Analytics are important to any method of digital marketing. Whether it’s social media, pay-per-click ads or videos, analytics determine how well your efforts are working – as well as identifying the areas in which some improvement could be made. The knowledge that analytics provides allows you to optimize your strategy for your business. Videos can be analyzed a number of ways, which begs the questions – which video analytics matter most?
To be able to determine which analytics matter most, first you must perform an evaluation of your video’s performance. When evaluating your business’s video analytics, it’s important to first look at how the content is performing overall. Hubspot’s video below, “What Video Marketing Metrics Should You Pay Attention To?” highlights the most important questions you should be asking about your videos.
Basic metrics such as view counts will inform you of how many people are watching your video. Total views is the total number of times the little play button has been clicked or the autoplay is left running for a certain amount of time. What counts as a view depends on each platform:
- YouTube: 30 seconds (or around it)
- Facebook: 3 seconds
- Instagram: 3 seconds
- Twitter: 3 seconds
Three seconds is a short amount of time for a viewer to be exposed to your video and counted as a view, begging the question: does the view count number really matter? Data from Facebook and Nielsen says yes. shows that 47% of the value of a video campaign actually comes from the first three seconds of a video, so even this very quick exposure is worth tracking.
The same study also showed that up to74% of the value of a video was delivered in the first 10 seconds, which is why Facebook has a separate view counts for views that last past 10 seconds. This metric points towards the level of engagement a video accomplishes, as the viewer sticks around past the first few seconds of autoplay.
Live video view count depends on each network. YouTube uses this stat to count the total number of viewers who watched your video live, as opposed to watching it on replay or on-demand. Facebook does not count total live views, but instead counts, “viewers during live broadcast.” This tracks the number of viewers at each point of the live broadcast, making it easy to see the contrast between live viewership and additional views your video could potentially pick up over time.
Watch time is the combined total time viewers have spent watching a video. Facebook calls this measurement, “minutes viewed.” It gives a general idea of the success of a video, measuring how much time your combined audience has spent taking in your message. This metric is helpful in comparing paid and organic videos to get an understanding of which format is accumulating more viewer time.
While watch time shows the total time all users have spent watching your video, average view duration indicates the amount of time the average viewer spends watching the video. This metric is calculated as the total watch time of your video divided by the total number of video plays. Average view duration or average watch time tells how much of each video users are watching, making it simple to compare what captures the audience’s attnetion best among all the videos produced.
Audience retention is displayed on a graph, with the views at each point of a video shown as a percentage of the total views. Dips in the curve indicate at which point users dropped off from watching. If there is a sudden drop-off at one point in your video, see what’s happening in the video to determine what might be turning your audience away.
Sound On vs. Sound Off
This metrics shows whether your videos are watched with the sound on or sound off, seeing how many viewers are listening to the audio of your video. Facebooks explains it as
A breakdown between views with sound and views without sound is available for both Views and 10-Second Views.
This means turning sound on indicates engagement, suggesting viewer interest. Paying attention to this measurement is important as you go forward with your video strategy. If analytics show that viewers don’t turn the sound on, you might want to create videos that can convey a message without sound.
While some social channels provide specific video engagement rates through their analytics, you can measure video engagement for all social networks in the form of likes and comments on your video post. An organic video with high engagement is a good candidate for a sponsored post. Social sharing is a measure of how often people share your video, by linking to it, or retweeting, sharing your Facebook post, and so on. Social sharing not only indicates a high level of user engagement but also extends the reach of your video, getting it in front of more eyeballs than you could access on your own. Facebook even says 48% of video watch time on the network comes from shares. Engagement encourages higher view counts, reach, click performance, etc.
Impressions and Reach
Reach is the total number of people who see your content. Impressions are the number of times your content is displayed, no matter if it was clicked or not. A viewer doesn’t have to engage with the post in order for it to count as an impression. Also, one person could have multiple impressions for a single piece of content. For example, a Facebook post could show up from the original publisher and appear again when someone on your feed shares the publisher’s post. If you saw both forms of activity in your feed, that counts as two impressions for the same post.
Clicks show you the number of times people clicked on an element of your video ad that took them to an external destination like your website. Clicks can help you understand how well your ad is appealing to people who see it. Engaging ads are more likely to receive clicks. Clickthrough rate (CTR) is the number of clicks that your ad receives divided by the number of times your ad is shown, expressed as a percentage.
Negative feedback is a measure of how often people take actions like hiding your video from their News Feed, reporting your video as inappropriate, or unliking your Page after watching your video. The last thing you want your video to do is to cause people to un-like your Page. If your video is getting high negative feedback, your approach to video is most likely hurting your digital marketing strategy.
Using video analytics is essential for making video’s role in your digital marketing strategy effective. It’s even more important to define strategic business, content, and marketing goals before selecting which video analytics to track and optimize. While these types of video analytics might seem overwhelming, it’s important to focus on the metrics that will help your video business achieve growth goals.
So which video analytics matter most? We would ultimately say engagement. Every other metric plays a part in making the engagement rate high – which is great, because engagement is what truly ends up driving leads. With that being said, every metric listed above is important, though the individual levels of importance can vary based on your specific business’s needs. Don’t get overwhelmed by the number of available options to analyze your video – focus on the metrics that matter most to growing your business and you’ll have a successful video marketing strategy!
Interested in checking out some of Abstrakt’s video work? Watch them here.