You’re investing time and money into video marketing. You want to know the impact that your content is having on your business. Are people watching? Who is watching? What are they doing after they watch?
Video is an empowering medium. You can easily gain an in-depth understanding of how your audience is engaging and reacting to your content. You can learn the exact video content your potential/current customer watched or re-watched. You can see when they stopped watching or when they clicked. This gives you invaluable accurate lead-scoring information for your sales team.
Free platforms like YouTube and Vimeo offer native dashboards to give you an excellent understanding of how your content is performing. Facebook has a separate Insights tab to track the performance of your videos published on the social networking site. Tribune Media South Florida also offers highly advanced video analytics capabilities.
Here are the top 6 most important video marketing analytics you should track to determine your content strategy’s ROI.
Views is a high level metric available on any video publishing platform.
Each platform differs on what it considers a “view”. On Facebook, this is a 3 second play without audio. On YouTube it’s a view by an “actual user”. This gets a little complicated by the fact that YouTube only starts to verify users when the view count hits 300.
View counts give your viewers an instant indication of the popularity of your video.
Use this metric to measure the popularity of the video but always place it in context of the other metrics on this list such as average attention span and engagement rate.
(2) Average Attention Span
Average attention span measures the average view time of your video. It’s another relatively high level metric that it available on all major video hosting platforms.
If you’re using a more advanced analytic platform, you can actionalize the data to determine the exact watch time for each use and see where they stopped watching. If you see a trend of people dropping off at a certain time mark, this can tell you that the content is not working.
(3) Repeat Watches
A re-watch can signal interest or confusion. Repeat watches are particularly valuable for lead scoring and closing. Salespeople can focus on the exact points of the video a prospect re-watches in their pitch.
You can also use groups of re-watchers who what the same sections of your video to inform your email marketing strategy. Send the group an email that speaks to the issue or area that the section of video is related to.
(4) Engagement Rate
Engagement rate is the average attention span divided by the length of the video. You want this number to be high as it is an important indicator of the quality of your content.
Got a piece of content that’s 10 minutes long but the majority of your audience is only watching until minute 2 or 3. That’s a signal to cut it down into more “snackable” chunks.
(5) Conversion Rate
A conversion rate is the number of actions divided by the video views. That action can be whatever you determine is a success metric. Clicks are a popular high level conversion rate but you could also track email subscribers, sales, etc.
(6) Play Rate
Play rate is a measure of how well your video converts on play when a visitor comes to a landing page. Compute play rate by dividing the number of views by the total traffic to the page in a set time frame.
Your goal should be to make this number as high as possible. Video analytics platforms can allow you to split-test the opening frame of a video. You can A/B test a number of opening frames and optimize to the one that has the highest play rate.