As you analyse the wide variety of data provided by video analytics tools, it is easy to become overwhelmed by the sheer amount of information. For years, marketers used view numbers solely as their goal posts, but most companies found that high views didn’t necessarily translate to increased sales. Other numbers hold far more significance when it comes to promotional success. Check out these five stats on your best work to see how well you are being received.
Are visitors leaving seconds after hitting play, or are they staying to finish the clip? Knowing the average watch time for each video will help you determine what factors keep the interest of your audience. Noting trends among clips with shared formats or techniques will help you develop better content in the future.
When you have older clips that have been in circulation for a year or two, chart their monthly view values and consider the curve as initial interest gives way to a steady but lower stream of attention. You can pinpoint the times that are ripe for secondary promotion through social networks or other options. Boosting their value with a little extra sharing could boost your overall views very quickly.
You need viewers to get excited enough to share your clips if you want them to spread far and wide. Track the sharing of your content through all of the major networks and find which ones deserve your focus. The right tracking software can help you track re-shares and will show how your material spreads through the viewing public.
Click Through Rate
Including a call to action through an annotation or a thumbnail is a requirement for content designed for marketing. When you determine how many viewers actually feel motivated to click those links, you will know how effective your content is at conversion. Videos with high conversion rates should be studied and used as templates for future clips. Take some time to learn about your audience to create the most effective content.
View Through Rate
You can track thumbnail views and actual video plays separately to see how many pairs of eyes are seeing your content in total. If you spot low VTRs, you are failing to motivate potential viewers to click your content. Updating your thumbnail, adding a more descriptive title, or finding new ways to share the content could reverse this issue.