Video content is a powerful way to engage your audience, showcase your brand, and achieve your goals. But how do you know if your videos are actually working? How do you measure and improve your video performance? In this article, we'll cover some of the key metrics and tools you can use to track your video content success.
Before you start tracking your video content success, you need to have a clear idea of what you want to achieve with your videos. What are your specific, measurable, achievable, relevant, and time-bound (SMART) goals? For example, do you want to increase brand awareness, generate leads, educate customers, or drive sales? Depending on your objectives, you'll need to choose the right metrics and indicators to measure your progress and impact.
?? How do you gauge the triumph of your video content? First, pinpoint your goals—think big, like viewer engagement or sales conversions. Then, twist the usual metrics game: don’t just count views; measure the silence! How long do viewers watch without clicking away or diving for the comments? This “silent viewer” metric might just reveal more about your content's gripping power than traditional stats ever could. Define, then redefine success!
Success depends on what the client is looking to achieve when hiring you. Are they looking at maximising engagement to increase brand awareness, or are they looking to drive conversions to their website? Both of these goals require totally different styles of content, so knowing the objectives and issues of the brand you're working with is one of the best ways to ensure you're aligned and the project will be successful.
Lo primero que debes saber es que número de seguidores no es igual a ventas, ni a calidad, ni a conversiones. En este caso lo que te importa más que tener muchas reproducciones es que esas reproducciones sean hechas por los clientes correctos. Entonces antes de rastrear los números, define exactamente quién es el cliente y donde se encuentra, qué redes usa, si el video sólo lo colocarás en pautas de redes, de manera orgánica o cómo será visto. Ya con esa estrategia pensada, puedes pensar en cómo medir y usar las métricas.
What is it that you specifically want to achieve from the content? As the content creator you have a lot of choices in this regard. Some of the most common objectives include: Informing Entertaining Training Interrupting Building a relationship Building a brand Driving sales Creating change Introducing Influencing When the content creator doesn't clearly understand what they want to get out of the 'value exchange' with their audience they fail in creating and crafting effective visual content that reflects their key message. When this happens the message becomes unclear, obtuse and hard to define and as a result audiences tune out, switch off or go find other content that understands what they want and need.
When measuring the success of your video content, there are many different metrics to consider. Views, watch time, engagement, completion rate, conversion rate, and retention rate are some of the most common and relevant metrics. Depending on your objectives, you may want to prioritize certain metrics or combine them to get a more comprehensive picture. For instance, if you want to increase engagement, you may focus on views and watch time. If you want to drive conversions, you may prioritize completion rate and conversion rate.
A mistake creators sometimes make here is in placing too much emphasis on views. If the goal is to drive awareness, views are one good measure, but they shouldn't be used in isolation. You also have to look at engagement metrics such as likes, comments, and shares, which can help indicate whether the content is resonating. Alternatively, if the goal was to drive website traffic or generate affiliate income, click-throughs or purchases are better measures than total views.
Video metrics usually go together - a video with high views and likes will likely have a high number of comments. Your metrics might change a little depending objectives, for example, if you're building a podcast audience, you probably don't want clicks and impressions, as much as you would watchtime. Of course you'd still like impressions and so on, but watchtime is likely more important to building a good relationship with listeners. On the other hand, if you're running an advert, you likely don't care so much about watchtime as much as you do impressions and click-through rate. Reference the objectives and then make a video(s) with the platform and metrics in mind.
?? Choose your metrics wisely. Beyond the basics like views and likes, tap into the power of engagement duration and interaction rates. Think outside the box—track the pause and replay actions; these often overlooked behaviors indicate which parts truly captivate your audience or where they seek clarity. Dive deep into the analytics to discover not just who watches, but how they watch. This is your secret weapon in mastering content success.
Average watch time is usually a good starting point. You can see where you lose attention. But be mindful if there is a call to action within the video, the individual may actually be buying the product/service
Different metrics tell different stories, and these can vary from platform to platform. Let's discuss YouTube. If your impressions are high but your click-through rate (CTR) isn't, it means you need to work on your title and thumbnail. If your CTR is high but people are leaving early, it indicates that your video isn't engaging enough. Focus on improving your hook and storyline. If people are watching but not engaging, it means you need to encourage engagement and come up with a creative call-to-action (CTA)
Tracking the success of your video content requires the use of the right tools to collect and analyze data. YouTube Analytics, Google Analytics, social media analytics, and video hosting platforms offer a variety of features to measure performance. YouTube Analytics provides insights into views, watch time, engagement, audience retention, and more. Google Analytics offers metrics such as video views, conversions, and bounce rate. Social media analytics tools can track reach, impressions, and engagement on platforms such as Facebook, Instagram, Twitter, or LinkedIn. Video hosting platforms like Wistia, Vimeo or Vidyard provide analytics for video views, watch time, engagement, completion rate, conversion rate and more. Advanced features such as heatmaps, A/B testing or lead capture can also be used to enhance your video content and strategy.
??? Use the right tools to unlock your video content's potential. Don't settle for generic analytics; arm yourself with specialized software that can dissect viewer behavior, map engagement heatmaps, and even predict drop-off points. Incorporate AI-driven tools that offer real-time insights and suggestions for optimization. These advanced gadgets aren't just for tracking—they transform data into actionable strategies, making your content not only seen but truly impactful.
Ve más allá de la información básica del número de reproducciones. Cuando usas Youtube Studio puedes encontrar métricas súper relevantes como país de origen, segmento más visto del video (que debes pensar en porqué es el segmento más visto para así poder replicar en futuros videos), y especialmente origen del tráfico, para ver si tu estrategia publicitaria está funcionando y realmente las vistas vienen de quienes necesitas que vengan.
Tracking the success of your video content requires benchmarking your results against your own standards, competitors, or industry. Doing so can help you evaluate strengths and weaknesses, identify gaps and opportunities, and set realistic goals. To benchmark your results, you can compare your current results to previous ones to analyze trends and changes over time. Additionally, you can compare your results to those of competitors to get insights into their strategies and tactics. Lastly, you can compare your results with industry averages or best practices to determine where you stand and how you can improve.
Benchmarking results is a great way to gauge performance, but you need to be careful what you're benchmarking against and manage expectations accordingly. For example, if it's the "industry average," did you have the industry average budget, timeline, and experience on your team for that size/scope of project? If you didn't, that's probably not a fair comparison. A similar principle applies when measuring the performance of videos on YouTube, but other factors can also influence performance. How much of a back catalog of videos does the channel (or channels) have compared to your channel (or the client's channel)? If there's a big discrepancy, the channel with the bigger back catalog has more opportunities for end-screen recommendations.
Analyze this feedback regularly to identify recurring themes or patterns, which can guide your content creation decisions. Use this information to tailor your videos to better resonate with your audience, increasing engagement and retention. Leverage analytics tools to track watch time, retention rates, and click-through rates to measure your content's effectiveness and identify improvement areas. Experiment with different formats, topics, and delivery styles based on these insights to keep your content fresh and engaging. You can ensure that your videos remain relevant and impactful in an ever-evolving digital landscape by continuously iterating and optimizing your video content strategy based on audience feedback and analytics.
Finally, to track your video content success, you need to optimize your content based on data and insights. This can help improve video quality, relevance, and effectiveness, while achieving better results. You can test different video formats, lengths, styles, and elements to determine what works best for your audience and goals. Additionally, consider updating or repurposing existing videos to make them more engaging, informative, or persuasive. Improving video metadata such as titles, descriptions, tags, thumbnails, or captions can also make them more searchable and accessible. Promoting or distributing videos more effectively can help you reach more potential viewers and customers. Tracking video performance is an ongoing process that requires planning, measurement, analysis, and improvement. By following these steps you can gain valuable insights and optimize your video content and strategy.
Con respecto al formato del video, siempre te será mejor grabar en formato horizontal a la resolución más alta posible para poder sacar versiones verticales o cuadradas del mismo material, a menos que única y exclusivamente decidas que necesitas tu material para visualización en dispositivos móviles y grabes en vertical.