Video: You’re doing it right. Whether you have product showcases on YouTube, funny videos on your blog, Flash animations on social networks, or longer webinars on your website, you’re putting the time in to your videos. They help your customers understand what you do, and they raise interest from a broad spectrum of people. They add value. At least that’s the theory.
Video is certainly more interesting than text, and you can be very creative with it. But sometimes you have to wonder, “Does video really add anything to my business?” That’s where metrics come in.
Analytics is really important for your long-term video strategy, whether you are in e-commerce, B2B marketing, sales, e-learning, or public relations.
You know all about online tracking. You track unique visits, referring URLs, entry and exit pages, bounce rates, clickthroughs, form fills, and of course a lot of other metrics. Depending on your needs, certain stats are more important to you than others.
But with video, it’s a little different. You can track the raw data of video the same way: views, referring sites, length of time spent watching, and so on. But you can also track engagement metrics such as shares, ratings, likes, and other actions taken after viewing. These are known as active and passive video metrics that give you two different ways to see how well your videos perform.
But while these are great in the short-term, they aren’t the metrics that best relate to the uniqueness of video. Video helps viewers retain information in a way that text cannot. That’s why some metrics are more important.
Here are The Eight Online Video Metrics That Really Matter:
- First, Play Rate. This is a measure of whether the video was actually viewed once it loaded. It helps you determine how prominently your videos are presented, and whether the still images appear inviting. It can tell you whether or not the platform is good for viewing videos and whether your choice of preview image is working.
- Next, pay attention to Player Load Times. If your play rate is low, it may be because the player takes forever to load once the viewer clicks on it. Some platforms allow you to tracks load times, and if they are consistently slow, it will bring your total views down.
- Watch the Playthrough Rate. This is the pulse of your video strategy. Views alone don’t tell you how well video performs, just how well they get found. Once people find your videos, the time they spend watching them tells you whether you’ve given them what they were looking for. For webinars, interviews, and video blogs, it’s important to track how long people last.
- Next is your Conversion Rate. This is critical, especially in conjunction with Playthroughs. This helps you know if viewers leave your videos early to make a purchase, or if something about the videos is boring them to tears. In e-commerce, the point of the video is to nudge buyers. REI’s product demos are a really good example of using video to improve conversion.
- You can also track Video SEO. Which keywords drive video views? The reason video SEO is so important is that videos do not include keywords. You have to choose keywords in your titles and tags, almost like you’re back in 1998 again. The good part is that you can test video SEO to a granular level, and even create A/B tests.
- Next is Video Sharing. How many people share your videos, and what influence do they have? Most video hosting platforms such as YouTube can give your videos share-ability to Facebook, Twitter, Google Plus and other social networks. They can also track the reach of those shares by network and second-hand views. This helps you understand how well your video is received and how well it inspires action.
- You can track Video Distribution. This is about which video networks drive the most views and visits to your site. Because you can host your videos on many platforms, you can easily determine which ones bring in more total viewers and customers. For instance, Ooyala’s Custom Analytics for video gives you highly detailed feedback. The point of distribution is to make your video part of a smooth experience.
- Finally, you should track Content Detail. What does this mean? It’s about which types of video deliver the best results. This kind of tracking tells you whether your shorter or longer videos perform best. You can track the performance of videos that show your product against those that don’t. You can see if videos perform better when a man or a woman is presenting, or those set in a use case environment or a neutral setting, and a lot of other details.
The bottom line here is, most of these metrics are easy with basic video hosting tools. Whether you host your videos on YouTube or Vimeo or have your own accounts with BrightCove, Kaltura or Ooyala, these 8 metrics will give you the data you need. You will better understand how your videos impact your organization.
Thank you for watching.
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