We've discussed how important videos are and how you should optimize your videos for Facebook, YouTube, and beyond. However, it's high time we take a look at how to best analyze those optimized videos. Once you put them out there in the social media world, how do you know how well they're doing? What should you study, and what do those numbers mean? Lets look at the answers.
Views are a pretty obvious metric, right? They show you how many times the video has been viewed. More views mean that more people have watched it, which is always a good thing, right? The thing to be aware of here is that "view" can be different things on different platforms. On Facebook, for example – which is a great place to use these video metrics – it counts as view if someone watches a video for at least three seconds. That's not a lot of time, and a portion of those views could be the equivalent of "bounces." On platforms like YouTube, views only count after 30 seconds, which is a little fairer. However, this variance reduces the value of views considerably unless you really dig into the data.
2. "10 Second" Views
When available, this metric tells you how many people have watched the video for at least 10 seconds. Simple! This is particularly useful on YouTube, because 10 seconds is a strong indicator that people are sticking around and actually absorbing what the video is saying. Use this as a more reliable metric for engagement and what sort of audience you are reaching in a serious way.
3. Average Watch Time or Percentage Watched
Look for average time/percentage watched to see where people stop watching your video. Ideally, with a well-made video, you want people to stay watching until the end or near the end. If your average watch time indicates that most people are logging off before then, it's helpful to take a closer look. Is there a certain point where it seems like people are leaving? What's happening there? Is it part that viewers may find boring or confusing? Use this knowledge to help construct better – or, if necessary, shorter – videos.
4. Reach Via Platform
Remember to divide and compare your views based on the platform. This helps identify platforms that are particularly well suited for your kinds of videos, and platforms where your audience seems to congregate and share more easily. Remember to compare these numbers to the number of followers you have per platform as well.
5. Volume On or Off
Volume is a tricky subject. Since a lot of videos are autoplay these days, social platforms are experimenting on whether or not to keep volume on or turn it off. The world is firmly pushing them toward a "volume off" scenario, which Facebook is currently following. This means, among other things, that you really need to look at how many people are watching with the volume on, and see what this means for the information on your video.
6. Social Signals
Likes, comments, shares – you know the drill here. It's important to see how many people are responding to the video, as well as what they are saying. Generally speaking, discussion that's not about video quality itself is good sign, because it means the video did a reliable job of communicating information. Also pay particularly close attention to shares, which indicate a successful video.
7. Retention Ratios
Once a video has been out for a while, take a look at how many views it has gotten over time. This is a good indicator for how popular the video is, how applicable the content is for your audience, and how well it is being shared. Compare retention rates between your videos to find out which are the most successful here.
8. Conversions for Ads, More Info, Etc.
This shouldn't come as a surprise, but it is important to consider. Remember, your videos should always have some sort of call to action or at least a call to watch more videos. Watch your conversions here to see how successful they are.