The 7 Most Important Video Marketing Metrics to Track

Video marketing is everywhere, and you can’t escape it. 91% of consumers say they want to see more video content from brands. Plus, 86% of businesses use video as a marketing tool. This means you’ve got a sea of competition to outshine and video marketing metrics to consider.

With the increasing consumption of video content across various platforms, you need to adapt and create engaging video marketing campaigns. To make sure your video marketing efforts are effective, you need to track the right metrics. 

In this blog post, we’ll show you the seven most important video marketing metrics you need to track. By tracking these metrics, you can maximize the effectiveness of your video content strategy.

View Count: The Foundation of Video Marketing Metrics

View count is the number of times people watched your video. It’s very basic, but it’s important.

If your video has a lot of views, it means people are watching it, which is kind of the whole point. A higher view count generally indicates that your content is resonating with your target audience.

There are a lot of different strategies to increase the view count of your videos. Effective strategies include:

• Thumbnails
• Clickbaiting
• SEO

It’s shocking, but the first thing that viewers actually judge is its thumbnail. So, if you want them to click on your video, try not to make your thumbnail look like it was designed by a sleep-deprived intern. Spend some time on it and use an image that’s related to your content.

You can also use a little bit of clickbait to drive more views. But use it with caution, and never trick people into watching the video. If you say that you’re going to deliver a specific promise on the video, deliver it.

SEO, which stands for search engine optimization, will allow your video to be found by humans. And for that, you’ve got to play nice with search engines. To improve your SEO, start by performing some keyword research. Then, sprinkle those magical words throughout your title, description, and tags.

View count is the first thing you need to look at and these three strategies will help you increase it. However, you shouldn’t rely only on view count to measure your marketing effectiveness. View count alone doesn’t fully picture your video’s performance.

It’s important to combine this metric with others to gain a deeper understanding of your video’s effectiveness.

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Video Marketing Metrics: Watch Time – True Engagement

In this digital age, a person’s attention span is shorter than the attention span of a golden fish. Crazy, right?

Watch time shows you how long people are actually watching your video. So, if you’re getting a lot of watch time, you’re doing something right.

A high watch time indicates that your content is engaging, relevant, and holds the viewer’s attention. A great example of content that gets a lot of attention is TED Talks. That’s because they offer valuable insights in an engaging manner.

Keeping an eye on these video marketing metrics allows you to identify trends in viewer engagement and adjust your content accordingly. None of us likes talking to a wall; your viewers are no exception!

Great ways to get them to engage with your video is by asking questions and seeking their opinions in the comments sections. Polls, quizzes, and interactive elements are also great. Just make sure they’re actually interesting and not annoying.

Click-Through Rate: Are People Doing Something After Watching?

Click-through rate (CTR) is the percentage of viewers who click on a link or button in your video. A high CTR means your video is doing its job and getting people to take action. These actions can include:

• Visiting your website
• Subscribing to your channel
• Making a purchase
• Subscribing to your email list

A great way to improve your CTR is by running A/B tests. A/B testing, also known as split testing, is a data-driven approach to choosing between two options.

First, you need to define the goal of the test and decide what element you’re going to measure. Then, you’ll develop distinct versions of the component being tested, aka version A, and version B.

Then, the platform will show each version for different people in your audience, in a randomized way. In the end, you can compare the performance of each variation, to determine which has produced better results.

Video Marketing Metrics: Social Sharing

You also need to keep an eye on the number of times your video gets shared on social media. Tracking the number of shares your video receives on platforms like Facebook, Twitter, LinkedIn, and other social media networks can provide insights into your content’s shareability and viral potential.

You should always encourage social sharing by making it easy for viewers to share your content with a simple click. Not every video you post will become viral, but keep posting and eventually, you’ll strike gold.

To increase social sharing you can also share your videos on platforms where your target audience hangs out and ask your followers to spread the word.

Another form of taking advantage of social media is by partnering with the cool kids in the block – the influencers. Today, the concept of influencer marketing is becoming very famous. This form of marketing will allow you to get your videos in front of the influencer fans, and maybe some of that influencer magic will rub off on you.

Conversion Rate: Turning Views Into Results

Conversion rate tells you how many people took action after watching your video, like signing up for a newsletter or buying something. If this number is high, congrats – your video is making a difference.

Remember that in the first metric, I told you that view count isn’t a great indicator alone. 

It’s great to get an ego boost with lots of people watching your video…

But what’s better than a viewer watching your video? 

That’s right. A viewer who does something after watching it. 

For that, make sure to always include a call-to-action (CTA) in your videos. The CTA needs to be clear, compelling, and aligned with your marketing goals. But keep in mind that you should never come across as desperate—nobody likes that.

Video Engagement: Assessing Audience Interaction

Video engagement is about the emotional connection your viewers have with your content. Look at likes, dislikes, comments, and playlist additions to see how people feel about your video. If they’re interacting with it, you’re on the right track.

Video engagement can also offer insights and help you identify areas for improvement. For example, a low number of comments may show that your video is failing to encourage audience participation.

To improve your video engagement, you need to keep an eye on your video metrics like a hawk. Use analytics tools to sleuth out how your videos are performing, and then tweak your strategy to make them better.

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Return on Investment: Was the Blood and Sweat Worth It?

Show me the money!

Finally, you need to calculate your return on investment (ROI). It’s done by comparing the cost of making and promoting your video with the money you made from it. If the numbers aren’t adding up, it’s time to get expert help.

Take Your Video Marketing to the Next Level

To get the most out of your video marketing efforts, it’s essential to track the right metrics. By monitoring view count, watch time, click-through rate, social sharing, conversion rate, video engagement, and return on investment, you’ll gain valuable insights into your video content’s performance. With this knowledge, you can optimize your video marketing strategy to deliver better results and increase your business profitability.

If you are ready to transform your business with video marketing, we are here to help. Get in touch with us, and we will let you know how we can help. The time to level up your video marketing is NOW!

As we wrap up, remember this: YouTube ad targeting isn’t just a tool; it’s an opportunity to connect with your ideal customer in a world that’s overflowing with content. Use it wisely, use it creatively, and watch your business thrive. If you’re not sure how to get started and want to get expert help, contact us to request a free quote from us.