14 Video Metrics To Track for Content Success

By Indeed Editorial Team

Updated August 1, 2022 | Published September 29, 2021

Updated August 1, 2022

Published September 29, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

When creating a video to help enhance a company’s marketing strategy, it’s helpful to view the video’s statistics to determine how it’s performing and how users respond to it. Metrics can reveal the effectiveness of the content and its ability to serve an organization's goals. Understanding metrics can help a marketing or social media professional track a business’s video goals.

In this article, we explain what professionals use video metrics for, examine their importance and discuss 14 metrics you should track.

What are the uses for video metrics?

Video metrics refers to data that tracks the performance of published video content. Many metrics can measure the success of a video, such as how many views it has and the percentage watched by a viewer. Their significance depends on the context and need.

For example, for a video intended to educate viewers on a topic, the view percentage would likely be among the more important metrics to analyze. In comparison, the viewers’ perception may be more important for a public relations video about a brand. Often, it’s important to use multiple metrics to gain a complete understanding of content performance.

You may often use metrics for a video and key performance indicators (KPIs)—specific and quantifiable achievement measurements—together. The marketing team sets its main goal and then determines what KPIs align with it.

For instance, if the goal is to raise awareness of a brand, relevant KPIs might include impressions, the number of times people have seen the content, and click-through rates, which is how often users clicked on the content. The marketers may then examine the metrics reflecting the extent to which the content has met the KPIs.

Related: What Is a Key Performance Indicator (KPI)?

The importance of tracking metrics for videos

These metrics can provide marketers with insight into the characteristics of video content that lead to success. For example, if an organization sees an increase in conversions after a particular piece of video marketing, this suggests a causal relationship with the video itself. The marketing team can analyze the content of the video and compare it to previous content to understand why and how it succeeded.

Video metrics can also reveal useful information about the individuals who watch and engage with a video. By analyzing factors such as the percentage of the video they watched, the number of times they watched it and the people with whom they've shared it with, marketers can gain insight into viewers' interests. This knowledge helps with developing target audience profiles, which can guide the creation of future video content and increase the success of it.

Related: How To Create an Ideal Customer Profile

14 metrics to track for video content

Here are 14 metrics to track for video content that may provide valuable information about the content and viewers:

1. Impressions

In ‌video content, an impression is an instance of a video appearing on a person's screen. Impressions often appear as ads, but they also occur when someone searches for content and the thumbnail of your video is among the search results.

Depending on the platform you publish the video on, there might be conditions determining whether a video’s appearance counts as an impression. For example, the platform may require more than half of the video’s thumbnail to be visible for longer than half a second.

Impressions can be a valuable metric because it shows the reach of the content, which can help quantify the potential base. You can help increase the video’s impressions with search engine optimization (SEO) techniques.

Additionally, you can use visually appealing details in the thumbnail or the beginning moments of your video to improve video impressions. Here are a few SEO techniques to consider for video impression enhancing:

  • Research, select and implement relevant keywords.

  • Include closed captioning options for increased accessibility.

  • Ensure to mention the keyword in the video.

  • Place subtitle options in various languages in the video’s settings.

  • Write the video’s transcript in the description.

  • Create a title, description and tags with keyword optimization.

Related: Guide To Calculate Impressions: Definition and Example

2. View count

The view count is the number of people who have viewed a video. Depending on the video platform and the type of video content, the term view may have varying definitions. Some platforms count a view when someone watches at least three seconds of a video. Others have higher thresholds, such as 30 seconds or 30% of the content.

This metric can determine whether there are appealing factors persuading people to open your video. View count may also describe the video’s reach, which can include the type of users watching the content. 

To boost your view count, research which social media channels are most likely to attract an organization’s target audience. From there, post links to the video content on these channels with a call-to-action in the captions.

Share with users the general overview of the video and where they can access the video’s link easily. You might also consider sharing the content with influencers who appeal to the business's target audience.

Related: The Definitive Guide to Video Marketing

3. Play rate

Play rate refers to the percentage of individuals who willingly played and watched a video. nt. It's calculated You can determine the play rate by dividing the number of people who clicked play by the number of people who visited the page hosting the content, but often a platform may calculate the math for you.

This metric is useful for determining the content's appeal, such as the video thumbnail, its position on the page, its size, its title and the associated text. A high play rate may suggest high relevance to‌ the page topic and skillful use of visuals.

You can improve the play rate by making a few adjustments, such as considering using a relevant and visually appealing video thumbnail. Refine the title, descriptive text and any page copy to be more direct and appealing to the target audience and enhance the play rate.

4. Watch time

Watch time is how much time people have spent viewing a video. By measuring viewer engagement with your content, you can gain insight into how compelling it might appear to users. Some platforms rank videos based on the watch time metric, which means a higher watch time can cause the video to rank above competing search results.

Videos that quickly introduce the topic and answer an essential question increase the viewership because they’re finding what they need rapidly. This means you can improve watch time by creating content that's direct, clear and relevant to an audience.

5. Rewatches

Rewatches are the number of times viewers return to video content, either to watch it in its entirety or to view particular portions. A high rewatch rate suggests your content is relevant and interesting to viewers. To improve your rewatch rate, analyze the content receiving the most rewatches and try to offer content on similar topics for future content.

6. Engagement

Engagement measures viewers' interactions with a video. Video platforms may include engagement features, such as a like and dislike button, comment section and share option, which are all different ways viewers can express how they feel about the content.

Engagement metrics can show whether and how your video has affected an audience emotionally. They answer questions about audience approval, feelings toward the content and affinity for the brand. Here are some ways to boost engagement for video content: 

  • Optimize the content for mobile and desktop screens 

  • Improve the production value

  • Include calls to action within the video

  • Add the business’s branding within the video to enhance brand recognition

  • Ensure the video lighting is bright for users

Related: Your Guide to Engagement Marketing 

7. Click-through rate

Click-through rate refers to how many people perform a video’s call to action or desired action. It's a measure of the results gained from your content. For example, if you want viewers to subscribe to the platform channel, the click-through rate shows how many users completed that action.

A couple of factors can affect your click-through rate, such as the placement of the call to action. If you place it at the beginning, there's a chance many viewers may see the call to action and act on it.

The level of engagement is another, as interesting content is more likely to encourage viewers to watch the entire video. Consider placing the call to action near the beginning or middle of the video and explore ways to make your content more relevant to viewers.

Read more: Click-Through Rate (CTR): Definition and How To Use It

8. Social sharing

Social sharing measures the number of people sharing video content. This metric is helpful because it extends engagement, showing the content is appealing to viewers. Knowing this, analyze the qualities of the video and apply them to future content. Additionally, social sharing rates can affect other metrics, such as view count and click-through rate, which can amplify the benefits of each. 

To improve social sharing, consider including it in your call to action, or directly share the content with influencers who can help spread it for you. If you place the video on a brand’s website, it’s important to include social sharing options directly on the site as well.

Related: What Are Social Media Analytics and Why Are They Important?

9. Unique viewers

The unique viewers metric refers to the number of new people exposed to your content. Normally, unique viewership numbers appear for content creators who operate a channel on a video platform, which many organizations do. These numbers can be useful for understanding your rate of growth as a brand.

Your impressions and social sharing rate can help to drive up the number of unique viewers. Aside from improvement techniques associated with those metrics, consider using keywords in your title and tags in your description. Leveraging viral trends can also boost your unique viewership.

10. Audience report

The audience report reveals useful information about the people who watch the video content. This information can reveal whether you're appealing to your target audience. If most of your viewership is outside of your target, consider altering the tone and material of your content.

Otherwise, use the audience report to guide your video marketing by showing you what kinds of content your audience likes or may like. Here’s some information you may find in the audience report.

  • Demographic details, including age and location

  • Time and days users watch the videos 

  • Similar videos the users watch 

  • Competitor channels the users engage with 

  • The brand’s most popular video

Related: Demographics vs. Psychographics in Audience Segmentation

11. Feedback

Feedback is qualitative data, and it’s typically performed in the video’s comments and reactions section, which shows how viewers feel about the content or the brand. Their feedback can highlight the brand's reputation and whether the videos are achieving its goals.

To encourage feedback, use the call to action to ask viewers to leave comments or ask questions throughout the video for viewers to answer in the comment section. Review the comments to help improve the brand’s content.

Related: What Is a Feedback Loop and How You Can Use It To Improve SEO

12. Conversion rate

The conversion rate is a measure of how many viewers became a lead—a customer or potential customer. For example, if a video is advertising a new product, an instance of a viewer signing up for your company newsletter or buying the product counts as a conversion.

The conversion rate is a beneficial indicator of the content's effectiveness. Additionally, you can increase the conversion rate by providing the information viewers require to fulfill the brand’s desired actions, such as by providing links to products or sign-up pages.

Related: How To Calculate and Optimize Your Conversion Rate

13. Bounce rate

Bounce rate refers to the number of people who visit a website but leave it without clicking through to other pages. This metric can be useful when publishing a video to the landing page—a site created specifically for a marketing campaign.

The aim is to minimize the bounce rate, as a higher rate means fewer people are navigating to areas of the site you may desire them to visit. You can improve the bounce rate by designing the landing page so it's easy to find links and navigate to other pages.

Read more: Guide: What Is the Bounce Rate of a Website?

14. Time spent on page

Time spent measures how long, on average, visitors remain on a specific page. Usually, the longer users stay on a page, the more likely they may perform a desired action. To improve time spent on page with a video, ensure the video content is relevant to the site’s copy, informative and enjoyable.

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