Video marketing is a big deal. In 2016, 61% of businesses were using video marketing. In 2023 and 2024, that number grew to an astounding 91%.
If you’re reading this, I’m willing to bet you’re part of that 91%. You just have one question: how do I know I’m on the right track?
Here’s where video metrics come in.
In this post, we’ll dive into what video metrics are, how they work on each platform, and which ones you should be tracking.
Video metrics are the numbers that tell you how your videos are performing on social media. They help you understand who’s watching, how they’re engaging, and whether your content is hitting the mark.
And most importantly, they reveal how your audience engages with your content.
Are people watching the whole thing or clicking away after five seconds? Are they liking, sharing, commenting, or just scrolling past? These are the kinds of questions video metrics help answer.
Compared to text or image posts, video content typically drives higher engagement. That’s because videos are dynamic, attention-grabbing, and often more emotionally impactful.
But with that power comes a need to track performance more closely. A catchy caption or polished graphic might get some likes, but a video opens the door to deeper interaction. Like longer watch times, shares, saves, and even direct conversions.
There are numerous video metrics available, but a few stand out when it comes to truly understanding performance. Here are the key ones you’ll want to keep an eye on:
Not all video metrics are created equal, and they definitely don’t work the same way across every platform. Each social media channel has its own method for counting views, measuring engagement, and prioritizing what matters most.
Here’s a quick breakdown of how video metrics differ by platform:
With the exception of YouTube, it’s pretty clear that shorter videos perform best. Regardless of the platform. When asked which video length performs best for them, the overwhelming response from marketers was 30 to 60 seconds.
Tracking video metrics is only half the story. What you do with that data is what really counts. Here are a few innovative ways to utilize video metrics to level up your content.
One of the most valuable things video metrics can show you is what your audience actually likes. By examining high-performing videos—especially those with strong completion rates, watch time, and engagement—you can begin to spot patterns.
Are shorter videos keeping people hooked? Do behind-the-scenes clips or how-to guides get more saves and shares? Use this data to guide your content planning and focus on the formats or topics that deliver results.
Also, don’t overlook the content that doesn’t perform well. If a video has low retention or gets skipped quickly, take a look at the intro. Maybe it’s not grabbing attention fast enough. This kind of honest review is key to improving over time.
Testing different thumbnails, hooks, captions, or even video lengths can reveal what really clicks with your audience.
For example, you might try two versions of the same Reel—one that opens with a bold question and another that jumps straight into the action. Then, compare retention or engagement stats.
I also highly recommend using a more advanced reporting tool here. For example, Sendible’s reporting tool gives you in-depth analytics for all your content with just one click.
The goal here isn’t perfection right away. It’s continuous improvement. Over time, these small experiments help you refine everything from tone of voice to visual style.
Retention rate and average view duration are two key indicators of whether your video is keeping viewers engaged. If you’re seeing viewers drop off early, try tightening your editing by cutting out filler and adding stronger hooks in the first few seconds.
You can also experiment with pacing. On fast-moving platforms like TikTok or Reels, snappy cuts and dynamic visuals tend to capture attention more effectively.
For YouTube, especially with longer content, a clear narrative structure can go a long way toward keeping viewers watching until the end.
A good video completion rate typically falls between 50% and 70%, depending on the platform and video length. For shorter videos (under 30 seconds), aim for a completion rate of 70% or higher, while longer videos may perform well with a completion rate of around 50%.
You’ll need a professional or creator account to find video metrics on Instagram and TikTok. Here’s how:
On Instagram: Go to your profile → tap the video post → tap View Insights below the post. For Reels, you’ll see metrics like plays, reach, likes, comments, shares, saves, and watch time.
On TikTok: Go to your profile → tap the three lines (menu) → Creator tools → Analytics. You’ll find metrics for each video, including views, watch time, traffic source, audience retention, and engagement.
The video metrics that matter most for ROI (return on investment) are click-through rate (CTR), conversion rate, watch time, retention, and engagement rate.
Video metrics aren’t just numbers. They’re insights that can help you create more impactful, engaging content. By understanding what works and why, you can refine your strategy, enhance performance, and convert views into tangible results. Start tracking, keep experimenting, and let the data guide your growth.