Video Analytics: 5 Key Metrics You Cannot Ignore
Video analytics can take you in one hundred different directions.
But truth is, there are only about five metrics you need to keep an eye on when it comes to measuring your video’s success. The reason is that they are the metrics that can deliberately affect your bottom line.
In this article, we’ll walk you through the said lineup, explain what each metric means, and what they mean for your video marketing’s overall performance.
Ready to dive in?
5 Key Video Metrics You Cannot Ignore
1. View Count
As the name suggests, view count is the number of times your video has been watched. For some platforms, a play time of 3 seconds is already considered as 1 view count, while for others, even less.
Here’s a breakdown of how view count is registered on different platforms:
Facebook: 3 seconds
Instagram: 3 seconds
YouTube 30 seconds
Twitter: 2 seconds with at least 50% of the video player on the user’s screen
Linkedin: 2 seconds with at least 50% of the video player on the user’s screen
Tiktok: Immediately as the video starts playing on the user’s feed
The view count may not be helpful as a standalone metric, but it can provide some key insights that can change the trajectory of the video’s success, which is why we included it in this list.
For example, if the view count on your Facebook video is not racking up, it means that the users are not making it past the 3-second mark. So is the hook not compelling enough? Could there be a technical problem?
On the other hand, if the view count is rocketing, it signals that you are effectively grabbing the attention of your audience and that you should look into how you can replicate that in your next video.
Engagement refers to the likes and comments your video generates.
This is essential to measure because it provides so much qualitative data you can’t get from any other video metric.
Likes, and other forms of push-button reactions, tells you the general sentiment the audience has about your video.
Comments, on the other hand, provide a more comprehensive version of the latter. For one, it can tell you the emotional effect your video had on your viewers in detail. Things like what part of the video inspired them, made them laugh, or angered them can be found in the comments and this data can help you decide which video topics to focus on in the future.
3. Social Shares
Social shares refers to the number of times your video has been shared across platforms. If you are creating a video with the goal of brand awareness or lead generation, then obviously you’d want to pay extra attention to this metric.
But even if that’s not the case, it provides a wealth of insights into your video’s performance.
For example, the number of social shares can be telling if the video has the potential to reach viral status, nudging you to maximize it as much as possible.
4. Click-Through Rates
Click-through rates is the number of times viewers watched your video and clicked on its call-to-action button. You can get this by diving the number of clicks that your video receives by the number of times your video is seen.
A high click-through rate (anywhere between 5%-8%) indicates that your video is doing a good job of conveying information and evoking excitement since people are willing to take action after watching it.
On the flip side, a low click-through rate could mean that the video is falling flat and its message needs revising. It could also cue that the current call-to-action button might not be the best option for the particular video.
*TopVA Tip: Always A/B test your ads!
The last major metric you need to keep an eye on is conversions.
Conversions refers to the number of viewers that were persuaded to be a customer after watching your video. This is a huge one because it’s the metric that answers the question, “Is your video profitable or not”?
Obviously, you’d want to see a steady increase in the number of conversions throughout your video campaign. Otherwise, it suggests that the video is not an effective sales driver and should be revisited.
To Wrap Up
Video analytics doesn’t have to be complicated.
By keeping in mind these 5 key metrics, you’ll be able to gather the insights that matter most when it comes to boosting the performance of your next video marketing campaign and setting it up for roaring success.
Thanks so much for reading our blog and stay tuned for our next entry!