How to Measure Your Video Analytics Like a Pro
Digital marketers are all about getting their video analytics right.
For any marketing campaign to be successful, it is essential to create a video that performs well on the analytics. More than 50% of digital marketers believe that great promotional videos deliver the highest ROI and great leads to engage with a business.
After you invest time and money into creating impressive video content, you need to start measuring the success. If you can understand what these video analytics mean, then you can get a better understanding of lead generation, sales, and brand value.
Why Your Business Needs Video Analytics
The digital market is oversaturated right now. To set your content apart from everybody else, it is time to focus on personalised or custom video content. Here are 5 simple ways to start using your business for growth.
Video analytics can tell you whether your current marketing strategy is beneficial for the business or not. It gives you all the data you need to interpret quantifiable results. Once you have this information, you can use it as part of your marketing strategy to make better decisions.
Key Metrics to Track for Video Analytics
If you start searching for the right video analytics on Google, you might be overwhelmed by the amount of information available.
Thankfully, you don’t need to use every single video metric that you come across. Instead, you can filter these out and only use the ones that provide real value to your business.
When you start focusing on the right metrics and relate them with your business objectives, you can easily piece together every part of successful video marketing. Here are some of the top metrics to track for video analytics:
1. Number of Views
When you post a video on Facebook or Instagram, you can see the number of times your video has been watched by someone.
Remember that this is just a raw score of how many times the video has been played. In some cases, your audience might not have watched the whole video or even clicked on it by accident.
The only useful information you can get from this metric is your reach. If your videos have a high number of views, then you can deduce that your social media content is being shown to a wide online audience. This way, you can leverage this information into creating content that would be attractive for your audience.
2. Number of Impressions
Impressions is a little similar to views when it comes to video analytics. This number represents the amount of times your video is displayed on a user’s browser or app. Every time someone sees your video on their feed, it will be counted as an impression.
You can use this video metric to determine the number of people who can see your content on their feeds or browsers. If you have low impressions, then no matter how attractive your promo video is, the target audience just isn’t seeing it.
Engagement is one of the most important video analytics that you should focus on. Instead of just watching your video, engagement represents the likes, comments, and shares on your content.
As a business or a marketer, you should focus on getting higher engagement for your social media accounts. High engagement rates show that your content is resonating with the target audience and tells you which type of videos your audience likes to watch.
4. Average View Duration
This video metric gives you the information you need to alter your marketing strategy effectively. Average view duration tells you how long the typical viewer watches your video before scrolling away.
If your 60-second videos only have a 20-second average view duration, then you might need to make shorter videos in the future. By altering your content according to this metric, you can appeal to the audience better.
5. Average Completion Rate
Is your target audience watching your entire video? This metric can represent whether your videos are appealing enough to hold the audiences’ attention.
If you have a low average completion rate, then it might be time to try a new marketing strategy. Perhaps your videos are too boring or monotonous for the viewers. In that case, try taking a new approach to video marketing and experimenting with other types of videos.
Re-watches are the number of times your audience replays your video. As a digital marketer, you should aim to use this video metric as effectively as possible. An ideal situation would be to create content that your audience wants to watch over and over again.
Typically, attractive and eye-catching promo videos get the highest number of re-watches. Other types of videos that score high include informational videos, how-to videos, or explainer videos on how to use your product.
Look at the videos that have the highest number of re-watches and try to create more video content on those topics. This way, your overall engagement rate can also rise significantly.
7. Click-Through Rate
The click-through rate tells you how many times your audience took action after watching a video. Having a low CTR means that you might need to consider changing the CTA placement in your video.
If you are trying to get customers to purchase the product, then you can place the CTA at the end of the promo video. If you want to redirect them to your website, then you can add a ‘learn more’ CTA anywhere in the video.
8. Viewer Demographics
These video analytics include top locations and age groups of your target audience. With this information, you can create the right buyer persona and appeal to them effectively.
If your videos are being viewed by the young adult female population in your country, then you can create more content that they resonate with. If you want to increase your brand awareness internationally, then these video analytics can tell you which potential locations to target.
9. Peak Live Viewers
Facebook and Instagram both have a Live feature where you can speak to your audience in real-time. If you opt for live videos frequently, then you can use these video analytics to view the highest number of viewers.
Compare the data across various live videos to determine which time of the day your audience is more likely to stream your video. In the future, you can make it a strategy to only go live on Facebook or Instagram during those hours.
10. Bounce Rate
This video metric tells you the percentage of people who watch your video but leave it without exploring your account.
Having a high bounce rate means that your current video strategy is not effective enough to retain users’ attention. Try making more attractive video content that leads your audience to your account and encourages them to make a purchase.