March 2, 2017

Video Marketing Metrics: How to Know If Your Videos Are Working

Last week we discussed the insane power of video marketing and its effect on consumer trends. But if you’re new to this whole thing, you’re probably a tad confused on HOW to monitor your results. Well, we’ve got your back 😊 Here are a few simple, yet key video marketing metrics you can track to determine whether or not your videos are working!

Measuring Results With Video Marketing Metrics

Clearly, the data shows that video boosts engagement via any marketing channel. And whether you measure those results or not, they’re there. But measurement provides the opportunity to make data-driven decisions to optimize effectiveness and improve performance.

Key Metrics for Video Marketing:

Key video marketing metrics

Average Page Time

The amount of time a visitor spends on a particular page should increase. In fact, current research reports the average user spends 88% more time on a website with video. Measuring this is easy, Google Analytics is by far the most popular free tool for monitoring website data.

Pages Per Session

Since video helps convert website visitors into more engaged prospects (generally, viewing more pages to learn more), the amount of pages viewed per visitor should climb as well. Drew Smith, Director of Online Marketing for Attivio, attributes the use of video on their website to an increase of 63% in page views.

Conversion Rate

Additionally, the number of visitors to a specific page who take a measurable action should increase with the use of video to WOW them. For Zappos, an online retailer, video increased conversion rates by 6 - 30% per product. You can setup goal tracking in Google Analytics to track your conversion rates or calculate it manually:

Calculating conversion rate

With social media videos, Conversion Rate only applies if there is a specific call-to-action (CTA) with a tracking link to your website or landing page. Google’s URL builder makes it a snap to add tags (called UTM parameters) to links shared alongside your videos for tracking purposes. Allowing you to determine where your traffic is coming from and its effectiveness.

Engagement

The amount of likes, comments and shares you receive on social media should also grow. In fact, video receives the highest organic Facebook engagement:

social media engagement for video

Source: Locowise

Since all of the major social platforms offer analytics (like Facebook Insights, YouTube Analytics and Twitter Analytics), as well as third-party social media management services (like Hootsuite or SproutSocial), tracking engagement is pretty simple. Facebook also allows you to see how your videos stack up against other types of content by sorting Insights by Post Type.

Average Watch Time

How much of your video are people actually watching? Monitoring this metric can help you get a sense of how people are reacting to your video content, helping you reiterate and improve it. Improving watch time isn’t only good for business, but YouTube discovery and search, too.

YouTube and other video hosting sites like Vimeo allow you to track Average Watch Time, as well as other meaningful metrics like Average Percentage Viewed or Audience Retention.

Is Your Video Marketing Working?

Swew, now you know what numbers reveal the answer to the question above. Use these metrics to optimize your video marketing and get the biggest bang for your buck!

Want to Make Monitoring Your Data Fun?

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