Author: Franz Malten Buemann

Conventional wisdom tells us that views, especially three-seconds ones, are a vanity metric. But Facebook tracks them for a good reason.
In 2016, they analyzed their users’ video consumption data and discovered that 45% of people who watch the first three seconds of a video will keep watching it for at least 30 seconds.

Facebook’s study suggests that views are a good indicator of how well your video’s hook performed. But view count, as a metric, also has drawbacks, like not being able to tell you who your audience is or whether your video resonates with them.
That’s why we created this list of video marketing metrics that shed light on the things your boss actually cares about — like how much your audience engages with your video, conversion rates, and how video affects your website’s performance.

Which Metrics are Brands Tracking?
We surveyed over 500 global video marketers to find out what metrics they believe are important in measuring a video’s success. Each respondent could select more than once answer, and in our survey we found the following metrics were mentioned as being important:

Engagement (60%)
Conversion rate (56%)
View count (53%)
Click-through rate (52%)
Follower/subscriber growth (52%)
Average view duration (50%)

1. Engagement
Engagement is one of the most important factors in boosting your video’s organic reach — if a video resonates well with part of your audience, then it’ll likely resonate with the rest of it
Engagement provides marketers with valuable qualitative data too. Comments can show you the emotional effect your video had on your viewers. Do they seem inspired? Or are they angry you covered a controversial topic? This data can help you decide which video topics to focus on in the future.
Social shares can paint a clearer picture of your audience’s brand affinity and loyalty. This metric measures how much your audience values your content and brand. It also builds your brand’s credibility. Since people share content that confirms their ideal self-persona, people who share your video are willing to show their community that they trust and support your brand.
Social sharing is also one of the best forms of word-of-mouth marketing.
2. Conversion Rate
Your video’s conversion rate measures how well your video persuaded viewers to convert into a lead or a customer. You should test whether videos increase or decrease your landing or product pages’ conversion rates. If they do, this means video does a better job of conveying information and evoking excitement in your prospects than text does.
3. View Count
One would think that a view is counted anytime your video is watched on any device, but different platforms have different ways of measuring view counts. For example, YouTube counts a view if the platform confirms the video was played by a human on one device.
This means someone can’t refresh their page multiple times to raise their view count.
On TikTok, however, the moment your video starts to play, it’s counted as a view. No confirmation necessary.
38% video marketers reported their video content averages under 10,000 views, while 16% said their videos average under 1,000 views —according to our survey. We also found 84% average under 100,000 views per video.
4. Click-Through Rate
Click-through rate measures how well your video encourages viewers to take a desired action. If your CTR is low, consider altering the placement of your call-to-action in your video. Audience retention graphs show that most people don’t watch videos all the way through, so you could place your CTA at the beginning or middle of your video. Or you could also make your video more engaging so more viewers reach the CTA at the end of your video.
Leaving your CTA at the end could produce more clicks than moving it to the middle or beginning because viewers who watch your video all the way through are more likely to take action than someone who just clicked play.
5. Follower/Subscriber Growth
Follower/subscriber growth can be an excellent measure of a video’s performance because it shows that your video is reaching new audiences and attracting people to your brand. You can also see what kind of audience your video attracts, which can help you create a buyer persona and create more quality content that is tailored to your audience.
6. Average view duration
Average view duration is the total watch time of your video divided by the total number of video plays, including replays. It measures how long your viewers watch your video, on average. Average view duration is a powerful metric because it reveals your audience’s video length preference. For instance, if your 45 second videos keep getting a 30 second average view duration, you might want to cut those videos down by 15 seconds.
Benchmarks for Video Marketing
Different kinds of videos have different benchmarks. Here are a few video types and the benchmarks we found associated with them:
Short-Form Videos
Short-form videos lead in usage by 58% and have the highest ROI, lead generation, and engagement, according to our survey. With the rise of short-form video tools and platforms like Instagram Reels and TikTok, it’s not surprising short-form videos will be leveraged for the first time more than any format in 2022.
83% of marketers say the optimal length of a short-form marketing video is under 60 seconds. Our survey also shows 41% of short-form marketing videos have an average watch percentage between 61-80%, and almost half of short-form marketing videos have a CTR between 5-8%.
Long-form Videos
A long-form video is any video longer than three minutes. These videos rank second in terms of usage, ROI, lead generation, and engagement. Long-form videos will also be leveraged significantly by marketers for the first time in 2022 and are expected to see an increase in investment.
We found the optimal length for a long-form marketing video is three to six minutes. Our survey also showed 38% of long-form marketing videos have an average watch percentage between 41-60%, and 57% of long-form marketing videos have a CTR between 5-8%.
Live Video and Live Streams
35% of marketers plan to leverage live videos/live streams for the first time in 2022, and the optimal length of a live video/live stream is between four and nine minutes, according to 51% of video marketers. We also found 39% of live videos/live streams have an average watch percentage of 41-60%.
As video-sharing platforms see a surge in popularity, video marketing is only going to become more important to your brand’s success. Now that you know the metrics that most marketers — including your competitors — are measuring, you’ll be able to make sound decisions for your next video-marketing campaign.

​​Are you an experienced leader looking to brush up on your skills? Or maybe you’re brand new in this space and want to gain the tools to help you succeed.

In this article, you’ll discover the key leadership skills you should leave leadership training with along with the benefits of taking a leadership training course.

Why leadership training is important?
Leadership training is valuable to anyone who currently or aspires to hold a supervisorial role. The qualities needed to succeed in a leadership role don’t just appear once you’ve been assigned the role. In fact, you should be exhibiting these qualities long before you step into it.
This is why taking a leadership training course can be valuable, even if you don’t oversee any direct reports.
For fresh managers, it’s an incredibly valuable resource that will arm them with the tools and strategies needed to motivate and inspire their teams. Leadership training is also a good setting for new leaders to discover leadership styles and determine which one fits best for them.
For experienced leaders, it’s an opportunity to learn new tactics that will help them improve their leadership style. For instance, psychological safety has been prioritized by many companies within the last few years, much more than before.
As such, it’s a big part of many leadership training courses available out there today.
Leaders also have an ethical responsibility to stay on top of their game. How can you expect the best from your team if you don’t also push to be the best version of yourself?
What are the benefits of leadership training?
At this point, you know why leadership training is valuable in a general sense. If you’re wondering what are some key benefits for you specifically, here are a few:

You’ll have access to new techniques and skills.
You’ll identify or refine your management style.
You’ll gain more confidence in your leadership ability.
You’ll develop a stronger understanding of what makes a successful leader.
You’ll get ahead of common mistakes made by leaders.

What to Expect from Leadership Training
1. Improving your communication.
One of the first things you should expect to learn in leadership training is how to effectively communicate with your team. Effective communication build trust and rapport while poor communication creates tension and discord.
Communication is fluid – it can take place in many different ways, formats, and styles. This is what makes it such a complex topic that is never fully exhausted.
Leadership training will teach you how to:

Create an environment that facilitates communication among your team.
Identify your direct reports’ communication styles and how to respond accordingly.
Be transparent with your team without divulging too much information.

And that’s just to name a few. As far as communication goes, it’s one aspect of leadership you can always gain new insights on.
2. Identifying or improving your leadership style.
How would you define yourself as a leader? Are you a commander or visionary? Are you a servant or a coach?
Every leader you ask will likely offer a different answer. That’s because there isn’t one approach to leadership. Every style can work in a specific environment with a specific group.
The earlier you identify your leadership style, the earlier you can start to refine it and discover how to build on it for the success of your team.
3. Building psychological safety.
One of the most important aspects of being a successful leader is creating a safe and positive work environment for your team – this is known as psychological safety.
There are four pillars of psychological safety:

Safe to be yourself
Safe to learn
Safe to contribute
Safe to challenge

A psychologically safe workplace is one where employees can bring their full selves to work, feel welcomed to share ideas, and challenge the status quo.
In addition, research has shown that when an organization welcomes diversity in thought, the company performs better. So, creating this environment is not only key to employee satisfaction but also contributes to the growth of the company.
4. Navigating difficult conversations.
One of the hardest things about being a leader is having tough conversations with your team members. These conversations can be difficult because they often involve conflict or criticism.
However, you can’t exactly avoid them.
Leadership training will give you the resources to navigate these conversations and lead to positive outcomes. A key part of this is by nurturing empathy and emotional intelligence to identify the root of certain issues and address them before they progress.
5. Managing Conflict.
Conflict is a natural part of any working relationship.
However, it is important to learn how to manage conflict effectively in order to maintain a positive and productive work environment. This can look like setting boundaries, mediating disputes, and more.
Leadership training will teach you how to do just that.
To recap, you should leave your leadership training with improved communication skills, better conflict management skills, greater creativity, and enhanced problem-solving abilities.
Even if you’ve taken one before, you’re sure to come out the other side with a fresh outlook on what it means to be a leader.

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