3 Overlooked Video Metrics to Track
Video marketers often get caught in the trap of focusing on view count. They measure success based on how many consumers clicked on the video. However, view count only tells part of the story. Views don’t automatically translate into new customers, nor do they provide information about engagement or return on investment. Marketers need to dig deeper so their brands can make the most of their video marketing campaigns.
The following three video metrics can help your brand determine how you’re holding your viewers’ attention and whether you can convert them to loyal customers.
1. Video starts
Video starts are the number of times people begin watching a video. This metric reflects the level of exposure your video campaign is receiving. A low number of video starts could indicate that the platform on which your video is displayed isn’t attracting your target audience. Marketers should experiment with uploading video content on different channels to see which garners the most attention.
Platforms aren’t the only factor that affect video starts. A platform could be saturated with your target audience, but consumers won’t continue to watch if the video doesn’t seem enticing. Video starts help marketers determine how many people are interested in what your brand has to say. Boost the number of video starts by creating a title, thumbnail and message that really pops.
2. Completion rate
Completion rate is the percentage of how many viewers watched your video through to the end. Brands want a high completion rate because it shows that consumers are engaged. A consumer who’s willing to watch an entire video is more likely to become a loyal customer than someone who drops off shortly after the 30-second mark.
Completion rate gives you a good idea of how many people remain interested in your product or service, especially if you place a call to action at the end of the video. Consumers who watch the entire ad are usually the ones clicking links to your company’s social media profiles and product pages. If the video’s completion rate is low, you’ll want to repackage the content in an engaging way or potentially produce shorter videos.
3. Cost per completed view
Under certain payment models, cost per completed view (CPCV) is how much advertisers pay to a channel every time their video is watched to completion. Every channel determines “completion” time differently, but it’s usually much longer than the time used to count an impression. A video’s completion rate is closely tied to the CPCV, allowing marketers to ensure their videos are having maximum impact with their ad spend.
The cost per view is mere pennies, but pocket change adds up over time. High CPCV might mean your video distribution plan isn’t working.
Marketers who retain viewers’ attention until the end typically have better return on investment from their videos. Videos with a high completion rate also ensure channels and publishers collect enough revenue from each ad. If your completion rate is low, publishers might have no choice but to hike up the CPCV so they can maintain a steady profit.
Get a comprehensive view of your video metrics
As you can see, there’s more to video metrics than shares and view count. Video starts, completion rate and CPCV illuminate weak points in your strategy so you can make adjustments as necessary. Marketers who monitor these often overlooked metrics can expand their brand’s following and collect a larger return on investment.
Are your video metrics flagging? Recruit the help of Spin Creative and say hello to greater success in your industry.
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Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
