Online Video Analytics
There’s a widely common question ever since we bring up the digital video analytics and the fact that it’s developing and dominating the market. Since we’re giving you, dearest readers, our ultimate guide about videos, we thought it’s better to answer all your questions regarding online video analytics, insights, and metrics.
If you have inquiries still unanswered, don’t hesitate to post them in the comments below, we love to hear from you… psst, we’re also conducting a free Ebook on the matter (don’t tell anyone yet!) so it’d be great if you can help us optimize the content according to the information you need!
Q1 What is Online Video Analytics?
Analytics: it’s the systematic computation of data or statistics resulting in actionable information.
Online video analytics is the information resulting from analyzing statistical data of online videos, as in, number of views, engagement rates, and other sorts of human interactions – in other words: online video analytics is the measurement of performance of online published videos.
Online videos performance is indicated by major key factors associated with each platform those videos are published on AND also associated with the key goals of the publisher – called KPIs or key performance indicators.
The goal behind measuring or analyzing online videos is to understand how well the content/video had an impact on the targeted audience. Accordingly, there must be some sort of optimization to the content or distribution of these videos so that video analytics is efficient.
Which is why we’re determined to provide actionable insights and optimization recommendations to our users at Mintrics.
Q2 Why Social Video Analytics?
Brands know the value of video marketing, that’s why they’re always on the lookout for creative agencies to provide them with video advertising to shoot their brand awareness through the roof or crafting a compelling explainer video that converts.
However, after creating the video and distributing it to the appropriate channels, can you justify the effort and money spent? If the client asked for the ROI from the video, can you provide a credential answer that’ll maintain their trust in your services?
“The only way to retain your clients will be by showing them results, and you can do that using video analytics.”
Therefore, we will go through Facebook and Youtube video analytics and how to make the most of them to enhance your videos distribution and validate the effectiveness of your video campaigns.
We will also discuss how to combine all your results in comprehensive social video analytics, like Mintrics, and how to use the unique metrics provided in the tool to get advanced scores across various social channels.
- Facebook Video Analytics
- YouTube Video Analytics
- Mintrics Analytic Dashboard
Facebook Video Analytics
As a matter of fact, there are +100 million hours watched and +8 billion views per day on Facebook, which made the social platform a prime target for brands. With these numbers, Facebook had to provide its own set of video insights, split into five categories:
- Minutes viewed
- Video views
- 10-second views
- Video average watch time
- Audience and engagement
1# Minutes viewed
This metrics displays the total minutes viewed for a video, and it was one of the most requested features by publishers on Facebook.
That’s because it’s an indicator of the time your audience has spent receiving the brand’s message.
You can also view the minutes viewed you earned organically and the ones you earned by promoting your content, as well as the viewed minutes of the video on the page vs. on video shares.
2# Video views
The views count on Facebook has caused a lot of controversies, and that’s because they count a view as anyone who watched merely 3-seconds of a video.
This metric is a vanity metric but still very important as it shows how many people have your message reached.
In addition to comparing performance between organic vs. promoted, you can also see the numbers of views with sound on vs sound off- which is an important metric our mintrics meter takes into consideration.
If your video relies on audio while most of your audience play the video without sound, half your effort will be down the drain. So pay careful attention to this metric.
3# 10-second views
After the controversy with their 3-seconds views, Facebook introduced 10-seconds views which better reflects the number of views since most of the 3-seconds views can happen while the user is scrolling and directly looking at the screen.
4# Video average watch time
One of the key metrics in Facebook video analytics. When you know your average watch time, you can determine the best place to deliver the brand’s message in the video.
This metric also contains a video retention rate. This shows how engaging your video is to your audience and at which points do they stop watching your videos.
You should also pay attention to the click-to-play number, if it’s very low, consider changing the post’s caption and pick a different thumbnail for the video.
Pro tip: Removing long or boring intros can help with the initial drop in retention rate at the beginning of the video.
5# Audience and engagement
Here’s where you get to know your audience. You start by knowing how many people have your video reached, their age, location, and gender.
This will greatly help brands in developing personalized videos specifically tailored to their audience.
You can also see the number of unique viewers that have seen your video and the total number of engagement (reactions, comments, and shares) your video got.
6# Audience retention
Here you can see who stopped to watch your video while it played automatically against who actually clicked to play it.
Like this information? Wait for online video analytics part 2 – Youtube. Subscribe or comment to get notified once it’s published!
Mintrics Analytics Dashboard
As a bonus to having most of the major metrics that we mentioned earlier in our video analytical dashboard. We also have a set of unique metrics developed specially to make social video analysis much easier.
These metrics include the Mintrics Meter:
What is a Mintrics Score/Meter?
Mintrics Score/Meter is an advanced statistical algorithm that helps you read through the most vital metrics of video benchmarking. It scores your video out of 10, taking into consideration all the important metrics – explained below.
In other words, it aggregates the following metrics to give you an all-in-one metric that makes it easy to understand your video’s performance from just one glance.
Mintrics meter aggregates the number of people your video has reached and combines it with all other scores, with a little AI math, it tells you how exactly your video performed among other videos in the market.
Check our Competitive leaderboard to see our market intelligent AI machine into action!
2# Relevance Rate
The relevance rate is the percentage of how many people took time to stop and watch the video from the people that were reached.
3# The number of views
This metric indicates the number of people who have watched your video. It helps you indicate how appealing was your video to your targeted audience.
Retention rate helps you determine when your audience get bored and ditch the video. This is one of the vital video metrics you should keep an eye on, the higher the retention rate the more you need to reconsider where you’re content is getting off-point.
5# Bounce rate
Your bounce rate is the percentage of people ditched the video in 3 seconds after opening it. If it’s very high, try editing the opening.
6# Click through rate
Your CTR means the percentage of clicks on your video’s thumbnail when it appears in the suggestion column. If this rate is low, consider changing your video’s thumbnail and caption into more catchy ones.
7# Average duration watched
This video metric measures the duration people spend watching your videos. The higher the rate, the more likely that your content is relevant to your target audience and you’re doing good! If it’s the other way around, try investing more into researching topics before you proceed in video production.
8# Likeability, Shareability, and Interactivity rates
Those are engagement video metrics. Smart video publishers invest more time measuring those rates. Those metrics determine how well your video resonated with your target audience. If it had an impact, it was effective and on point, they decide to interact with it in some way!
9# Muted Views
The number of muted views tells you a lot about people’s behavior when they see your video in their newsfeed. If this number is huge, you should add captions to your video to encourage your viewers to unmute the video.
10# Total Views
Total views-number of your videos is one of the metrics brands really care about.
Despite telling you how much people watched your video, calculating real views differ from channel to channel. On YouTube, it counts a view after 30 seconds, while on Facebook, it counts a view after only 3 seconds. So it can’t stand alone as a standard performance indicator.
The difference of views-count on both channels also implies the type of videos should be published on each. Facebook likes short-form while YouTube is much more suitable for long-form videos.
Mintrics AI aggregates those important metrics and with a little magic- (math), it determines your overall video performance in one score of 10 – turn it into insights and tell you what to do to make it better! Head to our competitive leaderboard and get your free trial.
Now that You understand online video analytics, it’s time to start analyzing your videos! What video analytics tool do you use?