Prime 6 Video Advertising Metrics Your Boss Truly Cares About

Typical knowledge would possibly inform you that video views are an arrogance metric, however I feel they’re truly an excellent indicator of how properly your video, particularly its hook, carried out. 

I additionally assume 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 record of essential video advertising and marketing metrics to trace, in line with knowledge from the Video Advertising Survey I just lately ran. Let’s dive in. 

Which metrics are manufacturers monitoring?

Based on video entrepreneurs, these are an important video engagement metrics to trace with the intention to measure the efficiency of video content material:

• Engagement (43%)
• Watch time (39%)
• View rely (32%)
• Viewers retention (27%)
• Follower/subscriber development (25%)
• Common view length (22%)

1. Engagement

Engagement (likes, feedback, and so forth.) is essentially the most tracked video advertising and marketing metric and an important video advertising and marketing metric to trace.

This is smart to me: it’s one of the essential elements in boosting your video’s natural attain. If a video resonates properly with a part of your viewers, it’ll probably resonate with the remainder. 

Adriane Grunenberg, HubSpot Automation & Digital Analytics Professional, says that engagement charge is an important metric as a result of “A excessive one [engagement rate] signifies that your content material is related and interesting, which might result in elevated natural attain as viewers usually tend to share and talk about the video.” 

I’ve discovered that engagement additionally gives entrepreneurs with helpful quantitative knowledge. Feedback can present you the emotional impact your video has in your viewers. Do they appear impressed? Or are they offended you coated a controversial subject? This knowledge will help you determine which video matters to concentrate on 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 excellent self-persona, individuals who share your video are prepared to point out their neighborhood that they belief and help your model.

Social sharing can be the most effective 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 almost all of it, probably as a result of they’re all in favour of its content material. 

However, if the view time would common out at 30 seconds, your video doesn’t efficiently draw individuals in or preserve them . That is precisely what Michelle Tabor, Options Engineer at Lynton, informed me: “View time is a high indicator of if my content material is boring or not.”

3. View Depend

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

That’s normally not the case, and totally different platforms even have other ways of measuring view counts.

For instance, YouTube counts a view as a video being performed by one individual on one gadget. If that individual refreshes the web page, their watch time nonetheless counts beneath that one authentic view.

On TikTok, nevertheless, views go up each time a video begins to play. 

So, what’s an excellent benchmark for the quantity of views your advertising and marketing movies ought to get? Most entrepreneurs (45%) responding to the latest 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 Progress

Follower/subscriber development will 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 will help you create a purchaser persona and create extra high quality content material tailor-made to your viewers.

6. Common View Period

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

Common view length is a strong metric that reveals your viewers’s video size desire. As an illustration, in case your 45-second movies preserve getting a 30-second common view length, you would possibly wish to reduce these movies down by 15 seconds.

Benchmarks for Video Advertising

Totally different sorts of movies have totally different benchmarks. Listed here are a number of video sorts and the benchmarks we discovered related to them:

1. Brief-form Movies

Brief-form video is the most well-liked format amongst survey respondents — 83% use it. It has the very 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 extensively 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 ought 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 primary questions on your video to provide the software 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 searching for. 

Over to You

As video-sharing platforms proceed to develop, video advertising and marketing will solely turn out to be extra essential to your model’s success. Now that you recognize the metrics that almost all entrepreneurs — together with your rivals — are measuring, you may make sound choices to your subsequent video advertising and marketing marketing campaign.