What do you do when you’re trying to figure out if a video on YouTube or Facebook is popular? Your first instinct might be to check out the number of “views” that the video has received. If you’re evaluating a video’s popularity, then this is a valuable strategy. But what if you’re not evaluating popularity? What if you’re a business that’s evaluating whether or not a is actually generating new leads or selling your product? The video marketing professionals at Skillman Video Group have a few criteria that can inform your next evaluation cycle.
1) Watch Time
Watch time is the measurement of how much of a video an average user watches. In other words, are viewers hitting the back button after a few seconds, or on average completing an entire video? This matters for two reasons.
One, you’ll get a sense of whether or not your audience thinks the video is valuable and or entertaining. Higher watch times translate to more perceived value.
Two, YouTube actually considers watch time a more valuable criteria for sorting search results than the number of views. Meaning, videos with a higher watch time get sorted to the top and vice versa for videos with a shorter watch time.
2) Conversion Rate
Conversion rate refers to the number of viewers that follow through with the intended action of your video. So, if you’re following standard video marketing protocol and embedding a Call to Action at the end of your video, Conversion Rate is the measurement of people who actually follow through with the CTA. If you’re not embedding a CTA into your video then we, as a Boston Video Marketing Company, couldn’t recommend this strategy highly enough.
3) Social Shares
This metric considers the number of times that your video marketing campaign is reshared on social media outlets. Consumers trust the advice of their friends, especially digital friends!