Skill Level Beginner
- Unless you're a marketing professional, you probably aren't aware of all of the different types of statistics that make up a video success rate. So here I just want to cover the basics. And by the way, you can get these types of stats from backend analytics tools like Google Analytics or Google Search Console. First up, number of impressions. This is the number of times the video has loaded in a web browser or social media app. This doesn't actually mean that anyone has seen the video. It just means that it's there, ready, chilling in the background. So for example if a user visits a news site and there are several videos on the sidebar or organized within the article, those count as impressions. But again, they might be ignored completely. In this sense, it isn't really about interaction with content, but this can give you some idea of how well a video attracts viewers' attention. So while the number of impressions itself doesn't tell us a ton, when combined with the total number of views, it can be valuable data. Which leads us to total number of views. This is the number of times users either click on your video or pause long enough on an autoplay video. There are actually different standards for what constitutes a view. On Facebook or Instagram, the video needs to play for at least three seconds. But on YouTube, it needs to play for at least 30 seconds. Regardless, this number is typically a better indication of how well users have actually interacted with the content. Now when you divide the number of views by the number of impressions, you come up with a metric called the play rate and that could be useful to see how much traction your video has in the spaces that it lives. That is, it can show you just how effective your video is at grabbing the user's attention and getting them to click. There are all sorts of different ways to improve your play rate, things like writing more engaging titles, including interesting text with the video, and creating visually interesting thumbnails. You also might consider going back to re-edit the first five seconds of the video to make it more visually stimulating. Another video marketing statistic is view length which shows how long users watch the video before dropping off. This is really important because it tells you how long the video holds your viewer before they move on. Pinning down where you're losing people by analyzing the most popular drop off points can help you tweak your videos going forward. Maybe your videos are too long or not focused enough or they don't strike the right tone. So the good thing about this statistic is that even if there are problems, you can use it to help you get better. There's also engagement rate which is the number of people still watching the video at a certain point divided by the number of people that actually started watching it. So to calculate this as a percentage, you can divide the video into 100 segments. Then for each segment, you divide the number of viewers still watching by the number of original viewers. So for example if 100 people started watching your video and 85 are still watching it after 30 seconds, then your engagement rate for the 30-second segment is 85%. If 60 people are still watching after one minute, then your engagement rate for the one-minute segment is 60%. So just as with view length, this data point can help you pinpoint where people are dropping off and then you can study those segments. I want to finish by talking about conversions which represents the number of viewers who listened to your call to action. Depending on your video's goal, this can mean different things. Maybe it's a sale or downloading an app or visiting your site. Ideally, it should be a specific action that you can measure. And of course you'll try to improve your conversion as you hone your video marketing strategy. There are other valuable metrics including viewer location, referral source, device type and more. And depending on the video and your goals, each of these video marketing statistics could be useful in nailing down your strategy and tweaking it going forward.