Conventional wisdom tells us that views, especially three-seconds ones, are a vanity metric. But Facebook tracks them for a good reason.
In 2016, they analyzed their users’ video consumption data and discovered that 45% of people who watch the first three seconds of a video will keep watching it for at least 30 seconds.
Facebook’s study suggests that views are a good indicator of how well your video’s hook performed. But view count, as a metric, also has drawbacks, like not being able to tell you who your audience is or whether your video resonates with them.
That’s why we created this list of video marketing metrics that shed light on the things your boss actually cares about — like how much your audience engages with your video, conversion rates, and how video affects your website’s performance.
Which Metrics are Brands Tracking?
We surveyed over 500 global video marketers to find out what metrics they believe are important in measuring a video’s success. Each respondent could select more than once answer, and in our survey we found the following metrics were mentioned as being important:
- Engagement (60%)
- Conversion rate (56%)
- View count (53%)
- Click-through rate (52%)
- Follower/subscriber growth (52%)
- Average view duration (50%)
Engagement is one of the most important factors in boosting your video’s organic reach — if a video resonates well with part of your audience, then it’ll likely resonate with the rest of it
Engagement provides marketers with valuable qualitative data too. Comments can show you the emotional effect your video had on your viewers. Do they seem inspired? Or are they angry you covered a controversial topic? This data can help you decide which video topics to focus on in the future.
Social shares can paint a clearer picture of your audience’s brand affinity and loyalty. This metric measures how much your audience values your content and brand. It also builds your brand’s credibility. Since people share content that confirms their ideal self-persona, people who share your video are willing to show their community that they trust and support your brand.
Social sharing is also one of the best forms of word-of-mouth marketing.
2. Conversion Rate
Your video’s conversion rate measures how well your video persuaded viewers to convert into a lead or a customer. You should test whether videos increase or decrease your landing or product pages’ conversion rates. If they do, this means video does a better job of conveying information and evoking excitement in your prospects than text does.
3. View Count
One would think that a view is counted anytime your video is watched on any device, but different platforms have different ways of measuring view counts. For example, YouTube counts a view if the platform confirms the video was played by a human on one device.
This means someone can’t refresh their page multiple times to raise their view count.
On TikTok, however, the moment your video starts to play, it’s counted as a view. No confirmation necessary.
38% video marketers reported their video content averages under 10,000 views, while 16% said their videos average under 1,000 views —according to our survey. We also found 84% average under 100,000 views per video.
4. Click-Through Rate
Click-through rate measures how well your video encourages viewers to take a desired action. If your CTR is low, consider altering the placement of your call-to-action in your video. Audience retention graphs show that most people don’t watch videos all the way through, so you could place your CTA at the beginning or middle of your video. Or you could also make your video more engaging so more viewers reach the CTA at the end of your video.
Leaving your CTA at the end could produce more clicks than moving it to the middle or beginning because viewers who watch your video all the way through are more likely to take action than someone who just clicked play.