Measuring Online Video Performance

Online video is becoming increasingly popular with an astounding 100 hours of video uploaded to YouTube every minute! Businesses are also rushing towards video as an effective content marketing tool.


How much time and effort do businesses put into creating the video content in comparison to the time and budget spent marketing, analysing measuring online video performance? Yes, content is hugely important obviously. But what’s the point in spending all that time and money on producing great content if your not helping it to perform? This post is going to help you look at how and why to measure the performance of your video content online, as well as share some tips on how to improve performance.

Why is Measuring Online Video Performance important?

So, you’ve created your videos and uploaded them to your YouTube channel or website, so why do you need to bother with measuring online video performance?

The simple answer would be – why wouldn’t you measure its performance? You measure how many hits your website is receiving or how many people have responded to you advert in the newspaper. You do this because you want to know that your advert is giving you a return on your investment. You want to know people are finding your website because if they’re not, there’s no point having it there! It’s the same with video, if you have paid for it and spent time creating it, then you want people to see it! Whether you’ve created it to promote your business or services, to sell a product, or to share ideas and tips with your customers, tracking its performance will help you to see how this approach to marketing is working for you, and where you can make changes in future content, if needed.

What to measure

Its important to know how many people are viewing your videos and its also a nice feeling to see your video has a large number of views. But don’t make the number of views the only thing you are measuring. It’s important to know where people are viewing the content from, is it on YouTube, through social media or directly on your site? It is also important to know where physically they are viewing it too, where in the world and on what platforms as this will tell you whether you are reaching the audience you desire and achieving your goals. It’s no good have one million hits from a demographic that has no interest in your product or service.

If you are looking to create regular video content,  then its important to know what type of content your audience enjoy, this can be done by looking at things such as the view length and drop off rates on your videos, as well as seeing which content types viewers are engaging with in comments, likes and social media shares.

How to measure?

How to measure your videos performance depends on where your video is hosted. If you’ve chosen to upload your content to YouTube you can use YouTube Insight to find out how many views your video has had, where your audience are from in the world and how long people are watching for. YouTube Insight is completely free so a great place to start!

If your video is embedded on your website then another great tool to use would be Google Analytics. You can track how many people have visited the page with your video, however this wont tell you how many views you video has had.

A tool by Pixability helps people determine how well their online video is performing. It doesn’t look at view counts like YouTube Insight does, it looks at audience and engagement. The tool grades your online video performance and scores under four areas: Website Score, Search Engine Score, YouTube Score and Social Media Score. The Online Video Grader then shows us how we’re performing and the areas we can improve on.

An example of the Online Video Grader shows the score for the Coca-Cola brand, I entered their website URL, Youtube channel and size of the company and this is what it tells us.

Pixability - Coca-cola

Type in your details into the grader to test your Online Video Performance

When should I measure?

How often you check the performance of your video content will depend on yourself and the amount of content you have. If you rely heavily on video content as a form of marketing it will obviously be worth monitoring this more regularly than a small company with two or three videos. I’d suggest a good place to start would be to check it monthly in order to allow enough time for it gain an audience. It is also regular enough to iron out any potential issues.

Tips to improve performance

Here are a few tips to help you improve the performance of your online videos!

  • Create diverse content – Having a wide range of videos on your channel or website will keep viewers engaged an help you reach a wider audience
  • Integrate between YouTube and your website – embedding video on your site from YouTube not only helps you monitor your view count performance, it also helps to include YouTube content on your site as it is picked up by Google. YouTube content also compensates for a variety of viewing platforms automatically!
  • Engage your audience – don’t forget, YouTube is a Social Media platform not just a video repository site, so engage with your audience by replying to their comments and likes. If you have commenting available through your own blog, engage with your audience their too, as well as on other social media platforms where your video has been shared!
  • Use good metadata – Your video title, tags, description and thumbnail image all help your video to rank higher in search results so use keywords in your titles and descriptions, but keep it relevant to the content!
  • Embed rather than pop-out – rather than have a link or pop-out to your YouTube video or channel on your website, embed the content to save your viewer work and keep them within your page. You can easily copy embed codes from your video page and paste it into your site!
  • Include social tools – make it easy for viewers to share your videos, add social tools alongside the content on your website!
  • Include Call to Action URL Slates – use the last few frames of your video to include a call to action or a website URL to direct your viewer from YouTube to your site, or product page! It is also a great idea to include annotations on your videos with clickable links to similar videos you have or for people to subscribe to your channel!

If you have any other useful tips or advice, please share them by commenting!

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