Updated: Oct 9, 2019
We're explaining the most relevant video metrics that will allow you to evaluate your video campaign. First, define success –then measure it!
Before we get into the Metrics it's important to understand what you want from video. We start each brief considering the following:
Objectives: what is it that you’re trying to accomplish? Sharpen your focus to one or two particular goals and make sure they are defined clearly.
Audience: determine the specific type of audience that the content of your video will be addressed to. The more detailed you are –in terms of who they are, what they like, influences etc - the more powerful the impact you will have.
In short define success first so you can determine it later.
Now onto the metrics...
1. Measure “Views” and you’ll measure the scope of your influence
This metric indicates the number of times your video has been watched, so it may be the most important metric –it tells you, in a very raw kind of way, the first impact your video has made on your audience.
They’re the shallowest indicator of your campaign, so be careful. When you take note of them, try to remain calm and just start to warm up for other metrics that shall give you deeper insights.
Keep in mind that what a platform considers a “view” may differ from another platform’s criteria. On YouTube, for example, a view is only counted after 30 seconds of a video has been watched; on Facebook that time is only 3 seconds.
2. Measure “Engagement” -and you’ll measure quality
Perhaps the marketers’ favorite metric is “engagement”. But why is it so popular? It shows the percentage of your film that a visitor has viewed, if you get a large percentage it implies that the content shown in your video is connecting with your viewers.
This should indicate if your video is enabling your viewers to consume the message you’re aiming to convey, albeit there’s a lot of distractions on the Internet so don’t get a bad reading: viewers might not watch your video entirely, but they actually watched it for a few seconds -and that’s a small victory, indeed!
3. Measure Play Rate –and you’ll measure relevance
Having your video embedded on your website instantly puts at your disposal a couple of video metrics that deserve your attention: page views and play count. “Play Rate” is the combination of these two metrics, and it represents the amount of people who went to your website and who clicked play and began to watch your video.
Play Rate will tell you if your video content is resonating with your audience and whether your video is located in an appropriate place on your website.
4. Measure “Shares” –and you’ll measure social impact
The amount of people who are sharing your content says a lot about its ability to connect.
Shareability is a quality that you need to craft for your video, since it will multiply your marketing efforts: it may reach more people than what was initially planned.
If on a particular social network, your video is shared more than on any other, then you can figure out what outlet is working better for your video.
5. Measure CTR –and you’ll measure your clients’ reactions
Click-Through-Rate indicates the percentage of viewers that click on any sort of call-to-action that you have conceived from your video. CTR is definitely one of the most relevant metrics when it comes to analyzing the ability of engagement of your video. Having a high CTR means that you were savvy enough to make your viewers watch your video until a CTA comes up –and to ultimately make them do what you asked them to!
Analyzing your video from the CTR perspective is crucial to evaluate the power of your video for generating sales and conversions.
6. Measure “Conversion Rate” –and you’ll measure commercial success
Conversion Rate is arguably the most important metric of all – it measures the number of leads or clients your video was able to gain. It is essentially giving you the ultimate result, just because it’s telling you the number of viewers who were converted into actual leads.
You could start by determining what a “conversion” means to you: is it a visitor that clicked on a thumbnail? Is it a visitor that decided made an actual download? Is it a visitor that wrote on a form? Make sure to have a solid concept of what a “conversion” represents for your marketing efforts, so you don’t get confused with your own interpretation.
Everything needs to be clear before you put it on your sheet of results. Remember we’re talking about the most important metric for commercial purposes, so this analysis will provide you with amazingly essential information on how well your video is performing, commercially speaking.