Important Metrics to Measure the Success of Video
17 Jan 2022
VR Tours are popular because they’re effective. In fact, they’ve become such a common factor in decision-making that a lot of economic development organizations consider them a “must-have” component in their marketing arsenal. After all, everyone starts by doing research online before they pick up the phone. A compelling VR tour should do more than lead to that critical initial meeting. It should cause decision-makers to feel they have a bond with your community and your EDO before they engage in that first conversation. Of course, sustainable success requires more than producing and promoting your VR tour. You need to follow up regularly to measure how well your video is performing.
It’s best to study the metrics with a proactive eye. What do your metrics tell you about making adjustments to future videos? Can you utilize your metrics to edit your current video if it’s not performing as well as you had hoped?
Metrics to Measure the Sucess of Video
As you probably know, this is the number of times your video has been viewed. What you might not know is that different platforms count views differently. For example, a video running on YouTube is only counted as a view if 30 seconds of the video have been watched. On the other end of the spectrum, a Facebook view tallies in at only 3 seconds of viewing time.
Play Rate or Click Through Rate (CTR)
This metric is the percentage of website visitors who clicked “Play.” (Naturally, if your video is set to start automatically when the viewer lands on the page, you won’t get this information.)
Engagement (Watch Time / View Duration)
This metric is one to study carefully because it indicates what percentage of your video each viewer watched. As you may have guessed, The Average Engagement shows the average of those individual numbers. This metric should also come with an Engagement Graph which will tell you when viewers stop watching. When you study this information, look for patterns, and be open to editing your video if this data tells you that viewers are losing interest in your video at a certain point. You may also be able to see if they are fast-forwarding and skipping around. In this same category are two other interesting bits of information: Completion Rate and Rewatches.
This will show you the geographical location of your viewers.
This metric means what it says. If you want your video to go viral, make it relevant to your audience, ask them to share it, and make sharing it easy.
This is the number of viewers who responded to the call to action in the video by reaching out to get more information, set an appointment, make a purchase, or fulfill whatever other goal you set out to achieve.
Feedback is simply the comments that viewers are making about your video. Clearly, you should pay close attention to the comments you get on social media, but any direct comments are relevant, too.
Learn More About Creating Your Own Videos
Are you ready to give your prospects the opportunity to feel like they’re fully experiencing your community no matter where they are? We can help you create an unforgettable immersive VR experience. We can also help you measure the success of that video. Get in touch to find out more today.