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Thoughts - May 8, 2024

Metrics and Analytics for Video Success

Thoughts

Thoughts

Thoughts Thoughts

When it comes to video performance, understanding how to measure your video marketing efforts is essential to reaching (and reading) your audience. At Studio Sage, we’re all about data-driven video strategies — but, which metrics are the true measure of success? We’re here to shed light on what matters most. 

 

Understanding key metrics

 

  • View count: While view count is often the first metric we look at, it only scratches the surface. It tells us how many people have seen our video, but doesn’t provide insight into their level of engagement. For instance, a high view count might seem impressive in isolation, but if viewers are clicking away after just a few seconds, it might be a sign that our content may not be as effective as we’d like. 
  • Engagement metrics: Delving deeper, metrics like watch time, average view duration and audience retention give us a clearer picture of how engaged the viewers are. Watch time, in particular, is a valuable metric as it tells us the total amount of time viewers spend watching our videos. A high watch time is a strong indication that our content is compelling and is keeping viewers engaged throughout. 
  • Social sharing: Beyond engagement, social sharing metrics help us understand how our video content is resonating with audiences and amplifying our reach across various platforms. Metrics such as shares, likes and comments provide valuable insights into audience sentiment and can help us gauge the virality of our content. Also, tracking social sharing metrics enables us to identify trends and patterns in how our content is being shared, which can inform future content creation and distribution strategies. 

 

Beyond vanity metrics: tracking conversions

Tracking conversions is a marketing must in your reporting tools. By defining conversion goals and measuring conversion rates, we can determine how effectively our videos are driving action and aligning with business objectives. For example, if our goal is to drive website visits or product purchases, tracking conversion rates allows us to trace viewer actions and assess the effectiveness of our videos in achieving these objectives. By attributing conversions back to specific videos or campaigns, we can also identify which content resonates most with our target audience and optimize our future efforts.   

 

Harnessing advanced analytics

Tailor your strategies and target your ideal audience through advanced analytics. Providing deeper demographic insights, such as age, gender and interests, they enable us to create targeted content that resonates with specific audience segments. For example, if a significant portion of our audience is young adults interested in fitness, we can create content that speaks directly to their interests and preferences. 

 

  • Geographic distribution data: Identify regions where your videos are outperforming others so you can localize your content or target advertising efforts to those areas. Similarly, insights into preferred devices and platforms help us optimize our content for the platforms and devices most commonly used by our audience. 
  • Performance across channels: By analyzing how our videos perform across different channels, we can optimize our omnichannel approach for maximum impact. If we find that our videos perform better on certain social media platforms compared to others, we can allocate more resources to those platforms or adjust our content strategy accordingly. 
  • A/B testing and experimentation: Refine your video strategies even further by testing different variables and analyzing the results to see what resonates best with your audience. Test different video lengths, thumbnails or calls-to-action to determine which elements drive the highest engagement and conversions. By continuously testing and iterating on our video content, we can optimize its effectiveness over time and drive better results for our business. 

 

Success in video marketing goes far beyond view counts. By unlocking the power of data-driven video marketing through key metrics, conversion tracking, and advanced analytics, you’ll propel your video performance and gain valuable business insights along the way. 

About the author

Becca Zarchy

Associate Marketing Manager

As Associate Marketing Manager at EA Collective, Becca leads efforts to create and curate content across Agency EA, Storyhorse, and Studio Sage.