What Are the Best Video Marketing Metrics to Track?
- Play rate and replays.
- Likes, comments and shares.
- Conversions.
- Click-through rate.
Video is king of the marketing hill right now.
It’s powerful enough to engage audiences in a way no other tool can, bringing in 66% more qualified leads.
But it takes more than just posting ANY video to connect with potential buyers and set you apart from the crowd.
You have to understand what’s resonating and what’s falling flat with your audience.
That’s where tracking some Key Performance Indicators (KPIs) makes all the difference.
Here’s what you need to know about the video marketing metrics that will provide the guidance you need to keep your video-posting game strong.
Video KPIs
There are three categories that general video KPIs fall into:
- Awareness/Reach.
- Engagement.
- Lead-generation/conversions.
Let’s take a closer look at each of them and why the information is important.
1. Awareness
Of course, awareness is all about getting the knowledge of your brand out to the people who need it.
It seems like a hard thing to track, right? How do you know who’s aware of you?
Here are three valuable metrics to track:
- View count. It’s not rocket science – it’s the number of times your video has been watched. Platforms count views differently: YouTube considers it a view if the video was watched for 30 seconds. Facebook, Twitter and Instagram only require 3 seconds.
- Play rate and replays. The number of times a user clicks “play” on your video is the play rate. A replay is a more important number because it suggests that the video resonated with a viewer so much that they just HAD to watch it again or were interested enough to want to see something they missed.
- Watch time. This is where the rubber hits the road in terms of views. This number gives you more valuable information – how long someone actually spent watching the video. It gives you a better sense of how well the message resonated with your audience.
2. Engagement
This is where you’ll find out how people are interacting with your video.
- Likes/Dislikes. These reactions speak for themselves. You can assume the audience generally agreed with or found value in your content if they give you a “like.” Dislikes are a little more ambiguous and are helpful when combined with some other insights.
- Comments. Not only do comments give you more in-depth information about what your audience thinks, but it’s also an opportunity for people to form a sense of community as they interact with each other around your brand.
- Shares. It’s important to track shares because it extends the reach of your video and will get you even more views.
3. Lead-generation and conversions
- Click-through rate. This metric is the number of people who click on the CTA at the end of your video or follow through to the next step.
- Conversions. The percentage of all the viewers who convert, or take the desired action, from watching your video. You’ll need software like Google Analytics to get a correct number here.
- Views to leads. This is the ratio of views to leads generated. It can give you an accurate picture of how many viewers turned into leads.
Bonus: Facebook video marketing KPIs
Facebook videos are powerful enough that they warrant their own category of video marketing metrics.
It’s common to see people – usually ALL of them – with their heads down, intent on the world on their screen. Social media fills the void left by a lack of human interaction.
It just makes sense to strike while the Facebook iron is hot, right?
Here’s what you should be tracking for your Facebook videos:
- View-through rate. Remember, Facebook counts a video as having been “viewed” if it was watched for 3 seconds. So, the view-through rate tells you how many people spent at least that much time watching your video.
- Ten-second video views. Three seconds is great, but now we’re going to see how many people stick around for 10 seconds and don’t just bounce.
- Video engagement. Positive comments, likes and shares are golden. They tell you that the audience identifying with your message. But you should also pay attention to the negative to look for areas you can tweak for a better result.
- Video average watch time. Did you know that getting your Facebook videos up to an average of 15-seconds of viewing time will have a massive impact? It’s a whole new level of engagement.
- Video length. Make sure your videos fall within the 20-90 second mark but keep in mind that sometimes the length is limited to 15 seconds. Grab their attention quickly and hold onto it.
Use video marketing metrics to stand out
Now that the effectiveness of video marketing is well-known, the internet is inundated with the offerings of marketers who want to capitalize on the popularity.
To stand out, you need more.
Tracking video KPIs is what pushes you over the top and into the territory where your audience is just waiting for the value you have to offer.
Start tracking these metrics and never be lost in the sea of competitors.
