Typical knowledge may inform you that video views are a conceit metric, however I believe they’re truly indicator of how properly your video, particularly its hook, carried out.
I additionally assume that view depend, as a metric, has its drawbacks, like being unable to inform you who your viewers is or whether or not your video resonates with them.
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That’s why I created this record of vital video advertising metrics to trace, based on information from the Video Advertising and marketing Survey I not too long ago ran. Let’s dive in.
Which metrics are manufacturers monitoring?
In accordance with video entrepreneurs, these are a very powerful video engagement metrics to trace with a purpose to measure the efficiency of video content material:
Engagement (43%)
Watch time (39%)
View depend (32%)
Viewers retention (27%)
Follower/subscriber progress (25%)
Common view period (22%)
1. Engagement
Engagement (likes, feedback, and so on.) is essentially the most tracked video advertising metric and a very powerful video advertising metric to trace.
This is sensible to me: it’s some of the vital components in boosting your video’s natural attain. If a video resonates properly with a part of your viewers, it’ll seemingly resonate with the remaining.
Adriane Grunenberg, HubSpot Automation & Digital Analytics Professional, says that engagement charge is a very powerful metric as a result of “A excessive one [engagement rate] signifies that your content material is related and interesting, which might result in elevated natural attain as viewers usually tend to share and focus on the video.”
I’ve discovered that engagement additionally gives entrepreneurs with precious quantitative information. Feedback can present you the emotional impact your video has in your viewers. Do they appear impressed? Or are they indignant you lined a controversial subject? This information may help you determine which video subjects to concentrate on sooner or later.
Social shares can paint a clearer image of your viewers’s model affinity and loyalty. This metric measures how a lot your viewers values your content material and model. It additionally builds your model’s credibility.
Since individuals share content material that confirms their ideally suited self-persona, individuals who share your video are prepared to indicate their neighborhood that they belief and assist your model.
Social sharing can be among the finest types of word-of-mouth advertising.
2. Watch Time
Watch time is the second most vital metric, and it clearly explains how a lot time individuals truly spend watching your movies.
For instance, if the typical watch time on your 3-minute video is 2 minutes, the typical viewer is sitting by way of practically all of it, seemingly as a result of they’re fascinated by its content material.
However, if the view time would common out at 30 seconds, your video doesn’t efficiently draw individuals in or hold them . That is precisely what Michelle Tabor, Options Engineer at Lynton, instructed me: “View time is a high indicator of if my content material is boring or not.”
3. View Rely
It appears logical that your view counts would enhance any single time your video is watched on any machine, proper?
That’s often not the case, and completely different platforms even have alternative ways of measuring view counts.
For instance, YouTube counts a view as a video being performed by one particular person on one machine. If that particular person refreshes the web page, their watch time nonetheless counts beneath that one authentic view.
On TikTok, nonetheless, views go up each time a video begins to play.
So, what’s benchmark for the quantity of views your advertising movies ought to get? Most entrepreneurs (45%) responding to the current Video Advertising and marketing Survey I ran say their views common beneath 10,000 views, whereas 16% say their movies common beneath 1K views.
I additionally discovered that 82% common beneath 100,000 views per video.
5. Follower/Subscriber Development
Follower/subscriber progress will be a wonderful measure of a video’s efficiency as a result of it reveals that your video is reaching new audiences and attracting individuals to your model.
You may also see what sort of viewers your video attracts, which may help you create a purchaser persona and create extra high quality content material tailor-made to your viewers.
6. Common View Period
Common view period is the whole watch time of your video divided by the whole variety of video performs, together with replays. It measures how lengthy your viewers watch your video, on common.
Common view period is a robust metric that reveals your viewers’s video size choice. For example, in case your 45-second movies hold getting a 30-second common view period, you may wish to lower these movies down by 15 seconds.
Benchmarks for Video Advertising and marketing
Totally different sorts of movies have completely different benchmarks. Listed here are just a few video sorts and the benchmarks we discovered related to them:
1. Brief-form Movies
Brief-form video is the most well-liked format amongst survey respondents — 83% use it. It has the very best ROI, generates essentially the most engagement, and drives essentially the most leads. This doesn’t shock me, contemplating the rise of short-form video instruments and platforms like Instagram Reels and TikTok.
82% of entrepreneurs say the optimum size of a short-form advertising video is beneath 60 seconds. Most say the optimum size is between 21-30 seconds.
2. Lengthy-form Movies
Lengthy-form video is broadly thought-about to be any video longer than three minutes. This format ranks second concerning utilization, ROI, lead gen, and engagement. 
I discovered that the optimum size for a long-form advertising video is three to 6 minutes (36%). 31% of respondents say it ought to be longer than 10 minutes.
Professional tip: Whatever the video format you employ, HubSpot’s Clip Creator is an AI-powered video maker that may assist streamline your course of.
You merely reply just a few fundamental questions on your video to offer the software a way of what you wish to create, select a video template, after which sit again because it makes use of AI to generate the clip you’re searching for.
Over to You
As video-sharing platforms proceed to develop, video advertising will solely develop into extra vital to your model’s success. Now that you recognize the metrics that almost all entrepreneurs — together with your rivals — are measuring, you may make sound choices on your subsequent video advertising marketing campaign.
