The Thousand Solutions Blog

7 Video Metrics to Know in 2021 and Beyond

Oct 26, 2023

The world will be watching three trillion online video minutes each month by the year 2021's close this is about 5 million hours of videos per month, or about 1 million minutes of video every second. It's a pretty big thing. With marketers generating greater video content, important video metrics to measure effectiveness are more crucial than ever before.

This goes beyond total views, and is a way to expand the ways of understanding specifics of viewer experience. In this post I'll go over the most important video metrics you'll want to look into to maximize the performance of your videos.

What are the video metrics?

Video metrics are performance analytics which help you assess and quantify the effectiveness of your videos. This gives you key insight into the overall performance of your video. These metrics often include the average view time and percentage time of people that actually watched your video. Video metrics that are detailed can alter how you have previously assessed the success of your video.

Important videos and metrics to determine the performance

Video is expected to comprise seventy percent of all mobile traffic by 2022. With such a high percentage, filtering success beyond viewing time is crucial. It is important to have more data factors to consider that influence your video strategies. In this article, we'll an examination of the most important metrics to analyze and expose how your viewers perceive your content.

1. View Count

This is by far the most common metric, and it only scratches the surfaces. It tells you the total quantity of the times your video has been played. Your viewers will determine the general reach of the video. If you want to create awareness and then reach an enormous audience, this is the gold benchmark.

What can be misleading when it comes to view count is the way views counted based on which channel(s) that you're using. In the case of one video channel a view could be counted at 3 seconds. However, on another channel, a view is counted for 30 seconds. This is something to be considered especially when using multiple media for video. Here are 3 tips to improve your viewing count:

  1. Upload your video to social media. Utilize a hashtag specifically for the video to distinguish the video as your name. Take the natural route or invest in sponsored social media ads.
  2. Upload your video to emails. If you already are on a mailing list make your video available to create a formal campaign for marketing. Include CTAs to motivate your followers to share the video on their social network.
  3. Engage with influencers who are relevant. Seek relevant influencer partnerships. Invite them to share the video on general blogs or even stories in order to promote your brand's name to their followers.

2. Audience retention

Audience retention is the average percent of the video people watch. When the initial few seconds of your video is weak due to drop-offs of viewers the retention of viewers takes an adversity. To put this metric in numbers let's say you just released a video which is 8 minutes long. If people watch your video for an average of four minutes, your audience Retention on that video is at 50%.

For better retention, kick off your film with a strong hook to draw your viewers into. An effective hook will grab the attention of viewers right away, making people want to watch more. Here are a few examples of the different kinds of hooks perform:

  • Standard Teaser. You've seen this many times, with hooks such as: "And later in this video, I'll teach you how you can lose 10lbs in a week".
  • Sneak Peak Start off. Start your video off by introducing a variety of major events that will be revealed at a certain point later in your video, without giving too much away. Think of how you watch an episode of a television movie or show.
  • Informative upfront value. This is a straightforward catchy hook that's often employed in training videos "In the video, you'll be taught how to create your own candle."

3. Impressions

Video impressions occur when an image appears in a user's browser, usually as an advertisement. Sometimes, they're not measured by actions and can be determined by a visitor just watching the video's display.

If your goal is to make use of your video for an ad campaign, then you'll need to be aware of the impression metrics. Here are some basic ways you can analyze these metrics measure the performance of your video ads:

  • Review the number of times a pay-per-click video ad has appeared in search results
  • Find out how frequently a video ad appears on social media
  • Review metric information using third-party sites like Pinterest and Google.

4. Click through rate (CTR)

We typically consider email marketing when we hear the term click-through rate (CTR). But in the case of video content, CTR is the percentage of viewers that click on the call-to-action button included in the video's contents.

The video's CTR will give the viewer a direct evidence of how effective your video has been in enticing viewers to take action. Your call-to-action should then be relevant to the content in terms of tone, subject, look and feel. If your call-to-action isn't in the norm, it will not get a positive response from your viewers. Here are some ways to best use CTRs within your video content:

  • Create and position your CTA. Make it visually attractive, so it pops out. It's possible to even put the CTA on different locations in the video. Once you have made enough adjustments, stick to what you like best.
  • Focus on engaging first. If your analytics show drop offs prior to seeing the CTA the other tasks need to be completed on the content.
  • Write compelling CTA copy. The copy should relate to your video's subject matter. What you don't want to do is to confuse your audience.

5. Play at a high

If you want a certain percentage of your target audience to hit play for your video, the play rates are the most important metric that you can use to determine the quality of your video. Play rates are the percentage of visitors to your site who hit play before they began watching your video.

This measure is a great measure of how relevant your content on video is the location where it's placed, and how successful in entices viewers to view it. Marketo analyzes play-time using a simple formula:

 Play rate =  percent of people who clicked on and watched the video, divided by % of total number of visitors who visited the landing page.

6. Engagement Rate

Engagement metrics are generally the most sought-after and essential to gauge. They are where you will get know how powerful the video is. The rate is based on the average view time and the percent of your content that people actually watch. Here is another formula that calculates engagement rates:

  • Engagement rate = Total watch duration/number of videos played ( with replays)
  • Meet your audience's expectations. If a viewer expects to be educated or watched an instructional video but instead is being pitched to, odds are they'll leave.
  • Get rid of the excess. Keep your video content simple and concise.
  • Identify peak engagement points. If there are commonalities as to when views skip or cease to watch, determine the reasons for this and make changes. c

If engagement levels are low initially, don't beat yourself up for the fact that it's not your fault. Always keep in mind that the main purpose behind the video, above all else to improve over time.

7. Average duration of views and the finish time

Let's not forget the duration of your average viewing. The metric measures the total duration of the video's watch divided by the total amount of plays that the video has, including replays. The metric measures the ability of your video to hold the attention of viewers for the duration of the film. It is usually reported as the "watch time" report from the video software and comes with precise time timestamps.

Key YouTube metrics to know

YouTube is the second most used search engine around the globe after Google. What YouTube's metrics for videoshine is when it comes to insights into the audience, views as well as click-through rate. This article will provide insight into why these metrics are essential to the smart youtube user.

  • Youtube offers a detailed report on audience to determine the demographic details of your viewers. Utilize this data as a starting point to create and improve your videos.
  • A record of the impression is made each when someone views the thumbnail of your video. It is important to ensure that the thumbnail is eye-catching and relevant to your video content.
  • If there's a large number of clicks that's an excellent indication that your thumbnail and keywords work. In the best case scenario, make it a habit to review for similarities from previous videos to see what they have in common. This will help you determine the things that are working and what's not.

Important metrics to consider

  • Advanced video analytics can help you discern the behaviour of your viewers at any location and what devices they're using to stream.
  • Dive deep into your analytics to learn the ways your videos are found.

Lead generation through video Set KPIs

  • Play Rate Target Determine the play rate that is successful is for your video. If you use more than one video platform, be aware that different platforms calculate different plat rates.
  • Conversion goal: This is the percentage of viewers that become customers. This is sometimes difficult to quantify, however in the case of including videos on your landing page A/B testing CTA's can improve click-through rates, so you'll have a better idea as to the most effective. If users are engaging with your content, they have a greater probability of becoming customers.

The social media video metrics are important to consider

Video and social media have a lot in common. The metrics of video analytics on social media go beyond comments and likes. Similar to any other measurement, you have to be aware of what is effective to build your brand. Always think about what you are trying to accomplish with the video on social media. Below are key social metrics to be familiar with:

  • Reach of the Audience:Reach measures how many viewers your film was viewed to. It is the only way to determine the amount of viewers. Although a big audience can be beneficial but it only is effective when you evaluate it against similar metrics.
  • number of followers:Keep a close eye on your followers when releasing videos. Inspire your followers to share, follow, like and comment on the content. Influence from social media can spread in a blaze of fire and sharing your contents will boost your algorithmic rankings. This leads to the growth of your followers. If you're not seeing growth every time you upload a new video, then a shift of content may be required.
  • Engagement:This is a huge number. It is a measure of the volume of social engagement about your content and brand. Are people having conversations about your content? Do they share your content as well as re-tweeting or commenting? Think about your objectives using social media in relation to interaction. Determine the balance between generating interactivity and sharing video content.

Wrapping up

We've got a lot of information in our possession. There's never been a better time to understand and measure the impact of video. The variety and kinds of metrics are confusing, it is important to stay only to what's important to you. It's not necessary to use each metric, but remain open to results.