“If you can’t measure it, you can’t improve it.”
Peter Drucker – Father of management theory
As a starting place for a blog post on measuring success you can’t go too far wrong with this quote. Yes, it is possibly overused, but it cuts to the heart of what I’m talking about – video metrics and view count.
With every video project we produce here at VideoTrack we tell our customers that creating the video is only the first step on the journey. The real success of a project will be determined by how it performs at its intended job. Not a startling revelation I know, but one that gets lost far too often.
Over the next few weeks I’ll be taking a look at the different ways that you can measure the success and return on investment of your video projects.
I’m starting here with the most basic metric of them all – View Count.
Understanding Video Metrics
Of all the video metrics view count is the most deceptive. It appears to give a great deal but in reality view count is a very blunt tool when it comes to understanding how well your video is doing. View count simply tells you the number of times your business video has been watched.
In basic terms your views shed light on the reach of your content. If exposure is important to you then raw views are certainly important. However, it is worth bearing in mind that what counts as a ‘view’ on one platform is different on another. A great example of this is seen by comparing YouTube, Facebook and Instagram. Facebook counts a view after three seconds of video have been watched (easy to do as videos auto-play in the news feed). YouTube counts views after thirty seconds of playtime. Instagram counts views after three seconds in the feed and on opening for stories. As you can see making comparisons between the views on different platforms can be difficult. If you’ve uploaded your video to a variety of channels you’ll need to be aware of these different measurement methodologies as they can skew your data.
Getting it right
Here are a few pointers and tips if you want your video to do well with views.
1. Firstly, share your video with your audience, through email and social media.
2. Share your video with relevant influencers.
3. Pay to promote your video on channels where your audience can be found.
Finally, don’t take views as the be-all and end-all of your video content. It’s nice to know how great your video reach is. But unless your only aim for your video was to spread awareness, it is only the first part. Understanding how your video is performing can be measure in lots of ways.
I’ll be sharing the next method next week, so, keep an eye out for my take on the ‘play rate’ metric.
You might like to read our previous post on Video Rebrand.