If you’ve been doing business long enough, you’re no stranger to the usual video metrics from the various social media available. These vary from click-through rates (CTR) and viewership numbers. These figures give you a surface-level idea of how your content is performing. But are they really telling you the whole report? Because when it comes to corporate video, especially those created for stakeholders, internal teams, or showcasing client success, there’s more to consider, as these metrics may be irrelevant to your business. There are other metrics that give you insight into how your video is performing and, more importantly, driving action.
1. Completion Rate: Who’s Watching Until the End?
Getting people to hit play is one thing, but getting them to stick around until the end? That’s where things get interesting. When it comes to corporate videos, particularly for internal teams or stakeholder presentations, completion rates give you a great indication of how engaging your video is. If your audience is tuning or gets distracted and focuses on something else but the video halfway through, it might be time to rework your storytelling or tighten up your message.
For example, we worked with a client on a stakeholder presentation. We kept things short and sweet with a good balance of technical and story completion rate shot up by 80%. This tells us that our message was holding their attention. If you’re seeing high drop-off rates, it could be a sign that you need to revisit your approach.
2. Engagement Quality: What Conversations Are You Sparking?
It’s easy to get caught up in counting views, but really, what matters is the quality of engagement. Did your video trigger any actions, be it positive or negative? Are people leaving comments, or starting discussions, or asking questions after watching it? Whether it’s an internal message or an external one, engagement should lead to some kind of meaningful reaction.
Imagine a client testimonial video we have produced for a service based business. The video has grabbed the attention of the viewer and also led to several discussions from viewers. That’s when we knew the video was also driving engagement and stirring conversations.
3. Retention by Segment: What Parts of Your Video Are Holding Attention?
Rather than looking at how long people watched your video in total, you can also break it down by segments. Are there parts where people are tuning out more often? Perhaps its the long intro or maybe the intro hooked them, but somewhere along the middle, you lost them. By analyzing segment-by-segment retention, you get valuable clues on where your message is strong and where it may need improvement.
Let’s say you’ve produced a leadership message video for your internal team. If the retention rate is high during the part of the video where it is discussing the future of the company’s goals but lower when recapping past successes, that’s a clear insight. It shows your audience is more invested in what’s coming next. That’s crucial information to guide future video strategy.
4. Did the Video Make a Difference?
When creating internal videos,like training modules or company updates. The real value lies in whether the video had an impact. Did it lead to better performance? Did it improve their understanding or efficiency?
I once worked on a training video for a medical client. After rolling out the new content, the employees completed their tasks faster but more acceptable to the new change too. It was a productivity booster. If your videos aren’t moving the needle in terms of performance or satisfaction, it’s time to reassess the content.
5. Stakeholder and Leadership Feedback: Is Your Video Prompting Action?
Videos aimed at stakeholders and investors are unique. You’re often dealing with high-level content, reports, updates, or strategic messaging. Besides knowing if they have watched thoroughly, we need to understand what happened afterwards as well. Did the video generate questions, comments, or action steps?
If your leadership team comes back to you with a follow-up discussion after watching a report-based video, that’s a win. It shows the content resonated enough to spark conversation or, even better, influence decisions. When you can track meaningful dialogue after your video, you know it’s performing beyond “views.”
6. Post-Event Engagement: Are You Keeping the Conversation Going?
Event highlight videos often serve as a way to extend the buzz beyond the event itself. But views alone won’t tell you if the video is doing its job, in fact it may be misleading as the objective and goals may be different. The key is what happens afterward. Are people talking about the event or your business afterward?
7. Internal and External Advocacy: Are People Sharing Your Message?
Here’s one metric that’s often overlooked : advocacy. It’s one thing to get people to watch your video, but are they sharing it? Are employees passing it around internally? Are clients sending it out to their networks?
A strong video can turn employees into advocates for the company culture, or customers into brand ambassadors. If people are recommending your video to others, that’s one of the clearest signs you’ve hit the mark.
Beyond the Basics: Why You Need to Dig Deeper into Video Metrics
Corporate videos can’t just be about getting views or clicks. If you really want your videos to make an impact, you’ve got to dig deeper into the metrics. You need to measure how your videos are influencing behavior, sparking conversations, and driving action.
In a crowded digital world, businesses that take the time to track these deeper, more meaningful metrics beyond CTR and views are the ones that stand out. So, what are your corporate videos really doing for your business? Maybe it’s time to find out.
keep these advanced metrics in mind as you plan your next video, and you’ll see far more than just numbers you’ll see impact. Talk to us as scm.my
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