How to measure the performance of a video

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How to measure the performance of a video
Who doesn't get excited when their video or company's video on the internet starts to get views and that little number in the corner starts to grow? This is undoubtedly one of the best feelings in the entire video process.

But, without a doubt, this is just the beginning of understanding whether a video is successful or not. Knowing how to measure the results of a video is as important as making the video itself.

The first step to starting any form of measuring the results of a video campaign is to define what success means to you and your company. Is it making a product known? Is it selling a specific product? Is it engaging people in a cause? Is it making people more aware of a specific topic?

Based on these answers, we can begin to separate the thousands of metrics available in the digital world and organize them in a way that allows us to understand whether a video is doing well or not.

Views are a good metric, of course, but they're not the only one. Knowing how many views a video has had helps, in part, to understand how much that video is growing in absolute size.

Here we have separated 3 metrics that can help you go beyond the number of views and greatly improve your relationship with videos and their results.

Retention Rate
A very interesting metric is the video retention rate, that is, the cayman islands phone number data percentage of your video that people are watching. On YouTube , Facebook and Instagram, you can track whether people watched 25%, 50%, 75% or 100% of your video.

This metric, besides being fun, is great for understanding when people abandoned your video. Sometimes it was an image that was uninteresting, a take that lasted longer than it should have, or a topic that people weren't interested in halfway through the video.

There are many possibilities, but by looking at these numbers you will begin to discover how to make your videos more interesting throughout their duration to achieve greater success.

It is very common, with this type of metric, to discover that your product, which you only revealed halfway through the video, was not seen by even half of the people who abandoned it before the first few seconds.

Therefore, it is clear that the number of views, which start to be measured from the first few seconds, do not tell the truth about your result: what is the point of having 1,000 views if almost no one got past the first few seconds and didn't see the full message?

Here’s another tip: keep your main message brief and focus on everything you really need people to know right at the beginning of the video. This will greatly increase your chances of success.

Interactions
On the internet, practically every video is interactive! That is, it is possible to collect people's comments, reactions, and shares.

This is an excellent indicator to know what people understood from your video. Both to optimize the content and to understand the effects that your video had on people's opinions. Of course, a good filter is always necessary and consideration is also important. Not every comment expresses everyone's opinion, but it's always good to pay attention to what people are saying.

You can also measure the engagement rate and compare it to other videos you’ve made or to the market average. To do this, simply divide the total engagement rate by the total number of views or people reached by your video. For example, if a video reached 1,000 people and had 100 engagements, it may have performed better than another video that reached the same 1,000 people and had 200 engagements. This also varies from objective to objective, but it’s a good first step for comparison.