Common wisdom tells us that views, especially three-second ones, are a measure of vanity. But Facebook follows them for a good reason.
In 2016, they analyzed data on the consumption of their users ’videos and found that 45% of people who watch the first three seconds of a video will watch it for at least 30 seconds.
A Facebook study shows that views are a good indicator of how successful your video hook is. But the number of views as a metric also has drawbacks, such as not being able to tell you who your audience is or whether your video matches them.
So we created this list video marketing metrics that highlight things your boss actually cares about – such as how much your audience is engaging with your video, conversion rates, and how the video affects the performance of your site.
What metrics follow brands?
We surveyed more than 500 global video marketers to determine which metrics they believe are important in measuring video success. Each respondent was able to choose several answers, and in our survey we found that the following measurements were mentioned as important:
- Engagement (60%)
- Conversion rate (56%)
- Number of views (53%)
- Clickthrough rate (52%)
- Growth of followers / subscribers (52%)
- Average viewing time (50%)
Commitment is one of the most important factors in increasing the organic reach of your video – if the video resonates well with the work of your audience, it will probably resonate with the rest.
Engagement also provides marketers with valuable qualitative data. Comments can show you the emotional impact your video has had on viewers. Do they seem inspired? Or are they angry that you were dealing with a controversial topic? This information can help you decide which video topics to focus on in the future.
Sharing on social media can show a clearer picture of your audience’s affinity and brand loyalty. This metric measures how much your audience values your content and brand. It also builds the credibility of your brand. Because people share content that affirms their ideal personalitypeople who share your video are willing to show their community that they trust and support your brand.
Sharing on social media is also one of the best forms of word of mouth marketing.
2. Conversion rate
Your video’s conversion rate measures how well your video has convinced viewers to convert to a potential customer or client. Test whether videos increase or decrease the conversion rates of your landing pages or product pages. If they do, it means that the video conveys information better and excites your potential customers than the text.
3. Number of views
One would think that viewing counts every time your video is viewed on any device, but different platforms have different ways of measuring views. YouTube, for example, counts viewing if the platform confirms that the video was played by a human on one device.
This means that someone cannot refresh their page multiple times to increase the number of views.
In TikTok, however, the moment your video starts playing, it counts as viewing. No confirmation required.
38% of video marketers reported that their video content had an average of less than 10,000 views, and 16% said that their videos had an average of less than 1,000 views – according to our research. We also found an average of 84% below 100,000 views per video.
4. Clickthrough rate
The clickthrough rate measures how well your video encourages viewers to take action. If your CTR is low, consider changing the placement of your video action call. Audience retention graphs show that most people don’t watch videos to the end, so you can place your CTA at the beginning or middle of the video. But you can also make your video more appealing by getting more viewers to reach the CTA at the end of your video.
Leaving your CTA at the end could generate more clicks than moving it to the middle or start, because viewers who watch your video to the end are more likely to act like someone who just clicked play.
5. Growth of followers / subscribers
Growing followers / subscribers can be a great measure of a video’s performance, as it shows that your video is reaching a new audience and attracting people to your brand. You can also see what kind of audience your video attracts, which can help you create a customer personality and create better quality content that is tailored to your audience.
6. Average duration of the tour
Average viewing time is the total viewing time of your video divided by the total number of video plays, including replays. It measures how long viewers watch your video on average. Average viewing duration is a strong metric, as it reveals your audience’s video length setting. For example, if your 45-second videos continue to receive an average 30-second viewing time, you may want to reduce those videos by 15 seconds.
Performance criteria for video marketing
Different types of videos have different performance criteria. Here are some of the types of videos and benchmarks we found related to them:
According to our research, short form videos are the leaders in use by 58% and have the highest return on investment, potential creation and engagement. With the rise of tools and platforms for short video formats like Instagram Reels and TikTok, it’s no surprise that in 2022, short videos will be used for the first time more than any other format.
83% of marketers say the optimal length of a short marketing video is less than 60 seconds. Our research also shows that 41% of short marketing videos have an average viewing percentage of between 61-80%, and almost half of short-form marketing videos have a CTR of between 5-8%.
A long video is any video longer than three minutes. These videos rank second in terms of usage, return on investment, potential building, and collaboration. For the first time in 2022, marketers will also make significant use of long-form videos and expect investment to increase.
We found that the optimal length of a long marketing video is three to six minutes. Our research also found that 38% of long-term marketing videos have an average viewing percentage of 41-60%, and 57% of long-term marketing videos have a CTR of between 5-8%.
Live video and live streams
35% of marketers plan to take advantage of live videos / live streams for the first time in 2022, and the optimal length of live video / live streams is between 51% and nine minutes, according to 51% of video marketers. We also found that 39% of live videos / streams have an average viewing percentage of 41-60%.
As video sharing platforms see an increase in popularity, video marketing will only be more important to the success of your brand. Now that you know the metrics that most marketers – including your competitors – measure, you’ll be able to make sensible decisions for your next video marketing campaign.