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Measuring video engagement

Whenever you produce videos for your business, you need some way to measure their effectiveness. There are three big things you need to know to measure your videos success: Where are your videos being viewed, how many people have viewed them, and for how long.

Where people watch depends on your deployment plan and how your viewers share the content. The more engaging your video, the more people will share it. How many people watched your video? This is the number that everyone looks at first when evaluation a videos success. If it’s a big number that means the video is a success…right? Not necessarily. This statistic is actually of little use if you don’t know how long they watched.

video engagement

video engagement analytics

Let’s say Video A gets 5,000 views, but people are only watching the first ten seconds. Video B has 1300 views, but people are watching it all… which is the more successful video? How long people watch, known as “engagement statistics,” is a critical measure of a video marketing campaign’s success. You need an analytics program that includes engagement statistics as a standard feature.

But what do you do if you’re getting views, but your video is not engaging?

Review the engagement statistics and look for the “drop off point.” Watch the video as it lines up with the drop off point, and you will find clues as to why people left. You can then ask critical questions, like, Is this something that can be fixed with a simple re-edit, or would re-writing and re-shooting be more effective? What are the costs for the fixes, and do they justify the ROI? Often, with mission-critical marketing videos (like a home page conversion video) the best approach is a limited distribution (send to a small group, like your Facebook fans) in order to evaluate the engagement statistics, and re-edit to improve engagement if needed. Once you find that your audience is engaging with the video’s content, then you can roll out a wider delivery plan and continue to measure your response rates.

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