Why Brands are Measuring The Wrong Video Metrics

December 5, 2018

It’s easy to get misled by measuring the wrong video marketing metrics. We call those (vanity metrics) they tend to be positive and comforting but they really don’t add value to your brand objectives. This misleading data could be in the form of shares, likes, and new followers. But don’t panic yet.

They are indeed important, well, you can consider them the fruit of your video marketing campaigns. But they ain’t the core of measuring your ROI.

You should divide video metrics according to the purpose of each. Let’s see: play & replay rates and shares would fall under the purpose of awareness and reach. While comments likes/dislikes & watch time would be considered as engagement metrics. There’s also conversion metrics & behavior metrics which we’re going to discuss further below.

In this article you’ll learn:

  1. Questions to ask before measuring video marketing metrics
  2. Important YouTube video metrics to focus on
  3. Important Facebook video metrics to measure
  4. How to divide video marketing metrics into categories

Video Marketing Metrics

Understanding the objectives of your brand marketing will help you identify whether your videos distribution strategy is paying off. For that reason, here’s ten important video metrics that matter to every video publisher who wants to measure their performance.

measure the right video marketing metrics

Your video marketing process starts from the moment you decide the topic of your video. From conducting a thorough keyword research to creating a high-quality video and through finding the best distribution strategies to analyzing your video marketing metrics.

This could be a daunting task, especially if you don’t quite understand the depths of your video metrics. You won’t be able to measure your ROI performance unless you indicate the KPIs of your brand. And that’s why brands fall for these video marketing mistakes.

In the meanwhile, you need to ask yourself a couple of questions before measuring video marketing metrics.

  • What are my brand marketing objectives?
  • What’s my primary goal behind each campaign?
  • Any Specific KPIs for that goal?

By answering those questions, you’ll be able to easily know what to look for when analyzing video marketing campaigns and avoid falling for those vanity metrics we talked about.

YouTube Video Metrics

YouTube has its own analytics dashboard where it provides so many detailed reports which most video publishing brands get lost at. But not a professional SEO, no.

You are professional, so here’s the important YouTube video marketing metrics you need to keep an eye for. Don’t let the crowd of YouTube detailed reports terrify you.

All youtube video marketing metrics that matter

1# Watch Time

The watch time should be where you invest the most time analyzing. What happens when your audience hits play? When do they quit? Do they watch videos to the end? You can learn a lot about your video content and how well it appeals to your target audience. This report tells you the time people spent watching your video.

In addition, YouTube ranks videos not according to views, but to time people spent watching your videos.

2# Average View Duration

This report divides the total watch time by the total video plays and replays. It measures how long people watches each video, and gives you an average. If it isn’t clear yet, this is a surefire metric since it tells you the video length preference of your viewers. Let’s see, if you get a 40-second average view duration over your 1-2 minute videos, you better cut your video short by 30 seconds.

3# Audience Retention

Audience retention tells you when viewers quit watching your video. This isn’t about the avg. preferable length, it’s about the content.

When there’s a drop in your retention graph you should be alarmed that there’s a certain point in your video that isn’t satisfying your viewers’ interest. That’s where you should analyze your content and see what’s causing them to bounce.

Moreover, it’ll display relative retentions to your video. This helps you understand your ability to retain viewers retention in comparison to videos of similar length across YouTube.

4# Engagement

Shares, likes, and dislikes, comments, and watch time all those are engagement indicators. They tell you how much viewers got engaged with your video to share, comments, replay, or interact with it somehow. Even negative feedback is something you can learn a lot from.

5# CTR / Cards CTR

Your click-through rate should be your dearest video metric. It tells you how well your call to action encouraged viewers to take the desired action. That and cards CTR are huge indicators of compelling CTA copy as well as good content.

Statistics show that people who watch videos to the end are most likely to take action afterward. So it’s better keeping your CTA at the end of the video, but if you face a low CTR, I don’t advise moving your CTA to the middle or beginning.

You better think of performing more compelling and shorter video content to keep them watching till the end.

6# Unique Viewers

Unique viewers are the people who watch your videos more than once for a certain period. They are your true fans/audience. You can find this report in the studio beta version. Here’s a youtube guide.

7# Audience Demographics

It’s very important to understand your audience demographics. Who are they, where they come from, and what’s their age, sex, and country. All these things help you categorize your content and personalize it for specific personas so that your viewers will feel more connected and related to your videos.

8# Traffic Sources

It’s obviously important to track where your audience watches your videos. Are more people watching through mobile, tablets, or desktops? If the more audience comes from mobile devices- which is quite expected, then you need to improve more mobile video marketing techs and content to appeal more people and to keep the already engaged ones.

Facebook Video Metrics

Facebook video metrics don’t quite differ from YouTubes. But due to the different algorithm, each platform has, video marketing also has slightly different video metrics to highlight.

Important facebook video metrics to measure video marketing performance

Facebook’s important video metrics are:

  1. Reach (Total Views)
    You’ll find specific video insights in facebook’s insights. Here’s a quick guide from Facebook on understanding your facebook videos performance.
  2. Avg. Percentage Completion
    This metric tells you the average percentage watched of your video during a certain session. Facebook also provides a graph showing where people drop off and lose interest. So you can optimize and cut off unwanted seconds or content of your videos.
  3. Peak Live Viewers
    This shows the largest number of people watching your video at the same time while it was Live.
  4. Click to play vs Autoplay
    Most autoplay videos are muted due to Facebook’s new update. Not all people open the mute button if they think it’s unnecessary. Others keep scrolling after a while if the video didn’t catch their interest.Understanding this metric will help you optimize your video content to appeal to your audience and figure ways to attract them to open the sound and watch till the end.
  5. Shares, Likes, Comments
    These metrics fall under the engagement category. They help you understand how many people got engaged with your video that they even wanted to share it with their friends. Helps you optimize more shareable content to your audience to grow awareness and recognition.

Divide Your Video Metrics into Categories

Dividing your metrics and understanding where each one falls is a crucial point in understanding video metrics and making sure you measure the ones that matter to you.

1. Awareness and Reach Metrics

Views, plays and replays, shares and impressions fall under the awareness and reach metrics. They indicate how widely your video reached out to more people.

Shares play a double role, engagement metric and reach metric. It means that one person shared, but also means that the video has a higher chance of being seen by more people.

2. Video engagement metrics

The likes/dislikes and comments and watch time shows how much people were engaged and how well your content affected them. Even negative feedbacks as dislikes or negative comments are good indicators of your performance.

3. Conversion metrics

All SEO professionals must have an eagle eye on their conversion rates. This means click-through rates on all videos across platforms. Here’s a social platform analytics tool to help you out at that.

4. buyer & behavior Metrics

Where your audience comes from, the devices they use watching your videos and their demographics of age, sex and country these all fall under buyer and audience behavior metrics. They help you understand your buyer persona and personalize your content for it.

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