7 Key Metrics For Evaluating Web Video Performance
Web videos stand as one of the primary ingredients for business success. They have the unique ability to captivate, engage, and tell a story in a way that no other digital medium can. But creating awesome videos is just the first step. The real question is — are they achieving results?
Enter video metrics — the not-so-secret weapon to measuring your success. Video metrics or key performance indicators (KPIs) are quantifiable figures that provide insights into your video’s performance. They are your primary means of conducting content analysis, showing how well a video hits its targeted goals.
Whether you’re looking to ramp up brand visibility, pull in crowds to your website, or increase product sales, here are seven key video metrics that will tell you if your videos are working.
Number of Views
View count provides a basic measure of how many people have clicked on your video and viewed it, but it doesn’t necessarily reflect its overall success. A high view count may be satisfying, but it only shows initial viewer interest, while a low one may suggest problems with promotion or content that needs revising.
Different social media platforms employ varying methods to measure view counts. For example, on YouTube, a view is typically counted after 30 seconds of watch time, while Instagram considers a video viewed after 3 seconds or more. These distinctions in measurement highlight the need for content creators and advertisers to be aware of platform-specific metrics when evaluating the success and reach of their videos.
Play Rate
Play rate is the percentage of viewers who click the ‘play’ button on a video. This KPI provides profound insights into the initial appeal of your content. To calculate the play rate, simply divide the number of plays by the total impressions (the number of times the content has been displayed) and multiply by 100. If your play rate is lacking, it may be time to reconsider the thumbnail or title of your video. A compelling thumbnail and title can significantly increase your video’s play rate by attracting more viewers.
Audience Engagement
Audience engagement is an important performance metric as it indicates how well the content of your video resonates with viewers. This can be measured using metrics like views, likes, shares, and comments. High numbers of these metrics indicate a significant impact on the audience, while shares and comments give further insight into content reception. Are the comments positive or negative? Knowing that can help you make important decisions in your next campaign.
Watch Time
Watch time represents the total time viewers spend watching a video and is an essential KPI for gauging viewer interest and engagement. High watch time indicates engaging content that holds attention throughout. To improve low watch time, create compelling content that aligns with your audience’s interests, use analytics to understand viewing patterns and adjust your content accordingly. For example, if people usually watch only 45 seconds of your 60-second videos, you might want to cut them down by 15 seconds to match your audience’s preferences.
Social Sharing Metrics
Social sharing metrics measure how frequently your video gets shared on social media platforms. The more shares, the better! These metrics gauge views and reflect the audience’s enthusiasm for circulating your content. Monitor social media share buttons and track likes, retweets, shares, and other engagement indicators. As these numbers rise, it’s a clear sign that your video is making waves.
Conversion Rate
Conversion rate is the percentage of viewers who not only watch the video but also take the desired action, be it subscribing to the channel, making a purchase, or clicking a link. The calculation is straightforward: divide the number of individuals who completed the desired action by the total number of viewers and multiply the result by 100 to get the percentage.
A high conversion rate indicates that your video is successfully nudging folks in the right direction. In contrast, a lower rate might signal the need to tweak your video content or call to action to boost engagement and desired outcomes.
To Summarise
Assessing the performance of your web video is crucial for a successful video marketing strategy. This requires the evaluation of numerous metrics, including views, shares, engagement rates and click-through rates. However, the process doesn’t stop there. It’s ongoing and demands regular testing, adjusting, and learning to enhance your brand’s video performance. Therefore, always monitor your metrics, adjust your strategy, and, above all, keep learning!
Ready to harness web video for your business? Get in touch with Pickle Pictures today and let our professional video creators assist you in crafting captivating web videos. Reach out to us at 1300 581 225 for a free consultation. We can’t wait to work with you!