What Metrics Must a Video Marketer Keep Track of?

Video marketing campaigns are a great way to gain high-value leads for your brand. With a huge number of people around the world watching online videos regularly, video marketing has now become a hot favorite with digital marketers. Let us try to understand what metrics you need to gauge the success of your marketing campaign.

Understanding the KPIs of Video Marketing and Why You Need to Measure Them

KPIs refer to the Key Performance Indicators that are used to measure the performance of your video campaigns. You need to measure the KPIs to track and monitor the success of your marketing strategies and adjust them as required. You can’t just launch a marketing campaign and forget about it. A successful campaign requires testing, adapting, and tracking to meet its goals. This is where the KPIs come in.

Here are the top 5 metrics that you must keep track of to judge the success of your video marketing campaign.

1. View count

View count of a video is the count regarding the number of people who have watched the video. Different platforms measure the view count in different ways.

YouTube: Views are counted when a person intentionally watches a video for over 30 seconds.

Facebook: Views are counted when a viewer watches a video or live video for over 3 seconds.

Instagram: Live videos are counted as soon as a person joins the broadcast. Video views are counted after 3 seconds.

Twitter: Watching a video for 2 seconds is enough to get views on Twitter.

TikTok: Views are counted immediately after a video starts playing on a viewer’s feed.

View count doesn’t affect the bottom line without any additional action. However, in order to reel the viewers in, it is important to make the first 3-30 seconds extremely engaging.

2. Engagement

The likes and comments on a video measure engagement. It helps you understand how many people are taking action after watching your video. You should also pay attention to the kind of comments you get. You can improve your future campaigns by paying attention to the feedback you receive.

3. Play rate

The play rate of your video is one of the most important metrics for the landing pages containing embedded videos. The KPI helps you understand how many people click on the play button to start the video. Scrolling down a feed with auto-play switched on is different from actually clicking on the play button willingly to watch a video. The play rate is calculated by dividing the number of people who clicked play by the total number of visitors on the landing page. Play rate can be increased by designing a thumbnail that grabs attention, adding a human face to the thumbnail and testing the video location on the landing page.

4. Watch time

Watch time refers to the time people have spent watching a video. This KPI is used to understand if the content of your video is being appreciated by the audience. Longer watch times mean people are enjoying your video.

5. Social shares

The main goal of video marketing is getting social shares. This helps expand the audience, boost brand awareness and bring in new leads. Remember that you are likely to generate more shares on social media for the videos that are at the top of the marketing funnel. Aim to create more entertaining, educational or cheeky videos if you are aiming for better brand awareness and social shares.

Conclusion

While video altering and promoting may appear to be overwhelming from the outset, with training and persistence, you can quickly create a top-notch video that is remarkably yours.

With 71% of shoppers observing more video online than they did a year prior, organizations can't easily overlook video's developing fame. Luckily, making unimaginable substances has never been more straightforward!