The 6 Most Important Metrics for Video Marketing
We believe that video views are actually a good indicator of how well your video, especially its hook, are performing.
Also, view count has its disadvantages, such as being unable to tell you who your audience is or whether your video resonates with them.
Based on data from the Video Marketing Survey, we created this list of important video marketing metrics to track. Let's get started.
Which metrics are brands tracking?
Video marketers recommend tracking these metrics to measure the performance of video content:
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Engagement (43%)
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Watch time (39%)
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View count (32%)
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Audience retention (27%)
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Follower/subscriber growth (25%)
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Average view duration (22%)
1. Engagement
The most important video marketing metric to track is engagement (likes, comments, etc.).
It makes sense: it's one of the most important factors for boosting your video's organic reach. A video that resonates well with part of your audience is likely to resonate with the rest as well.
Adriane Grunenberg, HubSpot Automation & Digital Analytics Expert, says that engagement rate is the most important metric because “A high one [engagement rate] indicates that your content is relevant and appealing, which can lead to increased organic reach as viewers are more likely to share and discuss the video.”
Engagement also provides marketers with valuable quantitative data. Comments can show you how your video affects your viewers emotionally. Does it seem like they are inspired? Or are they angry you covered a controversial topic? In the future, you can use this data to determine what video topics are most relevant to your audience.
By analyzing social shares, you can gain a deeper understanding of your audience's affinity for and loyalty to your brand. Using this metric, you can measure how valuable your content and brand are to your audience. Credibility is also increased as a result.
2. Watch Time
The second most important metric is watch time, which tells you how long people spend watching your videos.
The average viewer is sitting through nearly all of your 3-minute video, likely because they are interested in what it has to say.
When the view time averages out to 30 seconds, your video fails to draw people in or maintain their interest. This is exactly what Michelle Tabor, Solutions Engineer at Lynton, told me: “View time is a top indicator of if my content is boring or not.”
3. View Count
When your video is viewed on any device, your view count should increase, right?
Usually, that's not the case, and different platforms measure view counts differently.
As an example, YouTube counts a view as one person watching a video on one device. That person's watch time still counts under that one original view even if they refresh the page.
TikTok, however, increases views every time a video plays.
What is a good benchmark for the number of views your marketing videos should receive? According to a recent Video Marketing Survey, 45% of marketers say their videos average fewer than 10,000 views, and 16% say they average fewer than 1,000 views.
The average number of views per video for 82% is below 100,000.
5. Follower/Subscriber Growth
Growth in followers/subscribers can be a good indicator of a video's performance since it indicates your video is reaching new audiences and attracting new viewers.
Additionally, you can see what kind of audience your video attracts, which helps you create buyer personas and create better content.
6. Average View Duration
View duration is calculated by dividing the total watch time of your video by the total number of video plays, including replays. On average, it measures how long your viewers watch your video.
The average view duration is a powerful metric that reveals your audience's preference for video length. Your 45-second videos may need to be cut down by 15 seconds if the average view duration is 30 seconds.
Benchmarks for Video Marketing
There are different benchmarks for different types of videos. Listed below are a few video types and their benchmarks:
1. Short-form Videos
83% of survey respondents use short-form videos. It produces the highest ROI, generates the most engagement, and drives the most leads. Considering the rise of short-form video tools and platforms like Instagram Reels and TikTok, this isn't surprising.
According to 82% of marketers, short-form marketing videos should last under 60 seconds. The optimal length is between 21 and 30 seconds, according to most experts.
2. Long-form Videos
Video that lasts longer than three minutes is considered long-form video. In terms of usage, ROI, lead generation, and engagement, this format ranks second.
The optimal length for a long-form marketing video is three to six minutes (36%). According to 31% of respondents, it should last longer than 10 minutes.
HubSpot's Clip Creator is an AI-powered video maker you can use regardless of the video format.
Using the tool, you simply answer a few questions about your video, choose a template, and sit back while it uses artificial intelligence to generate the clip you want.
Now it's your turn
Increasing video-sharing platforms will only increase the importance of video marketing for your brand. You can make sound decisions for your next video marketing campaign now that you know what most marketers - including your competitors - are measuring.