Before your eyes glaze over, let me assure you that I don’t particularly like them either.
Maths was never my strong point in school. I scraped a C by the end of Year 11, but as soon as the option was given I ditched the subject in favour of more “creative” pursuits.
However, you have to give the devil his due; numbers are very important to us marketers.
In fact, they can tell us insightful stories, and in turn teach us valuable lessons.
When it comes to video marketing, you really ought to have a handle on a handful of key metrics.
By that I mean you should be familiar with several types of measurement that online video platforms are able to provide you with.
Each metric tells a different story about your video(s), which you can take on board and then use to improve and optimise your marketing efforts.
If you don’t know what these metrics mean, you’re “flying blind”. You can’t possibly know if your videos are performing well, and so in all likelihood you’re wasting at least some of your time, money and energy.
Take this almost-clichéd example:
- Joe Bloggs uploads a video to Facebook.
- It’s posted organically (i.e. with no ad spend behind it)
- The video is 3 minutes long.
- After a couple of days, the View Count (pretty much the only statistic most people pay attention to) reads somewhere in the region of 200.
- “Not bad,” Joe thinks. “200 people have watched my video!”
Unfortunately, not quite…
200 views does not necessarily mean 200 people. The same viewer could have watched the video several times.
What’s more, a “view” on Facebook counts as any one user having watched the video for 3 seconds or more.
So if someone only watches your film for 3 seconds (less than 2% of its total duration), then scrolls away, it’s treated the same as people who gave it their full attention for all 3 minutes.
And View Count is measured differently again on YouTube.
A misleading statistic? For sure. But platforms measure this way for good reason, and at least now you’re aware of it (you’re welcome).
This is why it’s so important to take a deeper look at the data, to see how your videos are performing – what they’re doing well, and where they might improve.
So, if you weren’t already aware of this, I’d urge you to rethink the metric of View Count and not necessarily take it at face value.
Immense results can come from videos with low view counts…
But that’s plenty for today.
I talked about this in my Monday morning live stream, which you can watch here (14mins):
To learn the fundamentals of video metrics, get a copy of my book for £16.97 here (there’s a whole chapter dedicated to it):