How to measure the success of video marketing campaigns?
True View of YouTube and Google Display Network ads count a view as 30 seconds of watch time or the full ad if it’s shorter than that.
Pinterest, Reddit, LinkedIn, and Twitter say a view consists of two seconds with a 50% viewability. Twitter also counts turning the sound on or clicking on a video to expand it.
Here are 5 video marketing metrics you can use:
- View count
- Watch rate
- Play rate
- Clickthrough rate
- Conversion rate
1. View count
how many times your video has been viewed. Different platforms sometimes count views differently—a YouTube view requires 30 seconds of watching, whereas a Facebook view is counted after 3 seconds—but all will give a single number that measures reach.
2. Watch rate
Watch rate is a measure of how much your video has been watched by people.
Note: when do people stop watching? If most of your viewers start leaving around the 20 percent mark, there may be a content-related reason.
3. Play rate
Play rate changes depend on which platform you use. Play rate is a comparison of the number of people who watched your video compared to the number of people who had the opportunity to watch it (the percentage of page visitors).
4. Clickthrough rate
The percentage of viewers who click on your video’s call to action and visit another page is the clickthrough rate. When you post video content on Facebook or YouTube to drive traffic back to your website, the clickthrough rate may be your most important metric.
If you’re distributing videos outside of your website, it may be worth creating a custom URL—so that you can track who is coming to your site after viewing the video. Therefore we recommend producing high-quality video content that motivates viewers to want to hear more.
5. Conversion rate
What percentage of video viewers are becoming your customers? That’s your conversion rate.
