Top 6 Video Marketing Metrics Your Boss Actually Cares About

Conventional contented mightiness show you that video views are a vanity metric, but I deliberation they’re really a bully parameter of really good your video, particularly its hook, performed. 

I besides deliberation that position count, arsenic a metric, has its drawbacks, for illustration being incapable to show you who your assemblage is aliases whether your video resonates pinch them. 

That’s why I created this database of important video marketing metrics to track, according to information from nan Video Marketing Survey I precocious ran. Let’s dive in. 

Which metrics are brands tracking?

According to video marketers, these are nan astir important video engagement metrics to way successful bid to measurement nan capacity of video content:

• Engagement (43%)
• Watch clip (39%)
• View count (32%)
• Audience retention (27%)
• Follower/subscriber maturation (25%)
• Average position long (22%)

1. Engagement

Engagement (likes, comments, etc.) is nan astir tracked video trading metric and nan astir important video trading metric to track.

This makes consciousness to me: it’s 1 of nan astir important factors successful boosting your video’s integrated reach. If a video resonates good pinch portion of your audience, it’ll apt resonate pinch nan rest. 

Adriane Grunenberg, HubSpot Automation & Digital Analytics Expert, says that engagement complaint is nan astir important metric because “A precocious 1 [engagement rate] indicates that your contented is applicable and appealing, which tin lead to accrued integrated scope arsenic viewers are much apt to stock and talk nan video.” 

I’ve recovered that engagement besides provides marketers pinch valuable quantitative data. Comments tin show you nan affectional effect your video has connected your viewers. Do they look inspired? Or are they angry you covered a arguable topic? This information tin thief you determine which video topics to attraction connected successful nan future.

Social shares tin overgarment a clearer image of your audience’s marque affinity and loyalty. This metric measures really overmuch your assemblage values your contented and brand. It besides builds your brand’s credibility.

Since group stock contented that confirms their perfect self-persona, group who stock your video are consenting to show their organization that they spot and support your brand.

Social sharing is besides 1 of nan champion forms of word-of-mouth marketing.

2. Watch Time

Watch clip is nan 2nd astir important metric, and it intelligibly explains really overmuch clip group really walk watching your videos. 

For example, if nan mean watch clip for your 3-minute video is 2 minutes, nan mean spectator is sitting done astir each of it, apt because they’re willing successful its content. 

On nan different hand, if nan position clip would mean retired astatine 30 seconds, your video doesn’t successfully tie group successful aliases support them interested. This is precisely what Michelle Tabor, Solutions Engineer astatine Lynton, told me: “View clip is simply a apical parameter of if my contented is boring aliases not.”

3. View Count

It seems logical that your position counts would summation immoderate azygous clip your video is watched connected immoderate device, right? 

That’s usually not nan case, and different platforms besides person different ways of measuring position counts.

For example, YouTube counts a position arsenic a video being played by 1 personification connected 1 device. If that personification refreshes nan page, their watch clip still counts nether that 1 original view.

On TikTok, however, views spell up each clip a video starts to play. 

So, what’s a bully benchmark for nan magnitude of views your trading videos should get? Most marketers (45%) responding to nan caller Video Marketing Survey I ran opportunity their views mean nether 10,000 views, while 16% opportunity their videos mean nether 1K views.

I besides recovered that 82% mean nether 100,000 views per video.

5. Follower/Subscriber Growth

Follower/subscriber maturation tin beryllium an fantabulous measurement of a video's capacity because it shows that your video is reaching caller audiences and attracting group to your brand.

You tin besides spot what benignant of assemblage your video attracts, which tin thief you create a purchaser persona and create much value contented tailored to your audience.

6. Average View Duration

Average position long is nan full watch clip of your video divided by nan full number of video plays, including replays. It measures really agelong your viewers watch your video, connected average.

Average position long is simply a powerful metric that reveals your audience’s video magnitude preference. For instance, if your 45-second videos support getting a 30-second mean position duration, you mightiness want to trim those videos down by 15 seconds.

Benchmarks for Video Marketing

Different kinds of videos person different benchmarks. Here are a fewer video types and nan benchmarks we recovered associated pinch them:

1. Short-form Videos

Short-form video is nan astir celebrated format among study respondents — 83% usage it. It has nan highest ROI, generates nan astir engagement, and drives nan astir leads. This doesn’t astonishment me, considering nan emergence of short-form video devices and platforms for illustration Instagram Reels and TikTok. 

82% of marketers opportunity nan optimal magnitude of a short-form trading video is nether 60 seconds. Most opportunity nan optimal magnitude is betwixt 21-30 seconds. 

2. Long-form Videos

Long-form video is wide considered to beryllium immoderate video longer than 3 minutes. This format ranks 2nd regarding usage, ROI, lead gen, and engagement.

I recovered that nan optimal magnitude for a long-form trading video is 3 to six minutes (36%). 31% of respondents opportunity it should beryllium longer than 10 minutes. 

Pro tip: Regardless of nan video format you use, HubSpot’s Clip Creator is an AI-powered video shaper that will thief streamline your process.

You simply reply a fewer basal questions astir your video to springiness nan instrumentality a consciousness of what you want to create, take a video template, and past beryllium backmost arsenic it uses AI to make nan clip you’re looking for. 

Over to You

As video-sharing platforms proceed to grow, video trading will only go much important to your brand's success. Now that you cognize nan metrics that astir marketers — including your competitors — are measuring, you tin make sound decisions for your adjacent video trading campaign.