look.

These are just a couple of key metrics to consider, and will vary according to whether they are part of a paid ad campaign, an organic social video, or are sitting on your website or a landing page. So, in that initial planning session when you’re gaining clarity on what you’re trying to achieve with your new video, be sure to consider which metrics you’ll use to measure its success.

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About Geoff Anderson

About Geoff Anderson

Geoff Anderson is the owner of Sonic Sight and has been producing videos for 30 years. He is an author, presenter as well as a video producer.

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