How to Measure Your Video Engagement Metrics – TOP 10 Metrics in 2023

The online media market is developing fast, so any video maker needs to know what makes communication with the audience the most effective through engagement metrics.

It’s when you apply the feedback and the most real numbers, indicators, and online engagment metrics that translate the audience’s attitude from your marketing channels to the content published by the authors. So, let’s deal with the metric measurement video.

Why Should You Measure Your Video Effectiveness?

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Illustrated by Fireart

The video should be engaging simply because it’s the way to promote your business

Most Important Engagement Metric

To understand how to measure video engagement and use the data retrieved for future campaigns for good, make sure you are familiarized with the key metrics and how is engagement measured. Here they are:

Watch time

Watch time is the total amount of minutes viewers have spent watching your incredible videos. It’s a key metric because YouTube elevates videos and channels with higher watch times in their search results and recommendations section.


Reach defines the number of people who had at least one contact with the video publication (or advertisement.) How to measure engagement? – Easy. You just count the reach encounters, and your analytics system does.

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Reach with Explain Ninja, Source: Dribbble


This is the most elementary engagement rate, which means the number of the users’ views of the publication. The audience reaches your videos out, and the advertising prices directly depend on your channel’s number of views and subscribers. They make it rise. The more views, the higher the ad price. The number of subscribers and views needs to grow continuously.


This is a more complicated and essential of video engagement metrics in marketing. ER (Engagement Rate) measures the audience engagement level in your website or any other channel. It is measured as a percentage of actions to reach. This indicator is essential for both the blogger and the advertiser. The formula example here will be:

Engagment Rate = (number of likes / dislikes + comments + shares for the video) / number of video views.

How to measure user content engagement? In the case that for your community management, the goal is to develop audience engagement, then it makes sense to look at the dynamics of this indicator for a specific page for different periods and define conversion if any.

Play rate

The number of times your video ad is played divided by the number of impressions it receives is known as the “play rate” (the number of times your video ad is shown) and audience engagement metrics. Measure user interest in your opening video (for Click-to-Play video advertisements) or your chosen video thumbnail using the play rate (for YouTube-specific video ad formats).

Play rate is otherwise the percentage of page visitors who actually clicked play and began watching your video on a platform. This metric is a good measure of how relevant your digital video content is to the location where it’s placed, and how successful it is at enticing visitors to watch.

15% is generally considered to be a reasonable video play rate despite the niche and content type. This “conversion rate” for video content can show whether or not your content appeals to the demographics of your target audience and has the necessary view time, audience retention, captivating thumbnails, visual marketing tactics, and forms of video editing.

Thus, most video hosting services, like Wistia or YouTube, will provide you with data that enables play rate measurement. A reasonable play rate will vary depending on the industry, but according to research from Data Box, the average play rate is between 46% and 60%.

How many are YouTube views required to generate income? According to data from Influencer Marketing Hub, the typical YouTube channel may earn about $18 for every 1,000 ad views, equating to $3 to $5 for each video view. The quantity of views you receive however does not directly translate into money made.

Time spent on page & bounce rate

Website videos play a very pertinent role in bounce rates and time spent on websites measuring audience engagement. Time spent on-page is the average amount of time visitors spend on a particular page. It reveals if they are actually watching your content.

Bounce rate is the percentage of people who land on a page on your website and then leave without clicking on anything else or navigating to any other pages on your site.’


In business audience engagement measurement practice, bounces look more like this: Someone finds one of your explainer videos on a search engine results page (SERP), clicks through, watches it, and then exits your website without visiting any other pages.

Social Sharing

Social media users broadcast web information to their connections, groups, or particular people when they use a social network. This is known as social sharing. By utilizing the current audience to promote content, one of the main goals of corporate social media marketing techniques is to raise brand awareness.


Giving someone constructive criticism or helpful information to let them know what they can do to better their performance, product, etc. is also a great measure of your video success. If you receive it, then you’re much viewed. In leadership and communication, feedback is very beneficial since it enhances openness and paints a clear picture. By facilitating the quicker assimilation of new information and preventing the repetition of errors, feedback is essential to education and learning.

Audience retention

If you pay due attention to this metric, you will definitely get an excellent project result in building your brand subscriber base. The number of unsubscribed subscribers must never exceed the number of subscribers on your video channels. It is also necessary to have an advantage in likes over dislikes by at least two times.

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Source: Dribbble

How do platforms differ in terms of viewability?

The goal of the viewability metric for internet advertising is to count only impressions that users can really see. An advertisement might not be considered readable, for instance, if it is loaded near the bottom of a page, but the viewer doesn’t scroll down far enough to see it, etc.

Various video streaming placements may indeed provide you with different viewability opportunities. However, an average online video platform will always be a video hosting provider combined with live streaming software that allows clients to upload and broadcast video content to their audience.

These platforms have built-in video players that allow adaptive streaming on virtually any device. So, your next step in your video marketing strategy will be choosing the more likely to have your brand audience. Be it The most popular video streaming service such as YouTube, with 163.75 million monthly active users, or Netflix ranked second with 46.55 million MAU, followed by Hulu with just under 26.5 million – the choice is all yours. 

 Apart from these, there are also:

  • HubSpot
  • Vimeo.
  • Dailymotion.
  • Wistia.
  • SproutVideo.
  • Hippo Video.
  • Vidyard, etc.

Ad placements are one of the most critical factors determining ad viewability rate. A Google study found that above-the-fold (ATF) video advertising typically has a viewability score of 73% versus 45% for below-the-fold (BTF) ads.

If you need reliable services for video production or extra resources to master your explainer videos for marketing before you place them anywhere, you may also use Explain Ninja for good.


So, when you place your product video on a chosen platform, focus on what happens after you have published your video on the Internet and how to measure audience engagement. The success metrics will help you evaluate your channel from all angles and, more importantly, provide a way to identify weaknesses and eliminate them timely.

If you need to understand what Engagement Rate is good and how effective your page was historically, then look at the full versions of your previous research over the past periods. They are more likely to reveal the average level of video page engagement across different platforms.

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