Whenever we are concerned about enhancing our presence using catchy and engaging videos through any channel, measuring its performance matters a lot. If we will not be able to measure the right direction of how our published videos are performing, we might not be able to see our expected results. But how does that video performance get measured? Exactly, that’s the reason we are here.
In this guide, we’ll look at some key and most famous metrics that can help us measure the true performance of any video. It could be measuring metrics like likes, engagements, shares, comments, etc. Let’s take a look!
Why Should We Measure The Performance Of A Video?
Measuring how a video is performing is always crucial to understanding what steps you need to take next.
By realizing how your video is performing among your audience, you get the chance to know whether this is beneficial for your growth. Or you need to change your video content strategy.
We set some pre-established goals before publishing any video on our website, Social Media Profile, YouTube, or anywhere.
And if that video isn’t going near enough to those goals, we can easily find out what is missing. Sometimes, we see our videos performing exactly as we desire them to be.
So, this time, we can focus on publishing more and more content.
Top Metrics to Measure the Performance of a Video:
There is no single way of measuring the overall performance of a published video.
However, some of the most famously used video metrics to measure its performance are described as follows. Please take a look!
1. Measuring View Count
This is the first important metric to look for in any video published on any online platform. View count simply means how many people have watched your videos so far.
With greater numbers, it feels like your video is performing well. But with low numbers, it might be disappointing to find the results.
However, view count is often seen differently for different video-sharing platforms.
For example, it could be different for YouTube, and it could also be different for TikTok. Here are a few measurements to understand view count better.
YouTube: For YouTube, view count means someone desires to watch your video for 30 seconds.
TikTok: Here, the number of view counts shows on the video you have published after someone watches it in their feed or by direct research.
Facebook: Facebook has reels and videos these days. Here, view count comes as somebody watching your video for like 3 seconds.
Instagram: On Instagram, a single view count comes when someone pays attention to your video content for almost 3 seconds.
LinkedIn: On this platform, a single view count happens when a person watches your video for at least 2 seconds.
Twitter: Here, a Video view displays when someone desirously watches your content for 2 seconds and, in the meantime, reaches half of that video content.
Hence, View count is one of the most famous metrics to measure the exact performance of your published video. View counts are available over almost all platforms.
2. Engagement Time Measurement
The next famous key metric in measuring video performance is engagement time. It is when somebody intentionally comments on your video and shares his or her feedback.
It also includes how many people have actually liked that video.
More comments and more likes mean more engagement in that specific video. It shows that your video is performing great in its environment.
On the other hand, the reverse would be finding a new environment or new ways to optimize your video content.
3. Measuring Play Rate for Video Performance
This amazing KPI works better when you need to find out the video performance on a landing page or something.
Landing Page videos have play buttons embedded into them. Whenever a specific person has to watch a video on your specific landing page, he or she has to click the Play button.
More clicks on the Play buttons means your video on that landing page has been seen by more people.
And at the same time, a lower number of Play Rates means you need to improve that video again!
4. Measuring Total Watch Time
These key performance indicators help us understand how many hours people have watched our videos. It is a cumulative measurement.
It also includes replays. With this KPI, you understand how engaging that video is to your audience. And how your audience is resonating with it.
With having a longer watch time it actually means the video is performing well.
But with a shorter watch time, you should be worried about the performance of that specific video.
5. Measuring Social Shares
Besides Likes and Comments, counting the total number of shares your video might actually have is another metric.
This helps you understand how many people have found your video helpful.
They also let you understand how many of them are actually recommending your content to their loved ones.
If the number of shares is more, it means people have loved your content, and they are interested in enhancing your brand awareness.
But a lower number of shares or no shares at all means you need to work on the improvement of that video.
6. Measuring Conversions
Conversions means how many people who have visited your video place have actually turned into your customers.
More conversions mean better performance of the video.
But fewer conversions means you should apply some new practices to improve it for more audience and to bring more conversions.
7. Clicks and CTA ( Click Through Rate)
Mostly, our videos come with actionable CTA buttons. We embed this button so that our clicks can be converted into conversions.
This KPI indicates how many clicks we have received so far and how many conversions we have made with such clicks.
More CTA means the video is performing better. And less CTA means we need to work on improving such videos.
Hence, these are some highly used Key Performance Metrics to measure the overall performance of your video. It doesn’t matter for what purpose you use that video. And it also doesn’t matter on which platform you actually publish it. If these metrics are good, you are doing great. But if these metrics don’t bring the results as expected, you need to work on your video publishing methods.