Ron: Hello Jessica! I heard that you're promoting your food brand on social media.

Jessica: Yes, that's correct. But I have a problem.

Ron: What's the problem?

Jessica: How can I make my social media video content more engaging? 

Ron: Hey, if you're just starting, remember that creating content is not enough. You also need to check how well your content is doing.

You can look at some metrics to see if your video is doing well or not. This will help you know if your plan is working.

Jessica: Thank you so much, Ron. I'll follow your suggestion.

So guys, if you're worried like Jessica and want to improve your video campaign's performance, keep reading to learn some proven metrics to get your job done.

7 Essential Metrics to know the Success rate of Your Social Media Video Strategy

Spending a little time reading this blog can save you from wasting your time on creating and implementing the strategies that will give you not-so-positive results. 

As we know ‘Time and Tide waits for none'.

So, stop waiting and start reading.

1. Views

Views refer to the number of times your video has been watched on every social media platform available. This metric gives you an idea of the reach of your video content and how many people are consuming it.

But, keep in mind that views alone do not necessarily show the success of your strategy. This can be because people may view your video for only a few seconds without actually engaging with it.

Different social media platforms count video views in different ways. Here are some examples of how different social media sites count views:

  • Facebook: Facebook counts a view as three seconds or more of a video playing in the newsfeed. If a video is shorter than three seconds, a view is only counted if the viewer watches the entire video.
  • Instagram: Instagram counts a view as three seconds or more of a video playing in the feed. A view is not counted if a video is less than three seconds. Instagram also counts a view when a user swipes past a video in their stories.
  • YouTube: YouTube counts a view as a legitimate play of a video. This means that the viewer has to click on the video to play it, and the video must be playing for a minimum of 30 seconds for a view to be counted.
  • Twitter: Twitter counts a view as two seconds or more of a video playing in a user's feed.
  • TikTok: TikTok counts a view as two seconds or more of a video playing on a user's screen. This platform also counts views when a user watches the video in full-screen mode.

It's essential to consider the platform's definition of a view when analyzing the strategy's success. Thus, focus on creating a successful social media video, as it can impact the accuracy of the data.

2. Engagement

Engagement measures how much your audience interacts with your different types of video content. A high level of engagement indicates that your video type resonates with your audience and they find it interesting or valuable.

Likes are a simple way for viewers to show their appreciation for your successful video content. They are a quick and easy form of engagement. Also, they can help to increase your video's visibility on the platform.

Conversely, comments indicate a higher level of engagement as viewers take the time to share their thoughts and opinions on your video. These can also provide valuable feedback that businesses can use to improve their video strategy.

A high level of engagement indicates that your video on social media resonates with your audience. Also, it can help to increase your brand awareness, reach, and engagement.

3. Play Rate

Play rate is a critical metric that can help businesses measure the success of their social media video strategy. It refers to the percentage of people who click on a video to play it after seeing it on their social media feed.

Businesses can improve their play rate by optimizing their video thumbnails and titles, making them eye-catching and relevant to the content.

They can also ensure that their videos are of high quality and optimized for different social media platforms. This can include adjusting the video format and length to suit the platform's specifications.

Tracking play rates can help businesses optimize their best social media video strategy. This can be done by identifying which videos resonate with their audience and which are not.

It can also help to inform decisions around video content creation, distribution, and promotion.

For instance, businesses can use insights from their play rate to create more engaging video content. Hence, share it on platforms where it's more likely to be viewed and played.

4. Watch time

Watch time is the average length of time viewers watch your actual video. It's a measure of how engaging and valuable your content is to your audience.

A high watch time indicates that your video content resonates with your audience. It indicates that viewers prefer video content that is interesting, informative, or entertaining enough to watch.

It also suggests that your video meets their expectations. Thus, becomes important to build trust and establish a loyal audience.

In contrast, a low watch time may show that your video content needs improvement or adjustments to keep your audience engaged for longer periods.

This could be due to a variety of reasons, such as video length, lack of relevance, poor video quality, or uninteresting kind of video content.

By analyzing watch time metrics, businesses can identify areas where their video content needs improvement and make changes to optimize their video strategy for social media. Thus, it can let viewers watch a video for more time and get a relatable experience.

5. Click-through rate

It measures the percentage of viewers who click on a link in your video to visit your website or landing page.  A high CTR indicates that your video content drives viewers to take action and engage with your brand.

Measuring the click-through rate (CTR) is a valuable way to check the effectiveness of your video's call-to-action. This can include encouraging viewers to visit your website, subscribe to your channel, or buy your product.

Also, CTR is important for businesses to consider during the consideration stage of the marketing funnel. It is where viewers evaluate their options and make buying decisions.

Being a marketer, it's important to note that the average CTR can vary. It depends on the platform, industry, video ideas, and form of content like brand video, product video, live video, Q&A session, etc.

For example, a video hosting platform like YouTube's CTR is around 0.5%, while Facebook's average CTR for video ads is around 1.5%. Thus, it's important to benchmark your CTR against industry standards and adjust your social strategy accordingly.

6. Re-sharing on social media

Re-sharing is a powerful metric that indicates how much your audience enjoys your video content.

When viewers re-share your video on their social network, they find it interesting, engaging, or valuable enough to share with their followers.

Re-sharing social posts can help increase your video's reach, exposure, and brand awareness and build trust with your audience. It provides valuable insights into the effectiveness of your video content and its ability to connect with your target audience.

By analyzing re-sharing metrics, businesses can identify the most engaging and shareable video content, social platforms, and target audiences. Thus, can use that to optimize their social media video strategy for the greatest impact.

It's important to note that the number of re-shares in social media networks can vary. It depends on the social media channel, industry, and content type.

Some videos may have high engagement rates but low re-share rates. While others may have high re-share rates via social media but low engagement rates.

Thus, if you want your video to reach the maximum number of people, it's important to analyze re-sharing video metrics. This should be done to improve your video content marketing campaign strategy.

7. Conversion rate

When it comes to video usage as a marketing tool, conversion rate plays a direct role in generating leads and increasing sales.

It measures the percentage of viewers who take a desired action after watching your video. It can include filling out a form, purchasing, or signing up for a newsletter.

A high conversion rate shows that your video content is resonating with your audience and driving them to take action.

For example, if your video is designed to promote a product, a high conversion rate would mean that a significant percentage of viewers who watched the video went on to buy the product.

Similarly, if your video is designed to generate leads, a high conversion rate would show that many viewers submitted their contact information after watching the video.

It's important to note that conversion rates can be affected by various factors. These include the quality of your video content, the call-to-action (CTA) used in the video, the landing page design, and the user experience.

Thus, it is necessary to analyze this metric to take your content strategy to the next level.

Are you ready to increase engagement on your social media videos?

Measuring the success of your social media video strategy ensures that your efforts deliver the results you desire.

These seven key metrics can give you valuable insights into your audience's behaviour, preferences, and engagement levels.

With this information, you can create your video strategy and adjust it to improve your performance. Also, achieve your social media marketing goals.

Remember, these metrics would be beneficial to analyze if either your video strategy and campaign are outstanding in the first place or if you use them to bring improvement to your existing video content.

Thus, if you want an expert to create and market the best video content and receive favourable results then you can contact Webdew. Being a professional video production and marketing company we would love to provide you with the best.

Recommended Reads

Frequently Asked Questions

To create a video marketing strategy for social media, define your goals and target audience. Research the social media platforms where your audience is most active and determine the best format and style for your videos. Develop a content calendar and plan your videos' topics and themes. Create a budget and schedule for video production and promotion. Measure the success of your videos using analytics tools and adjust your strategy for marketing video campaigns as needed.

The best social media video marketing strategy for social media aligns with your business goals and target audience. Some effective strategies include creating social videos that are short and attention-grabbing, using storytelling to connect with viewers, and incorporating humor and entertainment value. It's also important to optimize your video creation for each social channel.

Social media strategies are plans and tactics used to use social media platforms to achieve specific business goals effectively. Some common strategies include creating engaging content, building a community of followers, and using paid social media advertising to reach a wider audience. The most effective social media marketing strategies are tailored to the specific audience and social media platform and are regularly evaluated and adjusted based on performance metrics.

Social video marketing uses video content in order to promote a business or brand on social media platforms. This can include creating videos in different video formats for various purposes, such as promoting products or services, showcasing company culture, or providing educational or informative content. Social media video marketing aims to engage with followers, build brand awareness, and drive traffic to a company's website or social media pages.