Key Video Marketing Metrics You Should Truly Prioritize!

Conventional wisdom often suggests that video views are just a vanity metric, but they can serve as a valuable indicator of how well a video performs, notably its hook. However, view count has limitations, as it doesn’t provide insights into the audience or whether the content resonates with viewers.

Which metrics should brands track?

Video marketers highlight several key engagement metrics to track to gauge video performance. These include:

• Engagement (43%)
• Watch time (39%)
• View count (32%)
• Audience retention (27%)
• Follower/subscriber growth (25%)
• Average view duration (22%)

1. Engagement

Engagement (likes, comments, etc.) is consistently identified as the most tracked and important metric in video marketing. This is logical, as engagement is critical in boosting a video’s organic reach. When a video resonates with a segment of the audience, it’s likely to reach a broader audience.

Adriane Grunenberg, HubSpot Automation & Digital Analytics Expert, explains that a high engagement rate is vital because it demonstrates that the content is relevant and appealing. This relevance can drive increased organic reach, as viewers are likelier to share and discuss the video.

2. Watch Time

Watch time is considered the second most important metric. It offers insight into how much time viewers actually spend watching a video and provides a clear picture of whether the content is engaging enough to keep viewers interested.

For example, if the average watch time for a 3-minute video is 2 minutes, viewers are likely engaged with the content because it holds their interest. However, if the average watch time is only 30 seconds, it suggests the video fails to capture or maintain viewer attention. As Michelle Tabor, Solutions Engineer at Lynton, says, “View time is a top indicator of whether my content is boring or not.”

3. View Count

While it seems logical that the view count would increase every time a video is watched, this isn’t always the case. Different platforms have varying methods for tracking view counts.

For instance, on YouTube, a view is counted when a video is played by one person on one device, even if that person refreshes the page. However, on platforms like TikTok, the view count increases every time a video starts to play, regardless of whether the same person watches it multiple times.

What’s considered a good view count? According to a recent Video Marketing Survey, 45% of marketers report that their videos average under 10,000 views, while 16% see fewer than 1,000 views.
Additionally, 82% of marketers average under 100,000 views per video.

5. Follower/Subscriber Growth

Follower or subscriber growth is a key indicator of a video’s success, as it reflects the video’s ability to attract new audiences and drive people to follow or subscribe to the brand.

This metric also helps identify the type of audience the video reaches, which is valuable for developing a more accurate buyer persona and tailoring content to better resonate with that audience.

6. Average View Duration

Average view duration is the total watch time divided by the total number of video plays, including replays. This metric measures how long viewers watch a video on average.

It’s a valuable indicator of your audience’s video length preferences. For example, if a 45-second video consistently has a 30-second average view duration, it may be worth shortening the video by 15 seconds to match audience attention better spans.

Benchmarks for Video Marketing

Different types of videos have varying benchmarks for success. Below are some key video formats and their associated performance metrics:

1. Short-form Videos

Short-form videos have become the most popular format among marketers, with 83% of survey respondents using this style. This format has proven to generate the highest ROI, the most engagement, and the most leads. It’s no surprise, given the rise of platforms like Instagram Reels and TikTok, which thrive on bite-sized, impactful content.

2. Long-form Videos

Long-form videos, typically any video longer than three minutes, are the second most popular format in terms of usage, ROI, lead generation, and engagement. Although not as short and attention-grabbing as their counterparts, long-form videos have the advantage of delivering in-depth content and building stronger connections with audiences.

Over to You

As video-sharing platforms continue to expand, video marketing will play an increasingly critical role in your brand’s success. With a clear understanding of the key metrics and benchmarks most marketers (including your competitors) are tracking, you’ll be better equipped to make informed decisions for your upcoming video marketing campaigns.