Hello, and welcome to another episode of Video Marketing How-To! This week we want to talk about the three top metrics you need to be measuring to ensure your videos are successful. Let’s dive in!

First up is everyone’s favorite metric: view counts. While the number of people who watch your video isn’t the final definition of success, it’s still good to get a feel for whether your content is popular and resonating with your audience. If you’re in a niche industry, don’t be sad if you don’t get millions of views — all you need is a few hundred people that are passionate about what you do to make a big difference. But make sure to pair this with…

Engagement data! Views just mean your audience clicked play, but are they watching your videos all the way to the end? You’ll find this data in your video marketing platform, and it’s crucial to measuring the success of your video. As a rule of thumb, make sure you’re retaining more than 60% of your viewers all the way to the end. This will also help you see where viewers are dropping off and help you optimize and improve your content.

Last but not least, is looking at the click-through rates on your Calls-to-Action or YouTube annotations. If you’re building your video to drive a specific action — which you should always be doing — this is going to be your be-all-end-all metric. Did your video actually get people to click through to the next step? That should be your end goal. Typically YouTube annotations have a point five to one percent click through rate, but yours may vary.

Thanks again for joining us for another episode of Video Marketing How-To, and I look forward to seeing you in another few weeks for another episode! Have a good one!

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Jon Spenceley