Getting a large number of hits on your marketing video is great, but those numbers don’t necessarily reflect an increase in sales or any kind of meaningful boost for your business. A lot of video hosting sites offer a variety of ways for you to track what goes on with your video once it’s posted – but here are a few metrics that mean the most:
This is the percentage of people who stumbled upon your video and hung around to watch it. The average VTR is 16.9%, and you can calculate your own view-through-rate by dividing the number of impressions by video views. A low VTR can stem from poor titles or problems with the hosting site or thumbnail. If you’re having these problems, make sure you know where your video is being placed and that your title and thumbnail images are related to the content and catchy to the viewer.
Video Abandonment Rate
The video abandonment rate measures viewer engagement, or the amount of time viewers have spent watching your video. While views measure how often people click play, the abandonment rate measures how long they stick around to watch, which can tell you how much of your message is actually getting through to them. The average viewer will only pay attention to your video for about 15 seconds – so keep your video short and to-the-point. Remember: less is more; you’ve only got seconds to grab their attention.*
Kudos to you if your viewers have made it all the way to the end of your video, but do you know how many of them follow the call-to-action? The click-through-rate measures the percentage of viewer clicks following through to your call-to-action; be it a link to visit a website, a thumbnail to another video, or a link to purchase a product. The CTR is a great way to measure how well an ad is driving action. How well does your click-through-rate compare to other videos and formats?
Shares measure the reach of your content. If you want your video to “go viral,” not only does it have to be creative and inspiring, it has to be posted to the right networks. Be sure to find some good platforms; a good platform will show you the number of times your video was shared, how and where it was shared, as well as other valuable metrics. You can also boost views by posting your video to any and every social media platform you can think of. In the case of video marketing, more is definitely more.
At the end of the day all you want to find out is if your video is giving you a good return on your investment. These four key metrics will be sure to deliver the important and very helpful information you’re looking for.
*Ydraw, a video marketing company, did a study comparing the abandonment rate of different types of videos – a topic for another post, but if you’re curious you can find it HERE.