CH 8 - Measuring the Results From Your Video

0:00 Measuring results from your video Almost every video hosting platform gives you valuable metrics about published videos. Some are linked to Google Analytics while others have their own system.

0:14 Either way, this is a valuable asset. In this chapter, we will look at the most important metrics to track. View count.

0:23 This is the first number to look at when analyzing the metrics of any kind of video. View count is simply the number of times a video has been watched.

0:32 That means every time the video played on someone's device, it's counted as a new view. Now, why is this deceptive?

0:41 Because on several social media platforms, the auto-play feature is enabled. This means the video plays even if the viewer is not actually watching it.

0:50 So these numbers are often unreliable. But while it is not the best way to assess how many times of video has been watched, this number comes in handy when you're trying to understand how many people the video has reached.

1:03 Engagement. Engagement metrics often refer to the average time the viewers have watched your video and the percentage of the video they consumed.

1:12 This information can be used to notice patterns and make changes to your content in future campaigns. In an ideal scenario, you want your audience to stick to the end.

1:23 Most content creators brands and otherwise like to add a call to action in the end, asking for likes, shares and subscribes.

1:32 Click through rate. This is a number that tells you the number of viewers who clicked on a link, say in an email, to go watch the full video.

1:41 Play rate. This is the measure of the number of times a video was watched after it loaded on the webpage it was placed on.

1:48 This counts the number of individuals who actually hit play once the page loaded. There are a few ways to increase your play rate.

1:57 Changing the default settings to auto play or vice versa, depending on the stats you want to see. Some brands like to get auto play stats if they need to present the stats to a client and impress them, even though it's considered an unreliable number.

2:12 Conversion Rate This is a metric that tells you whether your visitors have been converted into leads. It also tells you whether the video on a given page is making it better or worse.

2:24 All of these data points are incredibly helpful in making improvements to the kind of content you present to your audience.

2:30 The trick is, not to rely on any of them. Instead, you must treat each of these numbers as a piece of the puzzle.

2:38 Conduct tests based on this data and create the bigger picture. Now, when I say testing, I'm talking about an extremely effective and popular method called A.B.

2:49 testing or split testing.