To know whether a brand’s video content has been a success, such content needs to be measured by video key performance indicators (KPIs).
While view count is considered a vanity metric, tracking it is useful in understanding whether the first 3-30 seconds of a video content are hyper-engaging or not. Tracking watch time, including replays, helps understand if a video content is resonating with audiences.
Specifically for landing pages that contain embedded videos, measuring play rate is a must. Play rate indicates how many users manually clicked on play to watch a video, which is different from how auto-play videos are viewed.
Overall, to improve video metrics, the author suggests designing eye-catching thumbnails, writing compelling copy, and adding captions to video content. Further, brands must A/B test video campaigns and share videos in optimal sizes.
[6 minute read]