Video Metrics Primer

What Should You Be Tracking?

There are dozens of metrics that measure video performance. But which ones are important?

In this week's revamped version of my newsletter, we'll discuss the metrics you need to be tracking on your videos.

Viewership Metrics

Viewership metrics provide essential data about how your videos are being consumed by your audience. Understanding these metrics can help you assess the reach and popularity of your videos, providing insights into viewer behavior and preferences. Here are some key viewership metrics to consider:

Total Views: The total number of times your video has been viewed. This metric gives you an overall sense of the video's reach and popularity.

Unique Viewers: The number of individual viewers who have watched your video. This metric helps you understand how many different people have engaged with your content.

View Duration: The average amount of time viewers spend watching your video. This metric indicates the level of engagement and interest in your content.

Play Rate: The percentage of viewers who click the play button to start the video. A higher play rate suggests an enticing thumbnail or title that prompts viewers to watch.

Completion Rate: The percentage of viewers who watch the entire video. A high completion rate indicates engaging content that holds viewers' attention.

Average Watch Time: The average duration viewers spend watching your video. This metric reveals which segments are most engaging or where viewers might be dropping off.

Audience Retention: A graph that shows the percentage of viewers who continue watching at each point in the video. It helps identify content sections that may need improvement.

By analyzing these viewership metrics, you can identify successful elements in your eLearning videos and areas for improvement. It's essential to regularly review this data and use it to optimize your video content for better engagement and learning outcomes.

Engagement Metrics

Engagement metrics are crucial for understanding how well your eLearning videos are resonating with your audience. These metrics go beyond mere views and provide insights into how actively involved viewers are while watching your videos. By measuring engagement, you can assess the effectiveness of your content and make informed decisions to enhance the learning experience. Here are some key engagement metrics to consider:

Likes, Shares, and Comments: These metrics indicate the level of interest and interaction your videos generate. Likes and shares show that viewers find your content valuable enough to share with others, while comments provide feedback and insights into viewer sentiments.

Click-Through Rates (CTRs): If your video includes links or calls-to-action, CTRs show the percentage of viewers who clicked on those links. Higher CTRs suggest effective calls-to-action and viewer interest in additional resources.

Interactivity: If your eLearning videos include interactive elements like quizzes, polls, or annotations, tracking how many viewers engage with these elements provides valuable data on active learning participation.

Heatmaps: Heatmaps visually represent areas of the video that viewers interact with the most. These insights can guide you in optimizing content and focusing on essential points.

Social Media Engagement: Monitor social media platforms for discussions or mentions related to your video content. Social media engagement indicates the impact of your videos beyond the eLearning platform.

Play Rate by Source: Analyzing play rates from different sources or platforms can help identify where your videos perform best, guiding your distribution strategy.

Engagement metrics offer actionable data to fine-tune your eLearning videos for increased interactivity and effectiveness. By consistently monitoring and interpreting these metrics, you can create more engaging, impactful, and successful video learning experiences.

This newsletter is taken from my new book The Ultimate Guide to Creating Online Learning Video, which will be released Monday. Stay tuned for details.

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