Back to Case Studies

Essential Video Metrics Small Businesses Should Track on Social Media

Of all media formats, video content has become the most engaging content on social media channels among users and businesses alike. It is the content attracting the most comments, likes, and shares. But, what’s the point of making a video if you don’t know the metrics it’s generating? This post will provide you with video metrics small businesses should track on social media.

Video Views:

The number of views your video achieves on social media platforms is an essential metric to track. Video views indicate how many people clicked on your video, providing an insight into your video’s reach. Social media platforms offer different definitions of a “view,” so you’ll want to research and understand how that platform defines it. 

For instance, Facebook metrics note that if someone views your video for more than 3 seconds, it counts as a view. Instagram notes that one view encompasses the whole video. So, track your video’s view performance according to the platform you are using. 

Audience Retention:

Audience retention metrics indicate how long people watch your videos. Tracking this metric can provide an insight into when people drop off, indicating the opportunities for improving your video’s content to retain viewers for longer durations. Broken down by the minute, it can provide awareness of engagement patterns among different people, allowing for video content optimization for preference.

Engagement Metrics:

The number of likes, comments, and shares on your video is a vital aspect of video metrics. Engagement rates indicate the level of audience engagement, creating significant visibility for your video and brand. Likes, comments, and shares on your video determine how it performs on social media algorithms and the potential reach it could achieve. Ensure to respond to all comments, as it will encourage more engagement and promote stronger audience relationships.

Video Retargeting:

Video retargeting metrics involves targeting individuals who have viewed your previous videos by displaying them new video content. Tracking this metric indicates the level of engagement with individuals who have previously engaged with your content and promote adoption of ad content and provide personalized value to the viewer.

Conversion Rates:

Conversion rate metrics indicate how many people watched your video and became leads or customers. For example, if your video content promotes a special discount on your website, tracking the number of purchases made after watching your video, provides insight into how effective it was, how many sales it captured, and ultimately the conversion rate your video creates. 

In conclusion, tracking video metrics can assist small businesses in determining whether the video content provides value to the brand. Each metric carries unique insight into audience behavior and video content performance. Video metrics are essential for improving audience engagement rates, increasing video visibility, improving relationships, and driving sales. Safe to say, small businesses that track video metrics on social media can make more informed decisions regarding their video marketing strategy and drive compelling growth. Looking to boost your social media presence? 98 Buck Social has you covered!

We Can Help

Find out what 98 Buck Social can do for your business