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5 metrics for effective video

Even as video becomes more common on government sites, it’s not always easy to tell if a video is reaching and engaging the intended audience.  Just looking at the number of viewers can be misleading, according to a recent article in the Harvard Business Review. Here are some better ways to measure effectiveness:

  1. Play rate, or the percentage of people who click on the video divided by the total number who access the page where it’s embedded, provides feedback on the video’s context.
  2. Average engagement measures how much of the video people are watching. Greater engagement indicates that viewers find the content valuable.
  3. Comments and social shares are important because it means that the viewer found the video interesting enough to promote.
  4. Increased time on page and also indicate that site visitors are watching embedded video content.
  5. Decreased bounce rate suggests the video encourages site visitors to view additional pages.

Videos take time and resources to script, shoot and edit, so agencies should focus on metrics that indicate quality rather than those that simply measure quantity.

Posted by Mark Pomerleau on Apr 30, 2015 at 12:18 PM


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