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Basic Guide To Video Metrics

Posted by: Staff Posted on

To create an effective video content strategy, you need to understand your metrics. You may well have fantastic-looking videos that have been edited to perfection and enhanced with professional-looking animations, but if they’re not delivering results, you need to know why. Same too if they are helping you achieve your goals – you need to know why,

In this basic guide to video metrics, we take you through the most important ones, highlighting why they matter.

Watch Time

This is the total amount of time viewers have spent watching your video.

Why It Matters

It’s more strategically useful than impressions because it shows whether people properly played and watched the video.

You can use this metric to determine if your message resonated with the target audience.

YouTube uses total watch time to rank videos in its search algorithm. Better watch time prompts greater visibility – and will potentially earn you more fans on YouTube. You can then market to a larger pool of people.

Average Completion Rate

Essentially, this is the percent of each video that your audience watches.

Why It Matters

A higher average completion rate reveals that most people aren’t just clicking away after three seconds.

If you’re publishing videos on Facebook, this metric is highly relevant. Facebook utilizes average completion rate when it ranks videos in users’ news feed.

Average View Duration

In short, this is the total watch time of your video, divided by the total number of video plays. It includes replays.

Why It Matters

It can help you edit your videos to the ideal length for your audience.

Play Rate

This demonstrates how many people play your video, divided by the number of people who visit the page that hosts your video.

Why It Matters

This is especially useful for videos embedded on your website.

A low play rate could mean the video content isn’t relevant to the rest of the content on the page. Or even that the play button isn’t obvious enough.

Audience Retention

One of the most crucial metrics, audience retention analyzes how many people are watching your video and how long for. Essentially, it’s your video bounce rate.

Why It Matters

You’ll always experience some drop off after the first few seconds. However, knowing when people stop watching your video can highlight the sections or topics that people like the least.

It could indicate where the video is rambling, content stuffing, unengaging or perhaps just too long.

Quick Retention Tips

To boost audience retention, remember the following key points:

Start Strong

The first 15 seconds of your video are essential. This is where you need to grab people’s attention and prove that your content is worth their time.

Keep It Fresh

A good message can be lost if it’s not entertaining. Videos for business must go the extra mile to weave in clever humor and insights, especially if you are in a traditionally ‘dry’ sector, like legal or finance.

Always Write A Script

The best and most entertaining videos usually involve some planning, scripting and high-quality editing. While spontaneity can hit the right note, it has a greater chance of failure and works better on shorter videos.

Go Long

When you’ve aced your formula, consider making longer videos. Yes, attention spans are dwindling, but if you’ve hit upon a topic that your target audience enjoys, start going more in-depth to offer them greater value.

Engagement

The best metric for measuring qualitative data. It includes comments, likes, shares and reactions.

Why It Matters

Engagement gives some of the deepest insight into how people feel about your video. Because they can leave positive or negative feedback, you can tweak the content to fit your audience’s emotional reaction.

It’s worth noting that Facebook uses engagement rate as a factor when ranking videos in news feeds – and with good reason. Videos on Facebook have the highest levels of engagement compared with any other type of content on the platform. On average, Facebook video posts have a 6.09% engagement rate.

Follower Growth

An increase in likes or follows on social media, new subscribers to your YouTube channel, a boost in people signing up to your newsletter all mean one thing – more people are following your content.

Why It Matters

These are valuable fans who you can build a meaningful relationship with because they consider your content entertaining and helpful enough to want to see more. In short, they are prime targets to sell to (eventually).

Re-Watches

This is sometimes listed as Unique Watches Per Viewer, or Views Per Unique Viewer. It gives a record of how many times a viewer has watched a video.

Why It Matters

It’s an interesting metric that deserves more love. These viewers are ripe for converting into fans or customers and suitable for remarketing campaigns.

Re-watch stats can give you more ideas when it comes to enhancing your videos. Check to see if people are re-watching the whole video or certain sections to see what topics generate traction.

CTR (Click-Through Rate)

An easy one to get confused. On most text-based content, we understand the click-through rate as the number of clicks to your site that have come directly from a post or ad. But in video marketing, it usually refers to the number of clicks your video gets divided by the number of times it is shown.

On YouTube, you can add your own clickable links and annotations to videos. By leveraging event tracking and UTM links, you can also track clicks to your website from videos in Google Analytics.

Why It Matters

The former helps you improve video titles and thumbnails to increase the number of people who actively watch the video.

The latter helps you improve CTAs (calls to action) and the chance to push people to your website, where you can potentially sell a product.

Hot Take: YouTube Still Has The Edge

Facebook and YouTube aren’t the only online platforms with interesting video metrics to analyze.

Instagram, Twitter, LinkedIn and TikTok also offer you the ability to review your content and learn from it.

Instagram and TikTok actually offer some brilliant and unique metrics. Instagram lets you see how many people visited your profile after watching your video, how many people saved it and how many forwarded your video to others. TikTok has some excellent demographic metrics, including:

  • Your trending videos
  • Gender breakdown
  • Top territories of your viewers
  • The time of day your followers are most active
  • Soundbites they enjoy

Frustratingly, for the moment, you can only find all this information on TikTok Pro.

That said, YouTube and Facebook are still the platform winners for the sheer number of hours of video watched on their sites, and the length of videos allowed.

While the ongoing investment in Facebook Watch has seen it become a real contender for the ‘top video platform’, YouTube is still the king or queen of video for now.

Not only is it one of the most popular platforms for sharing videos, it’s also important to the overall internet experience – well-optimized videos also rank in Google’s search results, which is a big bonus if you want to reach more people.

Key Takeaway

Ultimately, the metrics that matter the most will depend on your video marketing objective. Do you want to engage fans, boost your brand or generate leads? Whatever your goals, the more data you have, the better informed you’ll be. It can really help you finetune your approach to video content. After all, knowledge is power.


Find out how Viddyoze can help you achieve create videos that help you nail your metrics here.