If you’re looking for an effective way to increase traffic and boost conversions using your videos, then you definitely need to understand your video marketing campaign analytics.
That is why trial and error is a general practice here. You have to be able to do adjustments and or improvements based on the result of your metrics or analytics.
BUT WHAT ARE THE THINGS I SHOULD BE PAYING ATTENTION TO WITH MY VIDEO MARKETING ANALYTICS?
Well, we have them covered for you!
Engagement rate
The engagement rate means any interaction someone has created with your video. This includes the watch time of your video.
Did they watch the first 5 minutes only, until the middle or did they actually finish your entire video?
This rate should give you a suggestion of the quality and value of your message, your creativity, and if your video is super long for your audience or just about right.
Play rate
The number of people who played to watch your video. This is critical because it provides you an impression of how your video performs on specific websites or social media platforms.
Play rate gives you an idea about your audience and your video itself. Your thumbnail, copy, and also the size of your video can influence your play rate.
View count
View count is the data telling you how many times a video has been played and watched. Now, different platforms have a varying length as to when it is counted as watched. For example in Youtube, it is only tagged as ‘watched’ when it has been played for 30 seconds while only 3 seconds on Facebook.
It is essential that you understand how your viewers from different platforms interact with your videos as this will help you plan for better contents in the future.
Social Sharing
Social sharing measures how many time your video has been shared across different platforms.
Remember, people only share something they find valuable and something that resonates to them, so if you are getting more shares that means you are doing a good job at connecting to your audience.
Comments
Although comments you receive from videos are not technically part of the metrics but it is something worth your attention.
If you are getting a lot of comments, take time to respond to each of them and see if they are positive or negative. Then, take each as a consideration when planning for your next video contents.