7 Video Metrics to Know in 2021 and Beyond

The world will be watching three trillion online video minutes per month by the end of 2021 that's the equivalent of five years worth of video each month. That's about 1 million minutes of video every second. That's kind of a big deal. With marketers generating greater video content, important measures of effectiveness in video were never more vital.

It goes far beyond the total views, and is a way to expand on the basis of how to comprehend details of viewer journey. In this post I'll discuss the main performance metrics for video that you need to look into to maximize your video's performance.

What are video metrics?

Performance analytics are used to measure the performance of your video. that allow you to understand and measure the impact of your videos. These metrics provide you with crucial information into the overall performance of your video. The metrics typically include typical view duration and the percentage time of people that actually watched your video. Video metrics that are detailed can alter the way you previously measured your video's success.

Crucial video metrics and analytics to evaluate performance

Video will make up 70% of all mobile traffic by 2022. With such a high percentage, filtering success beyond viewing time is crucial. There are more important data elements to be analyzed that drive your video strategy. We'll look at crucial metrics that analyze and expose how your audience perceives your video.

1. View Count

It is the most standard metric and it just scratches the area. It gives you the total number of times your video has been played. The views of your viewers determine the general reach of your video. If your objective is to generate awareness then to an immense audience, this is the gold standard.

What can be misleading when it comes to view count is the way views counted based on the channel(s) that you're watching. As an example, on the one video channel, a single view may be counted as 3 seconds, while on another, it is counted at 30 minutes. You have to consider this especially when you use multiple videos. Here are 3 tips to increase the number of views you can get:

1. Make sure to share your video on social media. Use a dedicated hashtag alongside to distinguish the video as your brand. Go the organic route or invest in sponsored social media ads.
2. Share your video via emails. If you already have an email list, send your video out as a formal marketing campaign. You can also add CTAs to incentivize your audience to share the video on the social media network they are on.
3. Find relevant influencers. Seek relevant influencer partnerships. Have them share your video in general posts or even stories in order to promote your business to their audience.

2. Audience retention

Retention of the audience is the percent of the video people watch. When the initial few seconds of your video have a weak start due to drop-offs of viewers the retention of viewers takes a hit. In order to put this number into terms of numbers, suppose you've posted a video that's eight minutes long. If viewers watch the video for an average of 4 minutes, then your Audience Retention on that video is 50percent.

In order to increase retention, start your film with a strong hook that draws your viewers in. Hooks that are effective grab your audience's attention immediately, and makes people want to watch more. Here are a few examples of the different kinds of hooks can work:

• Standard Teaser. You've seen this countless times with hooks like: "And later in this video, I'll teach you how to shed 10 pounds within a week".
• Sneak Peak Start off. Begin your video with a mash of big events that will be revealed at a certain moment later in the video without giving any details away. Imagine how you would watch an episode of a television show or movie.
• Informative upfront value. It's a simple hook commonly used for tutorials "In this tutorial, we'll learn how to make your own candles."

3. Impressions

Video impressions are the time the video appears on the screen of a person's computer, typically as an ad. In some cases they aren't an action-based metric and are measured by the visitor simply looking at the video's in the pop-up.

If your goal is to make use of your video for an ad campaign, then you'll have to pay attention to the impression metrics. Below are some of the ways you can analyze these metrics measure the performance of video campaigns:

• Examine the amount of times the pay-per click video ads was displayed for searches
• Find out how frequently ads for videos appear on social media.
• Compare metric insights from the use of third-party sites like Pinterest or Google.

4. Click Through Rate (CTR)

The majority of us consider email marketing when we hear about click-through rates (CTR). But in the case of video, a CTR is the percentage of viewers who click the call-to-action button within your video's the video.

A video's CTR gives an exact indication of how successful your video is at encouraging viewers to take action. The call to action you choose to use should then be relevant to the content of subject matter, tone, look and feel. If it seems out of context, it's not going to get a positive response from the viewers. Here are some ways to best use CTRs for your videos:

• Create and position your CTA. Make it visually attractive so that it pops out. It's possible to even put your CTA on different locations in the video. If you make enough modifications, continue and see what is effective.
• Concentrate on the engagement of your users first. If your data show drops offs before seeing your CTA the other tasks need to be carried out on content.
• Write compelling CTA copy. The copy should relate to your video's subject matter. One of the last things you would like to do is to confuse your audience.

5. Play at a high

If you wish to get a specific proportion of the audience you want to hit play in your video, then play rate is the metric to consider. Play rates represent the percent of visitors to your site who hit play before they began watching the video.

This measure is a great indicator of how pertinent your video content is to the location where it's placed as well as how successful it has been in getting people to view it. Marketo provides play rates using a simple formula:

 Play Rate =  the percentage of viewers who viewed and clicked the video multiplied in % of the total number of people who visited the landing page.

6. Engagement Rate

Engagement metrics are generally the most popular and important to gauge. They are where you will get the juice of how impactful the video is. The rate is based on the typical view duration and proportion of your video viewers actually view. Another formula estimates engagement rates:

• Engagement rate = total watched time/total number of video playbacks ( with replays)

• Meet your audience's expectations. If an audience member is expected to learn or see a how-to video, however, instead they are being marketed towards, it is likely that they will drop off.
• Eliminate the unnecessary excess. Make sure your videos are concise and straight to the point.
• Identify peak engagement points. If there are any commonalities in regards to when views skip or stop watching altogether determine why and make the necessary changes. c

*If engagement is low initially, don't beat yourself up for this. Always keep in mind that the main purpose behind the video, above all else for it to grow in popularity over time.

7. Duration of view average and end time

Don't forget to include the average duration of a view. The metric measures the total viewing time for your video multiplied by the number of times the video is played, which includes replays. It evaluates your video's capacity to hold the attention of viewers for the duration of the duration of the video. This metric is commonly found in a "watch time" report of the video software and comes with precise time stamps.

The most important YouTube metrics to be aware of

YouTube is the 2nd most popular search engine on the planet, second to Google. The place where Youtube's video metricsshine is when it comes to insights into the audience, views and click-throughs. Here's insights on why these metric types are a must-measure to the smart youtube user.

• Youtube has a full dashboard with audience reporting to know the demographic details of your viewership. Use this as a guide when creating and enhancing videos.
• The impression of your video is recorded every when someone views the thumbnail image of your video. Make sure your thumbnail image is eye-catching and relevant to your video's content.
• If you see a significant percentage of clicks, it's a great indicator that your thumbnail as well as keywords work. It is a good idea to ensure that you regularly examine the similarities between prior videos and see if they have anything in common to know the things that are working and what's not.

The most important metrics to be aware of

• Advanced video analytics allow you to determine the behavior of viewers from any point in the world and which devices they are using to watch.
• Explore your statistics to find out the ways your videos are noticed.

Lead generation through video: setting KPIs

• Play rate target Determine the play rate that is successful will be for your video. If you are using multiple video solutions, be aware that different platforms calculate the plat rate differently.
• Conversion target: This is the proportion of visitors who become customers. It can be difficult to measure, but in the case of including videos on your landing page A/B-testing CTA's may increase click-through-rates so you have a better idea as to which one works the best. If your viewers are engaged with your content, they have a greater probability of becoming customers.

The social media video metrics are important to be aware of

Social media and video have a lot in common. But measuring video metrics for social media are more than comments and likes. Similar to any other measurement it is important to focus on what will work for your brand. Think about the goals you want to achieve with your video that you share on social media. Here are the most important social metrics to be familiar with:

• audience reach:Reach measures how many users your video was shown to. It alone can help you understand the potential size of your audience. While a large audience may be a good thing but it only gets more effective when you evaluate it against similar metrics.
• number of followers:Keep a close eye on your audience when you release the video. Encourage your following to like, comment and share your content. Social media influence spreads in a blaze of fire and sharing your information will improve the ranking of your algorithm. This leads to increased traffic to your site. If your audience isn't increasing every time you upload a new video, a change to the content might be necessary.
• Engagement:This is a huge number. It reflects the level of social participation about your content and brand. Are people having conversations about the content you post? Are they sharing your post or re-tweeting it? Consider your goals using social media with regard to engagement. You must determine the best balance between interaction and sharing videos.

The wrapping up

We've got a lot of information available to us. It's never been simpler to assess and comprehend the effect of videos. The variety and kinds of metrics are overwhelming, remember to stick with what's relevant to you. It's not necessary to use all metrics, but you should be open to results.