Video marketing can be highly profitable for your business, engaging audiences in ways that static images cannot. However, creating video content is only one side of the coin. Tracking the performance of your video marketing campaigns is essential for measuring their success.
Metrics provide valuable insights into the effectiveness of your video marketing efforts and highlight where to focus your future marketing investments.
Read on to learn the best marketing and video advertising metrics for measuring campaign success—and find out how JV Studios can help you achieve your goals.
5 Top Video Marketing Metrics To Track
1. Views
A ‘view’ is one of the easiest Key Performance Indicators (KPIs) to measure. The view count indicates how many people have watched your video.
Various social media platforms measure views differently.
- Facebook: If someone watches your video for three seconds, it counts as a view.
- Instagram: Like Facebook, Instagram also counts a three-second watch as a ‘view’ and one second for live videos.
- X (Twitter): X, formerly known as Twitter, counts a view if someone watches your video for one second.
- TikTok: TikTok counts a view as soon as someone starts watching your video on their feed.
- YouTube: A view will be counted if someone watches your video for 30 seconds.
- LinkedIn: LinkedIn counts a view if someone watches your video for one second—even if the video is half-visible.
2. Engagement
To ‘engage’ means to participate or to become involved. In marketing, video engagement metrics describe how viewers interact with your content. Likes, comments, shares—these are all forms of engagement.
As you can imagine, the higher the engagement, the more popular the video. It’s important to pay attention to how people engage with your video content; user comments can lead to valuable insights.
3. Play Rate
The ‘play rate’ is a metric that tells you how often someone has clicked on your video to play it. Most social platforms are set to play videos automatically, but embedded videos usually need to be clicked on to play.
Play rates can be improved by improving things like the thumbnail, placement of the video, and even keyword targeting throughout the page. More on this later.
4. Clicks & Click-Through Rates (CTRs)
There’s no doubt that ‘clicks’ are a key metric for video marketing campaigns. Clicks reflect how engaging your video is for viewers. To calculate your click-through rate, divide the number of clicks by the total number of views for your video.
5. Conversions
We all want to convert. Conversions show how many viewers watch a video and become customers or ‘convert’ as a result. Measuring your conversions is the most effective way to determine how a video marketing campaign affects your bottom line.
Ways to Improve Your Video Metrics
There are several simple ways to improve your metrics and increase conversions. Check them out below.
Engaging Thumbnails
A video thumbnail is like a preview of what to expect from your video. In a way, it’s like the cover of a movie. Custom thumbnails help entice viewers to click your video and watch.
Compelling Copy
You know what they say: content is king. Optimizing the playback experience with compelling copy and captions can boost your clicks, engagement, and likability.
A/B Testing Video Campaigns
You won’t know what works over what doesn’t until you A/B test. You can compare music, video length, and engaging CTAs (call-to-action) to determine what works for your video marketing campaign.
Video Quality and Specs
Let’s be honest; poor video quality is an instant turn-off. Investing in a professional video marketing company to produce your videos is the best way to keep viewers engaged and interested in your video content.
Choose JV Studios For Your Next Video Marketing Campaign
Are you looking to launch a new video marketing campaign but not sure where to start? You’ve landed on the right blog. JV Studios is a professional video production company located in the Midwest.
Our creative team excels at transforming a good video into a great one, capturing everything from corporate events and product videos to commercials and brand stories. The best part is that we can measure all the key metrics for you.
