Video metrics are one of the most useful tools for digital marketers and communications professionals to determine the value of their campaigns. By using video’s deep analytics, we are able to change the conversation from “budget” to “ROI” and ROI is where video absolutely shines.
The Brightcove Analytics module is a powerful tool that lets you dive in and make your data work for you to determine success of existing work and evolve your marketing strategies for the future. That said, if you want to quickly answer the question “how are my videos doing?” there are two metrics you can quickly pull to assess what is and isn’t working at a high level.
Those two metrics are 1) play rate and 2) engagement score.
Let’s start with play rate. This number is calculated by dividing the views by the impressions. A quick review on those terms:
View - When presented with the opportunity to watch the video, the viewer actually clicked play.
Impression - a video was loaded on a page but not necessarily played. I like to say the viewer had the opportunity to watch the video.
When you do the math, you can figure out the percentage of time a viewer given the opportunity to view a video actually clicks “play”. This percentage is our Play Rate. It answers question: “Are people watching my videos?”
Next let’s look at the engagement score. The engagement score is the result of dividing a video into 100 equal segments (100%), and tracking how many people watched each of those segments. Reviewing this information gives insight to where viewers may have jumped ship before completing the video. This answers the second important question: “Are my viewers engaged by the content?”
Video metrics go much deeper than that. But for a quick video read, these two metrics give a nice overview of your videos’ success in serving your audience.
If your play rate is lower than you’d like, ask yourself:
- Is the still image I’m using interesting? Human faces, close ups, or high-action shots often perform best.
- Can people easily see that there’s a video available to them based on where the video is placed on my web page?
- Am I allowing my viewer to play the video inline in the page or am I forcing them to open it in an overlay? Aggregate customer metrics tell us that inline video typically performs better than videos embedded in a light box or overlay.
If your engagement score is lower than you’d like, ask yourself:
- Is there a specific point in the video where people are dropping off?
- Is the content of my video relevant to its host page? If the video content isn’t related to the page content, your viewer will most likely bail pretty quickly.
- What trends in my videos have performed exceptionally well and/or exceptionally poorly? Trends could include video length, a specific talent on the screen, or a specific topic.
Knowing what is and isn’t working with your videos allows you to evolve your video marketing and video communications strategy thoughtfully and with a focus in business-metrics.