Those are just some of the metrics marketers look at when measuring the success of an YouTube influencer campaign. All are important for measuring different results, but the most important metric to determine how effective your video content is, might be one you forget to check.
Before we deep dive into this, let's take a step back. YouTube is the world's second-largest search engine behind Google. It is one of the most valuable platforms for driving sales and reach. YouTube and the creators that use it are important elements in any brand's marketing toolbox. Understanding YouTube is the biggest step to accelerating your influencer marketing strategy.
This is stating the obvious, but when using YouTube as a marketing channel, a main goal is to get people to see your brand. No one can learn about your brand or product if they aren't watching the whole video.
That's why the most important metric to consider in every stage of your influencer marketing campaign is the Average View Duration. Which is a metric that gives you an understanding of when viewers are dropping off from your video content.
Channels and videos with higher watch times are likely to show up higher in search results and recommendations - YouTube
Courting longer watch times boosts your presence on the platform, but helps in more ways than just that: as time people spend watching your content goes up, so can brand consideration and favorability, purchase intent, and even measurable sales.
Other metrics matter too, but average watch times are particularly important for video. Despite its importance, it is too often overlooked. This is a reminder to always consider it at each stage of your campaign.