Video analytics are important to marketers in order to understand and measure how viewers get to an online video and their behavior post watching the video. Adequate measurement of video metrics will enable marketers to understand the impact and effectiveness of their video and will also allow them to make necessary edits to their video campaigns at regular time intervals.
In this post we will explore the key metrics that a marketer must concentrate on for measurement of video performance.
The metrics explained below are a part of the “statistics” section found on YouTube:
1.Time Watched
Watch time measures how long viewers were engaged with a video. The videos featured in the related videos section now features videos with the highest watch times, rather than the highest views. This makes time watched a critical metric for your video marketing efforts. This means that if you keep your viewers hooked on to the video and have them watch it for longer periods of time; you’ll be rewarded with more visibility in YouTube discovery and search.
2.Number of Subscribers
Subscribers refer to people who voluntarily register for your network’s content so that as and when a new video is uploaded, it appears in their feeds. These are people who have liked your content in the past and will most likely engage with your brand. With respect to watch time, subscribers tend to have a higher minutes watched than an average user. Therefore, to increase your session times it is important to attract, acquire and maintain subscribers.
3.Views
A view refers to the number of unique individual hits to a video and is an important metric to understanding the reach of the video. Although it is an important point of YouTube search and discovery, since people can search by “the highest number of views”, the watch time is probably more important since it tells you the amount of time the viewer was engaged with a video.
4.Shares
Shares refers to the number of times a video was shared with the viewer’s social networks. This is a great measure of virality and points to how the video’s reach is increasing because of people engaging with it and sharing it further.
5.Likes and Dislikes
This metric shows people’s sentiment towards the video which is an important measure of how people emote when they view a video online. Chances are if a user hits a like button, they will share it with their networks as well. Brands should monitor the change of sentiment on their videos very carefully, as any drastic change in the “dislike” numbers should raise red flags.
