Video content is one of the most effective formats in online marketing. But how do you find out whether your video is really working? This is where video analytics comes into play. In this article, we’ll show you how to analyze the performance of your videos, which tools you can use and which KPIs (key performance indicators) are really relevant – for more impact and better decisions.
Why should you measure the success of your videos at all?
Traditionally, storytelling was primarily a creative discipline, characterized by intuition, experience and cultural intuition. Today, AI provides valuable data that can be used to develop stories in a more targeted and effective way. Algorithms analyze user behavior, preferences and reactions to content. This results in well-founded recommendations for narrative structures, topics or visual stylistic devices. According to the latest State of Marketing Report from Salesforce, 68% of marketers are already actively using AI – primarily for personalization and content creation. This shows that AI has long since arrived in everyday life.
But good stories are more than just data and patterns. They need heart, attitude – and the ability to translate complex content in such a way that it stays in the mind.
The most important KPIs for your video analysis
- View count (number of views)
The absolute number of views says little about success – but it is a good starting point. Pay attention to where your video is viewed and how often: LinkedIn, YouTube, website? - Watch Time & View-Through Rate (VTR)
How long do users really watch your video? The watch time is a strong indicator of relevance. A high View-Through Rate shows that your video is well structured and keeps the tension high. - Engagement (likes, shares, comments)
Interactions are worth their weight in gold. They show whether your video is moving – emotionally or in terms of content. High interaction? Jackpot! Low interaction? Maybe the call to action is missing. - Click-through rate (CTR)
Particularly relevant for landing page videos or ads: How many click through to the desired action after the video? - Conversion rate
What counts in the end: Did the video lead to leads, sales or contact inquiries? Use tracking parameters (UTMs) to make the influence of your video on the funnel measurable.
Tools for video analytics
In a project for a public authority, we used AI-based tools to quickly analyze the target group. This allowed us to tailor the storyline to precisely meet the information needs of the users – a crucial factor in the success of the video. AI helped us to prioritize topics, plan the visual language in a targeted manner and work efficiently without compromising on quality.
Tips for better analysis results
- Set clear goals for your video (brand awareness, lead generation, product understanding, etc.)
- Use call-to-actions to trigger measurable actions.
- Test different video formats (e.g. explainer video vs. testimonial) and analyze which format works better with your target group.
- Use UTMs and events to assign conversions precisely.
- Analyze across channels: Performance on social media is often very different from that on your website.
Why numbers don't tell the whole story: the soft side of video analytics
As important as KPIs, views and conversions are – not everything can be expressed in figures. A good video can achieve much more than what is shown in the reporting. For example, an explainer video can help your brand to be perceived as more approachable, modern or likeable – even if this does not immediately lead to a click or lead. Or a recruiting video can create more internal pride and identification, even if the application figures remain the same.
These “soft effects” are difficult to measure, but are extremely valuable:
Image building: Videos strengthen your brand image and convey attitude.
Trust: People build trust more quickly when they see faces and hear real stories.
Recognition: An animated style or a creative narrative remains in the mind – even without a direct call-to-action.
That’s why it’s worth looking not only at the figures, but also at what customers, partners or colleagues tell you – in personal conversations, comments or at the next trade fair.
Conclusion: Better decisions with video analytics
Video analytics helps you to supplement your gut feeling with data. If you understand how your videos are performing, you can produce content in a more targeted way, avoid wastage and maximize the impact of your video marketing. But it’s just as important: Not everything that works can be measured.
A good video can be a complete success even if it doesn’t achieve top ratings in watch time. Perhaps it has positively shaped your brand image, built trust or ensured greater identification with your company. Such effects are not reflected in the analytics – but often in conversations, comments or simply in the good feeling that remains.
Our tip: Use KPIs as a valuable guide – but never forget that emotions, stories and personal perception count just as much. Because at the end of the day, you’re not communicating with numbers, but with people.
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