How to use video marketing kpis!

Video marketing kpis

B2B video marketing is a topic that has been in the spotlight for years, but how can you use video marketing KPIs?

On the one hand, the statistics are unequivocal about the tremendous value of B2B video marketing. On the other hand, there is uncertainty: how do you measure the success of a video marketing strategy?

"Video marketing KPIs are important because feeling good about video marketing is nothing more than a short-term strategy."

In this blog, we discuss key KPIs - from low to high engagement. The level of data availability often depends on the platform and integration with a CRM system.

#1 – Views

The easiest metric seems to be the number of views. But each platform uses a different definition:

• LinkedIn - from 3 sec
• Facebook - from 3 sec
• Instagram - from 3 sec
• Twitter - from 3 sec
• YouTube - from the get-go
• Snapchat - from the get-go

On platforms like Vidyard or Wistia, you can set the threshold yourself. On social media, the more likes and shares, the greater your reach - views and impressions are communicating vessels.

#2 – Social media engagement

Engagement (likes, comments, shares) is often an indirect metric. It does not automatically mean that someone watched the video. A good thumbnail can be enough for a like. Still, it provides insight into brand interaction.

#3 – View Rate

The View Rate (VR) measures how many people click and actually watch. A good VR is between 10% and 30%. For embedded videos (blogs, white papers), this is a very valuable KPI. On social media, you need to deploy subtitles: 80% watch without sound.

"A CRM integration takes video marketing KPIs to the next level. You can see the impact of video on leads, opportunities and deals."

#4 - click-through-rate (ctr).

CTR measures whether videos lead to website visits or downloads. A good CTR for video ads is 1-2%. Link CTR in interactive videos shows which links or elements people click on.

#5 – Attention Span

How long do you hold attention? On LinkedIn, you can see this in quartiles:

• 25% - low involvement
• 50% - average
• 75% - high
• 100% – fully engaged

#6 - video completion rate.

What percentage watches the video (almost) completely? Complete does not necessarily have to be 100% - often anything over 90% is counted as a complete view. Outtros are usually less relevant.

#7 - video conversion

In the end, it's all about conversion. Think of video 'gaps' (download or registration halfway through). The ultimate form is measurement via CRM integration - then you see the impact of video on leads and deals immediately.

Bonus tip

CRM integration opens the doors to KPIs beyond views or likes. But beware: too much focus on tooling can backfire. Authenticity remains the deciding factor - the quality of the video depends on the human being on screen.