8 video metrics to measure the success of your content – WAU
Videos are one of the most promising content formats today and it is important to invest in their production. But that alone is not enough: it is also necessary to know how to evaluate your efforts! Check out the main video metrics to always be aware!
How many videos have you watched today? Brazilians watch an average of 16 hours of video per week, equivalent to one feature film per day.
But wait … in view of this scenario, the question is another: how many videos have you produced today?
One of the effects of digital transformation was to simplify the creation of multimedia content and make it possible to produce quality pieces, even without major investment.
Fortunately, more and more companies are understanding the opportunity and joining video marketing as a way to increase the reach and engagement of the message.
Like everything in marketing, the content of these videos can and should be measured. Want to know how to do this and ensure that your video content produces real results? That’s what you’re going to see now!
The power of video as a marketing tool
The numbers have proven long ago that video has enormous power as a tool to attract and retain customers. Year after year, it becomes clearer that media consumption only increases, and that this has a strong impact on the businesses that use it.
The power of the video is so strong that, according to a survey conducted by Experian, just using the word “video” in the title of an email to increase the open rate by up to 13%.
We could cite hundreds of other statistics, but we leave that for another post (check here).
The point here is simple: videos are a reality that cannot be ignored. They increase reach, engagement and conversion – as long as they are produced in the right way.
Each channel requires a strategy
Another aspect worth noting about creating video content is that you need to make some changes, depending on the channel used to distribute it. As well?
It is an illusion to think that you will not face competition when it comes to putting your videos in front of the persona. On the contrary, more and more companies devote part of the marketing budget to that end.
Therefore, paying attention to factors such as SEO and best practices to follow in each distribution channel increases your chances of standing out and succeeding.
Here are the main factors to pay attention to:
Of the video platforms, the biggest and best known is Youtube. There are many resources available to those who produce content on it, including reporting data on the performance of your videos.
It is important to understand the policies and rules, so as not to be penalized and lose the chance to generate results.
It is also worth paying attention to tools like Reels, and materials like Youtube Creators Academy, which teach how to produce better videos on the network.
Social networks, on the other hand, require attention to special aspects, such as the length of time and the format in which the video is published.
Native videos give much better results than just sharing YouTube links, for example. The reason is that native videos start playing as soon as the user sees them in the feed.
This makes it more likely that they will be interested in the message and check the content to the end.
Blog / site
If the videos will be part of your strategy for the corporate blog or even for sales pages of your website, stay tuned to the format of the content and how to present it.
Just having a video on the page or post does not mean that people will click on it or watch it until the end. It is important to focus on the Thumbnail, the title and the positioning.
In addition, choose a quality player that does not compromise the user experience.
If it’s marketing, it’s measurable
There is no success in marketing without measuring results. Every effective strategy is based on creating processes, following them to the letter, evaluating performance metrics and adjusting according to the information found.
So, if you decided to create a YouTube channel, create videos for social networks or invest in using this content format on your blog, you need specific metrics to monitor the progress of the plan.
Otherwise, how could you determine whether the actions taken are really having an effect? The good news is that there are plenty of indicators to help you with that. We will see the main ones below.
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8 video metrics to show if your content is good
Good content gives permanent results, as it attracts attention, gains trust and creates an identification with the public that consumes it. So, to know if your content is really good, we need metrics that indicate the effect it has on your audience.
The main way to find this out is by analyzing the following points in your video strategy:
The amount of views your videos have may not be the most profound metric to indicate your performance, but it is the first sign.
If few people see the material you create, you will hardly be able to create a meaningful audience and impact it.
On the other hand, too many views and little retention, for example, can indicate that the content draws attention, but is not able to hold the audience and needs adjustments.
Retention refers to how long your videos are generally watched by the audience. With a good thumbnail, attractive headline, and well-crafted SEO strategy, you may attract many people.
But if a small portion of that audience continues to watch the production after the first few seconds, something is wrong. Retention shows how relevant and interesting your content is, so it’s an indispensable metric.
3. Reproduction rate
The playback rate compares how many people have played your video in relation to the total number of visitors to the page.
Considering the high engagement that videos normally have, a good part of the users that come to your page or feed have to play the video.
If not, you will have to adjust some visual aspect, change the player or the placement of the video on the page.
Engagement considers several factors, one of which is retention, already mentioned. Other important elements to determine how much people are involved with your productions are:
- video comments;
It is also worth noting the “dislike” and negative comments to understand where the unfavorable reactions come from and see if you need to do something about it.
The lack of engagement, however, is a great warning sign, as it shows that its content does not affect viewers.
We just talked about sharing as a way to measure engagement, so why include it as a separate metric?
Because looking more closely, it takes on even greater significance for your strategy. The number of shares can indicate your ability to viralize content.
It can also give a different idea about what kind of people consume your content, and help to make adjustments in the direction of the strategy as a whole.
6. Click-through rate (CTR)
The idea of all content is to generate conversions, and the best way to track whether your videos have done their homework is by analyzing the click-through rate, also known as Click Through Rate (CTR).
It shows how many people clicked on links in your videos (either on cards or in the video description) and went straight to a landing page.
The better the click-through rate, the greater the power to convince and sell your material. Just be sure to check out the funnel step that the video was made for before linking to it.
7. Number of subscribers / subscribers
The number of subscribers is another metric that shows the persuasive power of your content. When you have a strong and coherent strategy, it’s easier to retain users and get them to follow your brand regularly.
Too many views and few subscribers is a sign that the content is shallow, and does not give enough reasons for viewers to return.
8. Replay rate
The replay rate serves as a good parameter of which content, individually, has the greatest impact on the public.
The higher the replay rate, the more important the production is for the audience that consumed it, to the point that they watch it again and again, instead of looking for something new with the same type of message.
Bonus: audience opinion
Last but not least, let’s talk about something that is not a metric, but is one of the best indicators that you can follow: the opinion of your audience.
What do people say about your content, whether on social media or in direct messages to your company? Knowing what the persona thinks about the quality of your material is essential to make adjustments and keep the strategy on track.
If you can’t find information online, take specific questionnaires to find out what your persona thinks. Promote more interactions with your viewers, and they’ll help improve your videos.
So, in addition to following the video metrics that we show here, be sure to follow good practices from the content planning. This can be decisive in the results that you will reap later.
How about learning about the world’s largest video platform and how to position your brand there? Check out our complete video marketing guide!