In today’s tech-savvy world, videos are the highest-converting mediums in the social media space. You can use short 60 to 90 second videos which are highly engaging to walk your customer through the next steps of an action. The video metrics will depend on how the usage of the videos, selection of publication platforms and for purpose of the desired actions.
Here are the 5 metrics that matter the most for video performances.
- View-Through Rate
This metric helps you to know how many people have been reached through your video. If your goal is to get your brand in front of as many people as possible, the view-through rate could be an important metric for you. A video view is usually defined by watching the video for at least three seconds. To engage with your audience, you need to connect emotionally right out of the gate. Otherwise, you’ll lose out on the view-through rates. A viewer decides in the first five seconds whether to watch the video further or not.
- 10-Second Video Views
The next metric you want to monitor is how many of your viewers or views are converting into 10-second views. You want to be able to figure out how many quality views you are getting for your video. This will help you determine how many of your audiences really enjoy the content you’re producing in your video. If people are watching your video for more than 10-seconds, it means they are really enjoying your video. A connected audience is a prospect of conversion.
- Video Engagement
Positive engagement ordinarily consists of likes, comments and shares of the video. Video engagement is the most important and popular metric around marketers. A high video engagement rate indicates that the story of your video is getting to your viewers strongly and that story gets to be consumed all the way. When it comes to your video, positive engagement is most important. Users should be able to connect and interact with your video for brands to leverage user attention.
- Video Average Watch Time
The average watch time of the video is a measure of how much (time) of your video people actually watch. We know that if people watch more than three seconds of your video, then it’s calculated in a video view. If people watch 10 seconds or more of that same video, that’s a fairly high level of engagement. When the average view time gets up to this point, it indicates that people are consuming your content, and the result is a positive viewpoint.
- Video Length
Length of the video is the most important factor from the point of view of video engagement. Ideally, you need the length of your video to be around 20 to 90 seconds. You’ll need to engage your audience in the first few seconds anyway. If they aren’t engaged after 15 seconds of watching, you may have to create a new video.
Video has the potential to be the most important and effective marketing tool you use, especially if you produce highly engaging content. Having said that, Facebook has hence rolled out a lot of enhancements and perks for its users wanting to explore the potentials of video formats with its consumers.