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24 October 2023 Video production tips and best practices

Top 10 KPIs Every Video Marketer Should Track

Explore crucial KPIs for video marketers in 2024. From views to audience insights, refine your strategy with our Video Marketing Scorecard

Diving headfirst into video marketing? Brilliant move! But to truly harness its potential, you need to be clued up on performance. Here's a comprehensive breakdown of the top 10 KPIs every video marketer should be intimately familiar with.

1. View Count

This is the sheer number of times your video's been viewed. A high view count can boost your content's visibility on platforms like YouTube. However, while a high view count is flattering, it’s the initial step in understanding video performance. Pair this with other KPIs for a fuller picture.

2. Engagement Rate

Beyond just views, it's crucial to see how long viewers are sticking around. Are they watching the full video or dropping off halfway? Engagement rate measures the percentage of the video most viewers watched. High engagement often indicates content relevance and viewer interest.

3. Click-through Rate (CTR)

Got a call-to-action (CTA) in your video? Then CTR is your go-to metric. It reveals the percentage of viewers who felt compelled to click on your CTA after watching. A robust CTR means your video's message resonated and spurred viewers to act.

4. Conversion Rate

The real meat of video ROI. Of the people who clicked through, how many took the desired action? Whether you're pushing for sign-ups, sales, or downloads, a strong conversion rate indicates a video that doesn't just entertain but also convinces.

5. Social Shares

In our interconnected digital world, a video's share count on platforms like Facebook, Twitter, and LinkedIn speaks volumes. Shares amplify reach organically and suggest that your content resonated so well, viewers took the extra step to recommend it to peers.

6. Feedback Ratio

This ratio of likes to dislikes gives a snapshot of audience sentiment. High likes show positive reception. However, don't shy away from dislikes—they can provide constructive feedback and help identify areas for content refinement.

7. Watch Time

Distinct from engagement, watch time quantifies the total minutes spent on your video. For platforms like YouTube, this is pivotal as algorithms use watch time to determine content relevance, influencing how often your video is recommended to users.

8. Audience Demographics

Delving into who's actually watching can be enlightening. Knowing the age groups, geographical locations, and even interests of your viewers can shape content creation, ensuring it resonates deeply with your target audience.

9. Traffic Sources

From organic searches to social media referrals, it's beneficial to know where your views originate. This insight can streamline promotional efforts, ensuring you’re investing in channels with the best return.

10. Feedback and Comments

Don’t ignore the comment section. Whether praise, constructive criticism, or questions, comments provide unfiltered feedback and can steer future content directions or highlight areas needing clarification.

So, How Do Your Videos Measure Up? In the ever-evolving world of video marketing, staying ahead means staying informed. These KPIs aren't just numbers—they're your roadmap to refining and perfecting your strategy.

Ready to see where your video content stands in the 2024 landscape?

Secure our Video Marketing Scorecard. Dive deep into performance, identify strengths, and spotlight areas ripe for growth.

Take our video marketing scorecard to see if your video marketing is ready for the new year

Emily Malone

Written by Emily Malone Marketing Manager for Venture — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.

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