Over the coming weeks we're outlining our top 9 video trends for 2023. The second trend we're covering is, 'Mastering Video Metrics: Understanding What Matters'. Read all about our top 6 metrics and why this is a trend you should care about. 

Video metrics as a trend and why it’s important

As the use of video content continues to rise, the importance of understanding and measuring the performance of video marketing campaigns has become increasingly crucial for businesses. In order to effectively measure the success of a video campaign, it is important to understand the various metrics available and how they can be used to evaluate the performance of a video. Our advice to you is to start with the actual metrics – which one are important for your business?

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6 Metrics We Think Are Important

View Play Rate

Engagement Rate Retention Rate Click-Through Rate (CTR) The number of times a video has been viewed is one of the most basic metrics for measuring the success of a video campaign.

Play Rate

The play rate is the percentage of people who have viewed a video that also clicked the play button. This metric can be used to understand how engaging a video is and how well it is resonating with its target audience.

Engagement Rate

The engagement rate is the percentage of people who have viewed a video that also engaged with the video, such as by liking or commenting on the video. This metric can be used to understand how well a video is resonating with its target audience and can be used to evaluate the overall effectiveness of a video campaign.

Retention Rate

The retention rate is the percentage of people who have viewed a video that have also watched the video to completion. This metric can be used to understand how engaging a video is and how well it is holding the viewer's attention.

Click-Through Rate (CTR)

The click-through rate is the percentage of people who have viewed a video that have also clicked on a link or call-to-action within the video. This metric can be used to understand how effective a video is at driving conversions and can be used to evaluate the overall effectiveness of a video campaign.

Conversion Rate

The conversion rate is the percentage of people who have viewed a video and then completed a desired action, such as making a purchase or signing up for a newsletter. This metric can be used to understand how effective a video is at driving conversions and can be used to evaluate the overall effectiveness of a video campaign.

Why you should care

Measuring the performance of video campaigns can be complex, but by understanding the various metrics available, businesses can gain valuable insights into the effectiveness of their video marketing efforts. By monitoring and analysing these metrics, businesses can make data-driven decisions to improve the performance of their video campaigns and achieve their desired business outcomes.

Our take

As a platform supplier of an end-to-end video platform it is crucial for us to make sure our customers can measure the outcome of their webinars and video. By themselves in our video platform or through either Matomo who is a GDPR safe alternative to Google Analytics.

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