This is week three of our video metrics mini-series. If you haven't read our previous blogs and videos, you might find this helpful as there are some important principles in there that you should understand.
This week I'm looking at the metric of engagement. How people interact with your video is the true test. If you have an engaged audience, you'll have a video that performs well.
So what is engagement? Engagement is the measure of how much of your video the viewer has seen. The engagement measurement is expressed as a percentage. So a viewer's individual engagement rate is the percentage of the video they have seen. Engagement can also be expressed as an average. This video engagement number, also a percentage, tells you how much of your video the audience as a whole has seen on average.
This data can help you get an idea of the quality and usefulness of your videos. It's especially useful to see engagement as a graph. This type of graph is great because you can see where people left off, what they rewatched, whether they skipped back and forth to watch certain parts of the video, and of course whether they watched to the end. This can be useful because if there's a particularly relevant piece of information at the end, such as a call to action, you can gauge whether your audience is actually seeing it.
So how can you improve your engagement rates? Here are some points to consider:
Keep it short. Short videos = more engagement. Simple.
Give them what they want. This ties into some of the things I mentioned about play rate. You need to consider whether your video meets the needs of your audience. A good example of this is the type of corporate video that promises to solve a problem or communicate a great idea and ends up acting as a big advertisement.
Use the engagement charts to modify your content. If people consistently bounce at a certain point, that's a strong indication that the video is missing the mark at a certain point or time.
Engagement is an incredibly useful tool. It can guide your video content and future productions, and help you adapt your existing content to reach people more effectively.

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