High 6 Video Advertising and marketing Metrics Your Boss Really Cares About

Standard knowledge may inform you that video views are a conceit metric, however I feel they’re truly a superb indicator of how effectively your video, particularly its hook, carried out. 

I additionally assume that view rely, as a metric, has its drawbacks, like being unable to inform you who your viewers is or whether or not your video resonates with them. 

That’s why I created this checklist of necessary video advertising metrics to trace, in line with information from the Video Advertising and marketing Survey I just lately ran. Let’s dive in. 

Which metrics are manufacturers monitoring?

Based on video entrepreneurs, these are an important video engagement metrics to trace so as to measure the efficiency of video content material:

• Engagement (43%)
• Watch time (39%)
• View rely (32%)
• Viewers retention (27%)
• Follower/subscriber development (25%)
• Common view period (22%)

1. Engagement

Engagement (likes, feedback, and so on.) is probably the most tracked video advertising metric and an important video advertising metric to trace.

This is sensible to me: it’s some of the necessary elements in boosting your video’s natural attain. If a video resonates effectively with a part of your viewers, it’ll seemingly resonate with the remainder. 

Adriane Grunenberg, HubSpot Automation & Digital Analytics Professional, says that engagement price is an important metric as a result of “A excessive one [engagement rate] signifies that your content material is related and interesting, which may result in elevated natural attain as viewers usually tend to share and focus on the video.” 

I’ve discovered that engagement additionally offers entrepreneurs with beneficial quantitative information. Feedback can present you the emotional impact your video has in your viewers. Do they appear impressed? Or are they indignant you coated a controversial subject? This information might help you determine which video matters to give attention to sooner or later.

Social shares can paint a clearer image of your viewers’s model affinity and loyalty. This metric measures how a lot your viewers values your content material and model. It additionally builds your model’s credibility.

Since folks share content material that confirms their very best self-persona, individuals who share your video are prepared to point out their group that they belief and help your model.

Social sharing can also be among the best types of word-of-mouth advertising.

2. Watch Time

Watch time is the second most necessary metric, and it clearly explains how a lot time folks truly spend watching your movies. 

For instance, if the common watch time on your 3-minute video is 2 minutes, the common viewer is sitting by practically all of it, seemingly as a result of they’re desirous about its content material. 

Alternatively, if the view time would common out at 30 seconds, your video doesn’t efficiently draw folks in or hold them . That is precisely what Michelle Tabor, Options Engineer at Lynton, informed me: “View time is a prime indicator of if my content material is boring or not.”

3. View Depend

It appears logical that your view counts would improve any single time your video is watched on any system, proper? 

That’s often not the case, and totally different platforms even have other ways of measuring view counts.

For instance, YouTube counts a view as a video being performed by one particular person on one system. If that particular person refreshes the web page, their watch time nonetheless counts below that one unique view.

On TikTok, nonetheless, views go up each time a video begins to play. 

So, what’s a superb benchmark for the quantity of views your advertising movies ought to get? Most entrepreneurs (45%) responding to the latest Video Advertising and marketing Survey I ran say their views common below 10,000 views, whereas 16% say their movies common below 1K views.

I additionally discovered that 82% common below 100,000 views per video.

5. Follower/Subscriber Development

Follower/subscriber development might be a wonderful measure of a video’s efficiency as a result of it exhibits that your video is reaching new audiences and attracting folks to your model.

You may as well see what sort of viewers your video attracts, which might help you create a purchaser persona and create extra high quality content material tailor-made to your viewers.

6. Common View Length

Common view period is the whole watch time of your video divided by the whole variety of video performs, together with replays. It measures how lengthy your viewers watch your video, on common.

Common view period is a robust metric that reveals your viewers’s video size desire. For example, in case your 45-second movies hold getting a 30-second common view period, you may wish to lower these movies down by 15 seconds.

Benchmarks for Video Advertising and marketing

Totally different sorts of movies have totally different benchmarks. Listed here are just a few video varieties and the benchmarks we discovered related to them:

1. Quick-form Movies

Quick-form video is the most well-liked format amongst survey respondents — 83% use it. It has the very best ROI, generates probably the most engagement, and drives probably the most leads. This doesn’t shock me, contemplating the rise of short-form video instruments and platforms like Instagram Reels and TikTok. 

82% of entrepreneurs say the optimum size of a short-form advertising video is below 60 seconds. Most say the optimum size is between 21-30 seconds. 

2. Lengthy-form Movies

Lengthy-form video is extensively thought-about to be any video longer than three minutes. This format ranks second relating to utilization, ROI, lead gen, and engagement.

I discovered that the optimum size for a long-form advertising video is three to 6 minutes (36%). 31% of respondents say it needs to be longer than 10 minutes. 

Professional tip: Whatever the video format you employ, HubSpot’s Clip Creator is an AI-powered video maker that can assist streamline your course of.

You merely reply just a few primary questions on your video to offer the instrument a way of what you wish to create, select a video template, after which sit again because it makes use of AI to generate the clip you’re searching for. 

Over to You

As video-sharing platforms proceed to develop, video advertising will solely grow to be extra necessary to your model’s success. Now that you understand the metrics that almost all entrepreneurs — together with your opponents — are measuring, you may make sound choices on your subsequent video advertising marketing campaign.