Metrics; I’m sure you’ve heard numerous times how important they are, that you should review them on a weekly/monthly/quarterly basis, that they can provide insight into how your business strategies are actually performing, blah, blah, blah. If you’re sensing a bit of metrics aversion, then you’re right, this author isn’t a fan of all the numbers. It often just feels like a big dump of data that will take forever to analyze and who has time for that, am I right?!
The truth is metrics are important, especially when it comes to your new video, because as the old saying goes, you can’t change it if you don’t measure it. [bctt tweet=”Metrics provide insight into reach, engagement, viewing habits and video content and structure” username=”Amplomedia”] And because video can be such an incredibly powerful marketing tool, you want to ensure it’s performing to it’s fullest potential and that you are maximizing both the time and marketing budget you invested in your video.
Here at Amplomedia, every client is given free access to our video hosting service that not only provides a superior viewing experience, but also a whole host of video statistics that are easy to act on. To help you understand what your video metrics are telling you, we’ll use a video we recently created for the JCI Holiday Hamper program as an example.
First, check it out!
Pretty great video, right?! It first launched in early January as a showcase for the accomplishments of the 2014 Holiday Hamper program. JCI embedded the video on their Holiday Hamper landing page, sent out an email blast with a link to the video and shared it via their social media channels. Here’s a snapshot of the metrics for the first 2 weeks of the video’s debut:
Your eyes may be starting to glaze over just looking at that graph, but stick with me! Let’s look at what insight we can gain from the data:
- We know this video was loaded on the landing page 272 times by 224 people, which means some loaded it multiple times. The number of video loads and visitors help identify your reach. This metric could be considered either positive or negative depending on how many people the video was emailed to in comparison to how many people actually clicked through to watch it. If you find a very low percentage of people clicked through to watch the video, you’ve been provided some important insight into your audience’s engagement habits.
- Insight #1: Consider your distribution channel strategy (ie. email, social media, etc.) for your next video. Tweeking the content in the email or the post just a little can often boost your click throughs. Here’s where some simple A/B split testing can really pay off.
- We also know the video itself was played 195 times for a total play time of 3.2 hours, or another way of looking at it is the video was played 85% of the time. This tells us that not all of the visitors who click on the video’s link and ended up on the landing page (which triggered a load) actually played the video
- Insight #2: Setting the video to auto-play when the landing page loads, revising the content and size of the video on the landing page, and/or adding the video play button to the email image could all potentially increase the number of video plays. But be careful with auto-play. We usually only encourage our client’s to auto-play the video if the landing page is specific just to the video campaign and not a page that is easily navigated to while surfing their site.
- Finally, we also know that each time the video was played, on average 90% of it was watched. This metric is likely the most important one for you to consider as it acts as an indicator of how engaging and entertaining your viewers thought your video was. The more highly engaged or entertained they are, the more likely they will continue watching to the end. In this case 90% is a really great number. But even with such a great engagement number, the shape of the engagement graph can still be revealing. In our example, we can see that the audience stays with us until about the 23 sec mark and then we see a slow drop off of viewers. If this drop off was quite significant then we would want to consider adjusting the video at this point to create a bit more engagement (maybe insert a cat…everyone loves cats!). We also see that at about the 58 sec mark there’s a slightly steeper drop off. It is quite normal for viewers to close the video as it’s winding up, so there’s nothing alarming in our graph. If our call to action; however, didn’t come on screen until after this point, then we might be a bit concerned because it’s difficult to get your viewer to act without them seeing the call to action. In JCI’s case the call to action (visit holidayhamper.ca) is visible at 57 sec, so there’s no need to redo the video ending.
- Insight #3: include cats in your videos...or consider adjusting your video’s content in areas where engagement drop off is occurring.
- Insight #4: Consider restructuring the video so the key messages and call to actions are communicated earlier and/or consider a shorter video length.
As you can see, a quick review of these metrics has provided us with four important insights into the viewers behaviour, the effectiveness of the video and how the next video can be improved for maximum engagement.
Analyzing metrics may seem like an overwhelming process, but we hope this example helped alleviate some confusion and simplify the analytics so you can measure the impact of your video! Now take a look at your video’s metrics and observe the insights you gained!