Video Metrics That Matter

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Congratulations! You’re the proud owner of some fabulous video content! Now it’s time to put it to work. We’ve already written extensively about the automatic benefits of video in 2014, but this time around we want to take it one step further and give you a list of actionable tips on how you can use video metrics to actively benefit from your production.

As a marketer, proving real content marketing ROI backed by hard data is somewhat of an elusive task. In fact, in 2013, 71% of marketers were unable to deliver satisfactory metrics or reporting to demonstrate clear ROI. This is because it’s almost impossible to track exact engagement levels with syndicated content.

This is where video content kills two birds with one stone. First off, an average of 80% of website visitors watch your homepage video. Second of all, it’s one of the most measurable content media forms! Because it’s hosted and played online, you can track and leverage every second of your audience’s video engagement.

Another perk? Unlike posts on other social media platforms like Facebook and Twitter, YouTube videos have a much longer shelf life — In fact, for the average YouTube video up to 30% of views come between weeks 12 and 52, which gives you loads of time to play around with your content and display.

A short list of do’s and don’ts to keep in mind when using video metrics:

Don’t…

  • Make decisions based on vanity video metrics like views and likes. These metrics are so called because, while a few hundred views are a nice ego boost, without proof of engagement it’s really just a lot of hot air.
  • Leave your thumbnails and titles untested. With so many options and a severe impact on view rates, it’s imperative that you test these constantly to achieve the right combination.
  • Set it and forget it. Would you buy a nice knife set and leave it to rust in a cupboard? Make your video work for you by keeping it sharp and well-maintained!

 

Do…

 

  • Measure attention span

 

 

A video marketing platform lets you track and monitor attention span throughout a video, to determine if your video is engaging from end-to-end. If you see that viewership has a steep drop off 10 seconds in, you may want to consider a punchier beginning to your video — maybe a snappy one-liner.

 

  • Check location

 

 

Where are your videos being watched? If your landing page is getting a lot of action from another country, consider translating your explainer or leading some market research in that area of the world.

 

  • Track rewatches

 

 

Rewatches are a vital source of information that only your video content can really tell you about — so it’s important to capitalize on this opportunity and jump on the hot leads that are watching your product and demo videos twice, even three times! Set up a pipeline with your sales team so that you can assign a higher lead score to those who have watched your content multiple times, and they can build super-targeted email lists with selective content that might just seal the deal.

 

  • Monitor play rate

 

 

If a video has a low play rate, chances are a simple reposition, rename or new thumbnail image might be the trick to getting it up and running again. Check out 4 clever ways to get people watching your explainer video for more ideas on how to create enticing content around your explainer.

 

  • Record video engagement data

 

 

Connect your videos to your CRM system to see which clip is driving the most traffic to your site. With this information you can go ahead and pinpoint what is the most effective in this video, how to replicate it, and repeat what works in this video to that effect.

Do you measure different video metrics on your videos? If so, what are they and how do you use your collected insights to optimize your content?

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