High 6 Video Advertising Metrics Your Boss Really Cares About

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

I additionally suppose that view rely, 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 checklist of essential video advertising and marketing metrics to trace, in keeping with knowledge from the Video Advertising Survey I lately ran. Let’s dive in. 

Which metrics are manufacturers monitoring?

Based on video entrepreneurs, these are crucial video engagement metrics to trace as a way to measure the efficiency of video content material:

• Engagement (43%)
• Watch time (39%)
• View rely (32%)
• Viewers retention (27%)
• Follower/subscriber progress (25%)
• Common view period (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 sensible to me: it’s one of the vital essential elements in boosting your video’s natural attain. If a video resonates properly with a part of your viewers, it’ll doubtless resonate with the remainder. 

Adriane Grunenberg, HubSpot Automation & Digital Analytics Professional, 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 may result in elevated natural attain as viewers usually tend to share and focus on the video.” 

I’ve discovered that engagement additionally gives entrepreneurs with worthwhile quantitative knowledge. Feedback can present you the emotional impact your video has in your viewers. Do they appear impressed? Or are they indignant you coated a controversial matter? This knowledge can assist 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 individuals share content material that confirms their very best self-persona, individuals who share your video are keen to indicate their group that they belief and assist your model.

Social sharing can 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 to your 3-minute video is 2 minutes, the common viewer is sitting by means of practically all of it, doubtless as a result of they’re interested by 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, instructed me: “View time is a prime indicator of if my content material is boring or not.”

3. View Rely

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

That’s normally 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 performed by one particular person on one machine. If that particular person refreshes the web page, their watch time nonetheless counts beneath that one unique view.

On TikTok, nonetheless, 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 beneath 10,000 views, whereas 16% say their movies common beneath 1K views.

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

5. Follower/Subscriber Development

Follower/subscriber progress might be a superb 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.

You too can see what sort of viewers your video attracts, which can assist you create a purchaser persona and create extra high quality content material tailor-made to your viewers.

6. Common View Length

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

Common view period is a robust metric that reveals your viewers’s video size desire. As an illustration, in case your 45-second movies hold getting a 30-second common view period, you may wish to minimize these movies down by 15 seconds.

Benchmarks for Video Advertising

Completely different sorts of movies have completely different benchmarks. Listed below 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 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 beneath 60 seconds. Most say the optimum size is between 21-30 seconds. 

2. Lengthy-form Movies

Lengthy-form video is broadly thought-about to be any video longer than three minutes. This format ranks second relating to 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 needs to be longer than 10 minutes. 

Professional tip: Whatever the video format you employ, HubSpot’s Clip Creator is an AI-powered video maker that may 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 wish to create, select a video template, after which sit again because it makes use of AI to generate the clip you’re on the lookout for. 

Over to You

As video-sharing platforms proceed to develop, video advertising and marketing will solely develop into extra essential to your model’s success. Now that you already know the metrics that almost all entrepreneurs — together with your opponents — are measuring, you may make sound selections to your subsequent video advertising and marketing marketing campaign.