Short-Form Videos

How to Measure the Success of Your Short-Form Videos – Key Metrics and Insight

Short-form videos can help any business achieve its goals. First, you must decide what success looks like. This is where tracking key performance metrics comes into play.

Once you’ve created a workflow where you can create short videos at lightning speed, you’re not quite done perfecting your strategy. You must monitor your results to understand what’s working and what isn’t. This data will help refine your efforts to make your video content marketing even more effective.

Your specific goals determine which metrics to monitor, and these vary from business to business. Here are some of the most commonly used performance metrics for short videos.

Also Read: 5 Common Mistakes to Avoid for Short-Form Video Content

View Count

The view count is the total number of people who have seen your video. It sounds simple enough, but each platform has its definition of “view.” You need to know how view count works for each platform used.

Social media platforms like Facebook and Twitter tend to define a view as someone watching 2-3 seconds of a video. TikTok calls it a view if someone merely hits play. YouTube, on the other hand, requires the viewer to watch for 30 seconds.

Engagement Metrics – Likes, Comments, and Shares

If 2-3 seconds count as a “view,” view rate doesn’t tell you a great deal. It shows that your video’s title and image were compelling enough to lead someone to hit play. However, you don’t know if they watched the video any further.

Engagement tells you whether the viewer watched and found it interesting. These metrics include likes, comments, and shares. Engagement metrics are essential because they tell you that the content somehow affected the viewer.

When a video gets high engagement, it means the video’s topic was relevant to your audience, and they found the content interesting.

Click-Through Rate

In video content, the click-through rate means the number of people who watched your video and then clicked the link you asked them to click. The link is usually in the description. Each video typically has a call to action, where you tell the viewer where they can find more information. It provides a link to download, buy, or join in the description.

The click-through rate tells you if your call to action is strong and the overall effectiveness of your video at converting viewers.

Conversion Rate

The conversion rate measures how many viewers became leads or customers of your business. This typically can’t be measured through the video content platform alone. It requires an additional analytics program.

For example, you might use Google Analytics to keep tabs on customers who come from your video. You can see how many links to your description, land on your site, and sign up for your email list.

Also Read: Key to Getting Results from Short Videos - Personality

Best Practices for Short-Form Videos' Metrics

The metrics above are just suggestions for some of the basic KPIs businesses usually monitor. You should decide which is most important to you by identifying goals for your video marketing campaign and choosing metrics aligned with those goals. Set aside time regularly to monitor, and you can craft the perfect strategy for your target audience.

Want to learn more about how you can reach your business goals with a short-form video? Head over here: Videos – Orkra


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