Video is becoming a large part of the user’s experience online, but how do you know how effective that video is? Good question. Most people upload video content without a plan on how to measure its effectiveness. Would you drive a car without looking at the speedometer? No. Well, why would you not have a dashboard to measure your video?
Video Metrics is a growing practice, but very few companies know how to collect the appropriate information and then interrupt the data. One of the most important metrics is to know how many people access the video and for how long. Next, once the video is done, where do the visitors go? The best way in which to understand this new practice area is to have a plan as it relates to what outcome you want the video to have. Then you are able to measure if the video has met those goals or not. If it hasn’t, then it is necessary to make adjustments to ensure that the proper response is achieved.
Remember, understanding what you want to measure is the 1st step in knowing if your video content is working or not.