Creating compelling corporate videos takes time, effort and resources. To justify these investments and ensure videos are achieving their objectives, it’s important to establish relevant metrics for measuring impact and returns. This allows evaluating whether videos are truly engaging target audiences and driving desired outcomes like increased awareness, leads and sales.
This article explores some of the most important metrics companies should track to gauge how effectively their corporate videos are performing. From viewer retention and completion rates to social sharing and lead conversion, the right metrics provide valuable insights for optimizing content strategy and proving true business value.
Top 5 Metrics for Evaluating the Impact of Corporate Videos You need to know
Here are some metrics you need to know:
- View Count
- Engagement Rate
- Watch Time
- Conversion Rate
- Social Media Metrics
One of the most basic but still important metrics to track is the view count – the number of times each video is played in full or in part. While a single high view count alone doesn’t ensure quality engagement, watching trends over multiple videos can reveal what topics and formats prove most enticing.
Comparing view counts across channels also sheds light on where audiences congregate the most. Tracking monthly view counts helps optimize video scheduling and allows companies to spot popular videos warranting wider promotion or sequel content.
Tracking this metric provides critical insights into what captures attention.
Another key metric is tracking engagement rates through factors like average viewing time, comment interactions, and shares across different videos. The engagement rate is a percentage expressing the level of interaction compared to the total number of views.
A high engagement rate indicates effective content that holds attention. Videos with higher engagement often deserve larger marketing budgets. On the other hand, low engagement rates may signal the need for improvement or alternate strategies.
By benchmarking performance over multiple videos, companies can focus resources on their most engaging formats and topics that stimulate meaningful interactions.
The total amount of time viewers spend engaging with corporate videos, known as watch time, is an important metric. Watch time data provides valuable insights beyond just the number of views.
It reveals how well content retains attention spans. Videos with above-average watch times – say 70% or higher of the total run time – are more compelling and effective than those routinely abandoned early.
Tracking changes in average watch times also indicates how much improvement or decline content strategies have achieved over time. Businesses can use watch time analytics to shape messaging, optimize length, and refine their formula for highly watchable videos.
Beyond basic engagement, the most significant metric is conversion rate – the percentage of viewers who become qualified leads or customers following a video.
Conversion metrics directly connect video performance to important business goals. Tracking what percentage of viewers click on calls-to-action, download assets, or request information provides data on a video’s persuasive abilities.
Comparing conversion rates across campaigns or topics uncovers what formats work best at spurring real impacts beyond awareness. With adequate conversion data collected over time, companies gain valuable insights towards improving direct revenue impacts from their video content strategies.
Tapping into powerful viral distribution, social metrics are also important to track. The number of shares, retweets and likes on platforms like Facebook, Twitter, LinkedIn and YouTube provide insights into a video’s shareability and potential to reach new untapped audiences.
Views and engagement generated from social are especially useful for monitoring impact. Analyzing which videos drive the highest levels of social traffic shows what resonates most and warrants amplification.
Geo-location data from social channels also offers an understanding of reach into targeted geographic regions. Ultimately, social metrics help fine-tune content tailored to thrive on and spread widely via important networks.
Which Social Platforms Tend to Drive the Highest Engagement for Corporate Videos?
Based on statistics and trends, some of the top social platforms that tend to drive high engagement for corporate videos include:
- YouTube: As the world’s largest video platform, YouTube is great for hosting longer form videos and building an audience over time. Videos can rank highly in searches.
- LinkedIn: The professional networking platform is well-suited for B2B, educational and thought leadership videos related to business, careers and industry topics. Videos often get high engagement from the targeted audience.
- Facebook: With its massive user base, Facebook can help videos reach a wide range of potential customers and employees. Video ads and posts tend to get more shares and comments than other formats.
- Instagram: While it lacks long-form capabilities, Instagram is strong for visual lifestyle and behind-the-scenes video content which gets high view and engagement metrics. Reels and Stories also see heavy usage.
Frequently Asked Questions
- What is video completion rate and why is it important?
- How does average view duration reflect video performance?
- What can viral rate and shares reveal?
- How does comments volume benefit brands?
Video completion rate measures the percentage of a video watched by viewers. It shows audience engagement levels which impact video marketing ROI. Higher completion rates demonstrate compelling, relevant content that retains viewer attention.
Average view duration indicates if content engages and informs viewers. Videos with view durations over half their runtime likely achieved their objective. Short watch times may mean messy messaging or lack of value for viewers.
A viral rate measures the number of times a video is shared or forwarded. Shares demonstrate passionate, engaged viewers motivated to show others. Higher viral rates and shares mean more exposure and potential customers for less marketing spend.
The comment count under videos uncovers engaged, responsive audiences and topics that resonate. Brands gain insights into what viewers discuss and find most thought-provoking for improved messaging. Comments also build online communities around themes and products.
Conclusion
By establishing the right collection of key performance metrics, companies can truly understand if their corporate video efforts are achieving intended goals.
Over time, analytics provide actionable insights into optimizing content, targeting the ideal audiences, and fine-tuning strategies to drive the desired measurable outcomes for marketing, sales and business objectives.
Regular evaluation cycles ensure resources stay focused on the types of high-impact videos that merit continued investment. Understanding true returns on video becomes possible through deploying the most relevant metrics for each organization’s unique needs and KPIs.
