Ask five content marketing specialists what key performance indicators (KPIs) you should keep track of when using videos and you’ll likely get five different answers. Navigating the waters of web analytics is no simple matter. With a multitude of different variables associated with measuring a video’s performance, it’s easy to get sidetracked, but that doesn’t mean that with some effort – and a little help from us – you can’t work out a strong strategy for tracking KPIs.
How well do you really know your audience? Do most viewers leave your video before it ends? Are you videos registering low level of user engagement? These are just a few questions to have on your mind when devising a plan for successful KPI tracking. Keep reading to find out more about the basics of KPIs for videos and start drawing up your own KPI measuring system today!
Who is my audience?
You need to know your target audience well, so that you can adjust the video content according to their unique habits and interests. By keeping track of the viewer demographics such as age, gender, geographical location, time zone, and median household income, you can segment your target audience into smaller sections that are easier to analyze. This will help you streamline your content and keep up with the viewers’ demands.
Do people watch my video all the way through?
An effective marketing video has to work as a whole in order to achieve maximum results. If a significant portion of your viewers stop the video at a certain point, this is a clear signal that something’s not right. It might be that the video becomes overly repetitive and difficult to follow after a while, or it might simply be too long for the average attention span of your audience. This is why it’s crucial to measure completion rate and identify the problem areas that might be preventing the viewers from watching the video in its entirety.
Does my video encourage viewer engagement?
Even if most of your audience sticks with the video till the end, this doesn’t mean that you can rest on your laurels just yet. There’s little benefit in getting a lot of people to watch the whole video if the deeper message ends up going over their heads. If you want to assure that the content is reaching the audience in the right way, pay special attention to viewer engagement. You’ll know you’re on the right track when a substantial percentage of viewers engage with the video in a meaningful way – by liking, commenting, or following through with the CTA – so make sure you check up on those engagement rates regularly.
What do the comments mean?
One of the most telling key performance indicators are the comments your audience leaves. Stay on top of both the count and the content of the viewers’ comments as these are, more often than not, better indicators of the video’s performance than the sheer number of views. Not only is a sizable number of comments a good indication that the video has struck a chord with the viewers, but the comment section is also a great way to tap into your audience’s profile and get a better understating of their preferences.
Do viewers share my video on other websites?
When it comes to staying on top of your video’s performance, expanding the view further than your own website is the way to go. Observing and analyzing video embedding trends is a crucial part of an effective organizational strategy. Once you identify the pages most frequently used by the viewers who share your videos, you can figure out what type of video content is most likely to capture the audience’s attention.
Our list of important key performance indicators for video content is by no means finite, so if you think that we forgot to mention other useful metrics that work well for videos, we would love to read about them in the comment section below!
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