Video Metrics

The term 'Video Metrics' refers to the numerical data and performance indicators that are used to determine the effectiveness and impact of video content when it is shared on social media. There are a variety of video metrics that help social media managers, marketers, and creators of all kinds understand how well their video content is being received by the audience they are targeting. If anything, the specific video metrics that one looks at can reveal how effectively a piece of video content is in terms of not only engaging the audience but also in informing them and driving them to take the kinds of actions (like visiting a website, for instance) that one often hopes the audience will take as a result of viewing some piece of content. Some of the specific video metrics one might look at would include the following. The first is 'Views.' Judging solely by the number of 'views' a video receives can result in some rather superficial adulation or denigration, not unlike the way some people seem to judge books by their covers. Another video metric one might look at is 'Play Rate.' This measures the percentage of people who saw the thumbnail of the video and clicked on the thumbnail to watch the video. One would also want to look at 'Engagement' metrics, which tell one how variously and vigorously the content of the video is being reacted to by the audience. One might also want to consider the metric called 'Watch Time,' which helps one understand not only how long people are watching the video but also how many people are actually watching the video from start to finish.