5 Video Marketing Analytics You Should Be Tracking

Knowing your numbers is essential when it comes to video marketing.

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If you’re going to embrace video marketing, it’s important to make it data-driven. Like all other forms of digital marketing, knowing your numbers will help ensure that your time and resources are being spent efficiently. Here are five video marketing numbers you need to be tracking in order to make the largest impact in the video space.

  1. Demographics: First of all, who’s consuming your content? By knowing details about your video viewers, like where they are in the world and their ages, you can tailor your content to that group. It can also serve as a red flag: if your product is for middle-aged men but your content is mostly being consumed by teenage girls, you may need to adjust your video strategy in order to become more in line with your target audience.
  2. Subscribers: How many people have subscribed to your video content? This is how many “die-hard” fans you have who are eagerly awaiting your next video. Obviously, you want this number to be as high as possible—if you’re having a hard time getting new subscribers, it may be time to rethink your content strategy.
  3. Conversions: Videos are helpful for marketing, but they aren’t what makes money. If your videos aren’t converting, you’re pouring time and money into a wasted effort. Knowing how many of your viewers actually head to your sales page afterward is essential. Don’t spend tons of resources into making high-quality videos if they aren’t actually having an impact on your bottom line.
  4. Dropoff rates: How many people are tuning into your videos, only to quickly click away? If you have a high drop-off rate, consider shortening the length of your videos or making the description more accurately represent what’s inside the video. Clicking away isn’t a good sign—you want to create content that holds the attention of your audience for longer than a few seconds. YouTube doesn’t even count a video as “viewed” unless a viewer has been watching for 30 seconds.
  5. Preferred device type: What are viewers watching your video content on? This can be useful information to have—if it’s mobile, you want to create content that can be viewed well on a smaller screen. Different browsers may have different effects on your content as well. By knowing how people are viewing your videos, you can optimize their viewing experience.