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Little Big

5 video-marketing metrics you should be measuring

A content strategy without follow-up analytics is basically a shout into the void – you can’t improve what you can’t measure, right?  But not all analytics are created equal. If you’ve simply been looking at your view count up until now, then you’re missing 90% of the picture. Take the below metrics for a spin to see what’s working – and what isn’t. 

 

  1. Play rate

This is a ratio of how many people actively watched your video, versus those who were merely exposed to it. Let’s say you targeted 500 people with your Facebook ad. You may have 500 impressions, but if all they did was scroll on by after two seconds of autoplay, it’s not really a great metric for the success of your content. On the other hand, if you know that 100 of them clicked through and actively watched, that’s a play rate of 20%, which is considered reasonable.  If your play rate is on the low side, experiment with your opening image (social platforms) or thumbnail (on YouTube). 

 

  1. Shares, comments, likes and reactions

These  are akin to word-of-mouth marketing, and worth keeping an eye on. In fact, Facebook has said that 48% of watch time on its platform stems from shared videos. That means your video has more chance of being seen if it evokes enough of an emotional reaction (including humour) for someone to share it with their friends and followers. 

 

  1. Completion rate / watch time

In a perfect world, everyone would watch your video baby right through to its punchy end. But we live on Earth in 2020, so … yeah. Tracking watch times shows you where in a video your users usually drop off. This can help you tailor the length of future videos according to your audience’s attention span, or adjust content that seems to be turning viewers off.

 

  1. Clickthrough rate

Good video content includes a call to action. Where you place that CTA depends on your viewers’ watch-time trends, as well as what makes sense in terms of the video’s content. Your clickthrough rate assesses how many people who watched your content were compelled to take further action for your brand. To assess clickthrough rate, divide the number of CTA clicks by the total number of plays. 

 

  1. Conversion rate / ROI

Figure out how much you spent producing and distributing your video, including production costs, social tools, ad spend and so on. Then work out how many direct sales or qualified leads it generated. This spend-to-gain ratio will show you the return on your investment. (Just remember, a poor ROI doesn’t mean video marketing isn’t worthwhile, only that you need to tweak your strategy.) 

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