One pro-tip that may often be overlooked is to analyze which devices viewers are watching your content on; this might reveal different viewing habits across different devices, giving you useful insights you can use in future marketing efforts. For example, if most of your audience watches on mobile, make videos device friendly by making text large and easy to read on small screens, and including text on videos in case viewers are watching in public sans audio.
While you can't ignore metrics like views or watch time, we've chosen to prioritize sharing as a north-star metric for our video marketing. This is really the most reliable indicator of word-of-mouth marketing, because sharing indicates that the content was interesting or helpful enough to share with someone else. By serving our current audience in a meaningful way, they do the marketing for us by sharing our content with their networks. Its a metric everyone should at least track, if not prioritize!
Cost per View is a relatively new metric in assessing video marketing. However, we don't use it as a standalone measure. It is part of a broader spectrum of indicators we use to gauge our video marketing campaigns. To put it simply, Cost Per View refers to the money you spend to get at least a 30-second view of the video. A more detailed variant of this metric will be cost per average view time or cost per total view time. For example, if a video has received 1 hour in total view time and we have spent $400 marketing it, we can calculate how much we are spending for total view time as $400/hour. This metric simply gives you a rough idea of the return you are getting for investment and whether you need to ramp up marketing spend or optimize further for better results.
Subscriptions from your audience are an important metric to track in your video marketing strategy because they directly indicate how engaged your viewers are with your content. Subscribers are more likely to watch and share your videos, which can help increase your videos' reach and grow your audience. Moreover, your subscribers are more likely to be loyal viewers who will come back for more content, which can help to build a solid and engaged community around your brand. Tracking subscriptions can also help you to identify which types of content resonate with your audience and which topics they are most interested in, allowing you to tailor future
Track your traffic sources! For example, if you see you're getting more traffic on Facebook than YouTube, put most of your efforts toward Facebook. Once you understand where people are watching, optimize your visibility there. Research ways to do so. For example, perhaps there’s a better time to post. Go where your people are and keep replicating your successes on those platforms.
The #1 metric we look at in most campaigns is going to be average view duration. The video platforms we're using for our brands weight these metrics heavily and they do have a big influence on how much organic reach a particular video will get. Those platforms are YouTube and TikTok. We've found that on YouTube average view duration correlates well with the performance of a video. You want to be well over 50% wherever possible - that's where the magic seems to happen. Of course for Shorts you'd want to be close to 100%. On TikTok if you're able to create videos with over 100% average view duration you'll do very well, and have a good chance of going viral. This basically means people are re-watching your videos and letting them loop through to get all the info. This works great for the Ecommerce brands we work on. Those same videos styles can then be used on YouTube shorts with success too. Ryan Turner Founder, EcommerceIntelligence.com https://www.ecommerceintelligence.com/
The number of clicks on a video ad or link can provide insight into how many people are interested in the content of the video, and how well the video is resonating with the target audience. Now coming to CTR -- it refers to the ratio of clicks to views or impressions. It tells you how many people who saw the video ad actually clicked on it. A high CTR indicates that the video ad is well-targeted and effectively resonates with the audience. A low CTR may indicate that the ad is not well-targeted, not attention-grabbing, or not relevant to the audience. Additionally, these metrics can be used to measure the return on investment (ROI) of video marketing campaigns, by comparing the number of clicks and CTR to the cost of the campaign. This allows marketers to understand the effectiveness of their video marketing efforts and make data-driven decisions on how to allocate resources in the future.
Instagram Stories is one of the most effective video marketing channels, with 44% of people using the platform to shop every week. It’s all about measuring the completion rate - you should know who’s seeing your story and scrolling past or watching the clip to completion. Simply swipe up on your stories to see the total views, divide the total views on your last frame by those on your first, and multiply by 100. Since stories are 15-second short-form videos, it isn’t a huge time investment. If too many users drop off before they finish watching a clip, it’s time to step up your game and switch up the type of content and videos you’re sharing. If you aren’t sure what your audience wants to see from you, ask them! Use the handy polling feature so users can vote on the content they’d love to see more.
Data Scientist, Digital Marketing & Leadership Consultant for Startups at Consorte Marketing
Answered 3 years ago
There are many key performance indicators (KPIs) related to video marketing, and those you focus on depend on the stage you're at in the customer journey. Think of your video marketing like a funnel, where you fill the top with lots of leads, and a fraction of them turn into customers who come out the other end. There are many ways to label the top, middle, and bottom of the funnel, such as the Awareness, Consideration, and Conversion stage. If your goal is Awareness, then views and impressions matter a lot. For consideration, view-through rates on ads, or watch-time matter. For conversion, clicks, registrations, sales, and other actions are what matter most. You can track a variety of KPIs and focus on those that matter most for the stage at which your lead or prospect is at.
This metric can be important because it gives an indication of how engaged viewers are with the video content and how well they are retaining the information being presented. Additionally, this metric can also be used to determine which sections of a video are the most engaging, and which sections may need to be tweaked or re-edited to improve engagement. Pro tips for increasing watch time include: - Creating a strong hook in the first few seconds of the video grabs the viewer's attention and keeps them engaged. - Using storytelling techniques to build a narrative that keeps viewers interested. - Making the video visually appealing and easy to follow, with a clear structure and consistent formatting.
Views are good, but they don't necessarily tell you how long people watched your video or if they are likely to watch again. Then again, conversions could be a great way to actually see how effective your videos are in getting sales. But still, conversion is not everything, as increasing awareness of your product and keeping it in consumers' consideration sets is still very important. Looking at comments not only gives a vast wealth of data about how your viewers feel about the video, but it's also a good metric to see how many people are actively engaging with your content.
It’s imperative to track your viewer demographics. Check to be sure your target personas are actually watching your videos. Are you reaching those with the right interests or in the appropriate age group? If you discover you aren’t, changing your tactics should be next on your to-do list. If your videos aren't reaching your target audience, your marketing team's time and budget is being wasted.
The most important metric to track in your video marketing will depend on what role video plays in your overall marketing strategy. If you are creating videos to build brand awareness, then video views is likely the most important metric to track. On the other hand, if videos are part of your consideration and conversion content, then you will be more interested in engagement rate and conversion rate. Ultimately, each business has to define the correct KPI for video marketing based on its particular strategy.
We have a lot of youtube videos on our channel that match up with all our blog posts. The main metric that we always watch is view count. It's the simplest metric of all but gives the best overview of how the videos are doing. I find that looking at the other metric you can get misleading information that can affect how you do other videos. You don't even have to be logged in to your account to see how many people are watching your videos. All the other metrics are great if you want to do a technical audit of your videos, but standard day-to-day to see how the videos are doing I prefer to just get the view count.
When evaluating the effectiveness of your video marketing plan, engagement is a crucial statistic to monitor. Engagement counts responses to your marketing communications from potential consumers, such as likes, shares, and comments. This enables you to evaluate the success of your films in reaching target audiences and raising awareness of your goods and services. Pro tip: Regularly monitoring important metrics, such as views, shares, and audience demographics, is crucial to maximizing your video content's efficacy over time.
View count: This metric measures the number of times a video has been viewed. It's important to track view count because it gives an idea of how widely a video has been seen. Engagement: This metric measures how much people are interacting with a video. Engagement includes things like likes, comments, and shares. It's important to track engagement because it gives an idea of how much people are engaging with and responding to a video.
Founder & CEO at GerdLi
Answered 3 years ago
Watch time is the most vital metric in a video marketing strategy as it indicates how engaged viewers are with a your piece of content. Understanding how long viewers are watching a video provides insight into the what works or doesn't in terms of production, video optimization, and amplification tactics. Make an effort to track watch time across different platforms to illuminate which part of your strategy extends your crowd's attention span!
When a video is shared by viewers and gains traction not just among your existing subscribers but also new ones, you know your marketing strategy has produced great results. Sharing doesn’t just increase the reach of your video — it also shows that the content was so interesting that viewers simply couldn’t resist passing it on to their friends and followers. While most other metrics relay the engagement quotient, this one tells you that your video content has indeed resonated with your audience and motivated them to take action.
The most important metrics in video marketing depend on the marketing goal. However, if you are just starting out, then you are probably at the awareness stage of your marketing strategy. In this phase, the important metrics are engagement indicators such as views, likes, comments, and impressions. In the awareness stage of video marketing, views, likes, comments, and impressions are equally important metrics to track because they provide insight into how well the video is resonating with the target audience. However, the #1 metric among all these is views. The number of views a video receives is an indicator of how many people have seen the video. A high number of views can indicate that the video is reaching a wide audience and is being shared or recommended by others. Hence, your primary goal at the awareness stage is to drive up the views. The other metrics mentioned previously will follow.
As we kick off our TikTok strategy, our engagement total indicates whether our content resonates with our audience. This metric tallies up all of the interactions a video receives, which includes likes, comments, and shares. And of these, comments and shares bring the most insights into how that video connects with viewers' emotions, as well as if they're looking for entertainment or information. We can then refine our video strategy to encourage more of these interactions. For instance, we see our engagement climbing using the power of three: adorable dog, product use, and humor.