Long before you ever make your video you are probably wondering how to judge your success. The most important thing to remember is what is the purpose of your video. Each metric listed below will be useful to determine your success but only the true purpose of the video can really determine how successful your video was. Here are the 7 Video Metrics To Live By:
Reach: What is the total audience that your video is reaching? This can be a tricky number to figure out but here’re a few basic things you need to consider. What is the size of your social media following? How many people will you email the video link to? Will you be sending advertising traffic to the video? Each of these answers will affect the total reach of your video. Viewable Media has added a few other ways that they determine reach to figure out a more accurate count of total viewers. The main task is to get the most accurate number you can for the total reach.
Views: How many views did your video get? This is an easy number to get but depending on your distribution methods it may be harder to aggregate the total numbers.
Engagement: How many viewers interact with your video? Depending on where the video is placed there are a number of ways that viewers can engage with your video including Thumbs UpThumbs DownCommentsVideo CommentsSharesLikesThe more interaction that you have with your views the more you know that your message hit home. It’s OK to ask for it and we highly encourage you to do so.
Shares: How many times has your video been shared? This is a subset of the Engagement Metric above but stands out because this shows more interest in your video. If possible, you want to segment these viewers into a separate category for later follow up videos. The views that share your video help increase your reach. You should love these people and bring them into the fold early and often. They can be your brand ambassadors and biggest champions for your business.
Subscriptions: How many people subscribed to your channel or site? This metric is for video sharing sites specifically and depending on what site you are on they have a few names over the years, anything from friends to subscribers. The importance of this metric is that when you post new videos your subscribers will be notified. Build enough of them and you get instant viewership for every video you put out.
Click Through Rate or CTR (for ads): What percentage of click-throughs did your ad get? If you message is on the target you know right away. A bad CTR could be a sign that your entire marketing approach is wrong. Depending on where the video is being shown think about these three things that are important for online videos. Entertainment. Educational. Engaging. If your ad falls into one of these categorical you’ll be one step ahead of the competition.
Conversion rates: What percentage of people followed your call to action or CTA and did what you asked? Ultimately your video must move the viewer to action. What is it that you want them to do? Be realistic and make it easy to a higher conversion rate. You can think big steps or tiny steps like subscribe, comment, share. The big trick is to get them to do something. What other metrics do you use for your videos?
Let us know and leave a comment below.