Passed on 22 May, 2025

5. Measuring video performance

Understanding how your videos perform is key to improving content and growing your audience. Analytics reveal who watches, where and when they watch, and how they engage with your content. Use these insights to adjust your content and reach more people.

✅ Learning objectivesBy the end of the lesson, you will be able to:Identify key engagement metrics to evaluate video performance.Determine effective strategies to improve viewer retention and engagement.

Learning objectives

By the end of the lesson, you will be able to:

Identify key engagement metrics to evaluate video performance.

Determine effective strategies to improve viewer retention and engagement.

What video analytics reveal

With analytics, you can gain valuable insights into your audience. You can get a better understanding of their preferences and discover new ways to reach more viewers.

Key video metrics to track

What you learn from analytics can guide you to improve future videos. Understanding key indicators like engagement metrics and audience retention will help you create content that resonates more effectively with your viewers.

Audience

Video analytics show details like age, gender, and location. Use this info to tailor your content. For instance, if most viewers are young and live in London, create content that aligns with their interests to keep them engaged – only if this audience fits your business strategy and objectives.

Platform

If your videos are on multiple platforms (or social media sites) analytics can show where viewers watch the most – depending on the platform or analytics tool you use. Tailor your content to each platform and prioritise uploading fresh content where your audience is most active. You can also repurpose videos across channels to expand your reach.

Timing

You can also see what day and time people are most likely to watch your videos. If most people watch on weekends, then consider uploading fresh content on Friday nights. Many platforms offer tools to schedule uploads, so you can post at the best times without needing to do it manually.

Length

Video metrics like watch time and drop-off points can show how well viewers engage with your content. Watch time refers to how long people spend watching your video, while drop-off points indicate where viewers stop watching. If people drop off early, consider making the video shorter, adding a stronger hook at the start, or reordering content to maintain interest throughout.

Titles and descriptions

Ensure that the title, description, or preview image clearly reflects your video’s content to align with viewer expectations. A strong, engaging title paired with an accurate preview can work hand in hand with a strong hook to keep viewers watching.

Engagement

Likes, dislikes, comments, and shares are important indicators of video engagement. Shares and comments provide valuable feedback on how well your video resonates. Boost engagement further by responding to comments – starting a conversation can encourage more interaction and build a sense of community.

Check your knowledge

Now it’s time for you to put your learning to the test. Use the questions below to review what you know about measuring video performance.You must complete the knowledge check to move to the next lesson.

You must complete the knowledge check to move to the next lesson.

You must complete the knowledge check to move to the next lesson.

Question 1 of 3

You’ve uploaded a video showcasing a new product. Audience retention drops sharply after 30 seconds. What change could you make to address this issue?

Increase video length to provide more detail

Consider making the video shorter

Only upload videos on weekdays

Submit

Submit

Yes.Making the video shorter can help maintain viewer interest, especially if they drop off early. You can also add a stronger hook at the start or reorder content to maintain interest throughout.

Making the video shorter can help maintain viewer interest, especially if they drop off early. You can also add a stronger hook at the start or reorder content to maintain interest throughout.

Question 2 of 3

You post your videos on multiple platforms, but engagement differs widely across them. What is the best strategy to focus your efforts on?

Stop uploading on platforms with lower engagement

Post identical content on all platforms to keep them consistent

Prioritise the platform where you get the most engagement

Submit

Submit

Yes.Focusing on the platform where engagement is highest allows you to reach the audience that is most responsive which can maximise impact.While you can repurpose successful videos across platforms, prioritise the platform where your target audience is most engaged. This ensures your marketing efforts have the greatest impact.

Focusing on the platform where engagement is highest allows you to reach the audience that is most responsive which can maximise impact.While you can repurpose successful videos across platforms, prioritise the platform where your target audience is most engaged. This ensures your marketing efforts have the greatest impact.

While you can repurpose successful videos across platforms, prioritise the platform where your target audience is most engaged. This ensures your marketing efforts have the greatest impact.

While you can repurpose successful videos across platforms, prioritise the platform where your target audience is most engaged. This ensures your marketing efforts have the greatest impact.

Question 3 of 3

Another video you posted shows viewers dropping off after a few seconds. What could you do to improve this?

Add a poll to make the video more interactive

Add a call to action at the start of the video

Create content that aligns with your audience's interests

Submit

Submit

Yes.Your video might not be meeting the audience's expectations. Try your preview images, video titles or descriptions so they know exactly what your video is about. Also, try using trending music tracks or styles that the platform’s algorithm likes to help more people see your video.

Your video might not be meeting the audience's expectations. Try your preview images, video titles or descriptions so they know exactly what your video is about. Also, try using trending music tracks or styles that the platform’s algorithm likes to help more people see your video.

Lesson complete

Great job!You've learned how to create, share, promote, and measure the success of your video content. Use these skills to engage your audience, grow your reach, and make impactful videos.You’ve now completed theVideomodule. Congratulations!

You've learned how to create, share, promote, and measure the success of your video content. Use these skills to engage your audience, grow your reach, and make impactful videos.You’ve now completed theVideomodule. Congratulations!

You’ve now completed theVideomodule. Congratulations!

You’ve now completed theVideomodule. Congratulations!

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