You’ve produced some top-notch videos, but determining their effectiveness is difficult without video analytics to tell the story.
Imagine your boss suddenly asks about the most impactful videos and which ones should be prioritised for future production. What do you say?
Analytics plays a pivotal role in any successful video marketing strategy.
TOTAL VIEW COUNT
Typically, the first thing people want to know following the release of a new video is, “How many views did we get?”
While this question is valid, focusing solely on views can be deceptive—a vanity metric unless given context with things like video engagement stats.
Consider this: One of your videos goes viral with millions of views. However, it may still be a failure if the viewers aren’t part of the target audience.
On the flip side, if that video only got 200 views, but they were all from decision-makers at FTSE 500 companies, then you could say it’s a big win.
If your view counts are low or declining, reassess your video distribution strategy.
Are you publishing on the right platforms? Do your titles and thumbnails capture attention effectively?
ATTENTION SPAN DATA
While video length contributes to viewer retention, it’s not the sole factor.
Contrary to the belief in goldfish-sized attention spans, modern viewers will engage with content that is genuinely entertaining or useful.
In fact, 53% will watch a video to the end, regardless of its duration.
Although 60% of videos are under two minutes, you may see a 30-minute educational video be successful.
Success depends on factors like video type, funnel stage, and audience, which you need to test for yourself.
You can class it as a win if at least 60% of viewers watch the whole video. This is known as the video completion rate.
If your finish rate is significantly lower, consider adjusting the format, length, or subject matter to align with your audience’s preferences.
TOTAL CLICK-THROUGH RATE (CTR)
When your audience sees your video, do they click?
The total video click-through rate (CTR) gauges the total views divided by the number of people who clicked, focusing on the appeal of your title, call to action (CTA), and thumbnail.
It doesn’t matter so much about the video content quality, what’s more important is the attractiveness of your title, CTA, and thumbnail.
Make your title interesting while accurately conveying the video’s content. Use compelling verbs in your CTA and customize the thumbnail to entice clicks.
Maximize your video’s CTR by making it the central focus of your landing page or video email.
Examining Vidyard’s campaigns reveals that the video player dominates above the fold, minimizing distractions with minimal text, buttons, or graphics.
Additionally, testing various thumbnail images can further boost CTR by identifying the preferences of your audience.