Top 6 Video Marketing Metrics Your Boss Actually Cares About

Typical knowledge may inform you that video views are an arrogance metric, however I feel they’re truly indicator of how nicely your video, particularly its hook, carried out. 

I additionally assume that view depend, as a metric, has its drawbacks, like being unable to inform you who your viewers is or whether or not your video resonates with them. 

That’s why I created this listing of essential video marketing metrics to trace, in line with knowledge from the Video Advertising Survey I just lately ran. Let’s dive in. 

Which metrics are manufacturers monitoring?

In accordance with video entrepreneurs, these are crucial video engagement metrics to trace with a purpose to measure the efficiency of video content material:

• Engagement (43%)
• Watch time (39%)
• View depend (32%)
• Viewers retention (27%)
• Follower/subscriber progress (25%)
• Common view length (22%)

1. Engagement

Engagement (likes, feedback, and so on.) is essentially the most tracked video advertising and marketing metric and crucial video advertising and marketing metric to trace.

This is smart to me: it’s some of the essential elements in boosting your video’s natural attain. If a video resonates nicely with a part of your viewers, it’ll probably resonate with the remaining. 

Adriane Grunenberg, HubSpot Automation & Digital Analytics Knowledgeable, says that engagement fee is crucial metric as a result of “A excessive one [engagement rate] signifies that your content material is related and interesting, which might result in elevated natural attain as viewers usually tend to share and talk about the video.” 

I’ve discovered that engagement additionally supplies entrepreneurs with useful quantitative knowledge. Feedback can present you the emotional impact your video has in your viewers. Do they appear impressed? Or are they offended you coated a controversial subject? This knowledge may help you resolve which video matters to give attention to sooner or later.

Social shares can paint a clearer image of your viewers’s model affinity and loyalty. This metric measures how a lot your viewers values your content material and model. It additionally builds your model’s credibility.

Since people share content that confirms their ideal self-persona, individuals who share your video are keen to point out their group that they belief and assist your model.

Social sharing can also be among the finest types of word-of-mouth advertising and marketing.

2. Watch Time

Watch time is the second most essential metric, and it clearly explains how a lot time individuals truly spend watching your movies. 

For instance, if the common watch time on your 3-minute video is 2 minutes, the common viewer is sitting by means of almost all of it, probably as a result of they’re concerned about its content material. 

Then again, if the view time would common out at 30 seconds, your video doesn’t efficiently draw individuals in or hold them . That is precisely what Michelle Tabor, Options Engineer at Lynton, advised me: “View time is a prime indicator of if my content material is boring or not.”

3. View Depend

It appears logical that your view counts would improve any single time your video is watched on any machine, proper? 

That’s often not the case, and completely different platforms even have alternative ways of measuring view counts.

For instance, YouTube counts a view as a video being played by one person on one device. If that particular person refreshes the web page, their watch time nonetheless counts underneath that one authentic view.

On TikTok, nevertheless, views go up each time a video begins to play. 

So, what’s benchmark for the quantity of views your advertising and marketing movies ought to get? Most entrepreneurs (45%) responding to the current Video Advertising Survey I ran say their views common underneath 10,000 views, whereas 16% say their movies common underneath 1K views.

I additionally discovered that 82% common underneath 100,000 views per video.

5. Follower/Subscriber Progress

Follower/subscriber progress may be a wonderful measure of a video’s efficiency as a result of it reveals that your video is reaching new audiences and attracting individuals to your model.

It’s also possible to see what sort of viewers your video attracts, which may help you create a purchaser persona and create extra high quality content material tailor-made to your viewers.

6. Common View Length

Common view length is the overall watch time of your video divided by the overall variety of video performs, together with replays. It measures how lengthy your viewers watch your video, on common.

Common view length is a strong metric that reveals your viewers’s video size desire. As an example, in case your 45-second movies hold getting a 30-second common view length, you may need to lower these movies down by 15 seconds.

Benchmarks for Video Advertising

Totally different sorts of movies have completely different benchmarks. Listed here are a number of video sorts and the benchmarks we discovered related to them:

1. Quick-form Movies

Quick-form video is the most well-liked format amongst survey respondents — 83% use it. It has the very best ROI, generates essentially the most engagement, and drives essentially the most leads. This doesn’t shock me, contemplating the rise of short-form video instruments and platforms like Instagram Reels and TikTok. 

82% of entrepreneurs say the optimum size of a short-form advertising and marketing video is underneath 60 seconds. Most say the optimum size is between 21-30 seconds. 

2. Lengthy-form Movies

Lengthy-form video is broadly thought of to be any video longer than three minutes. This format ranks second concerning utilization, ROI, lead gen, and engagement.

I discovered that the optimum size for a long-form advertising and marketing video is three to 6 minutes (36%). 31% of respondents say it ought to be longer than 10 minutes. 

Professional tip: Whatever the video format you utilize, HubSpot’s Clip Creator is an AI-powered video maker that can assist streamline your course of.

You merely reply a number of fundamental questions on your video to offer the instrument a way of what you need to create, select a video template, after which sit again because it makes use of AI to generate the clip you’re in search of. 

Over to You

As video-sharing platforms proceed to develop, video advertising and marketing will solely grow to be extra essential to your model’s success. Now that you realize the metrics that the majority entrepreneurs — together with your rivals — are measuring, you can also make sound choices on your subsequent video advertising and marketing marketing campaign.