KPIs for Marketing

KPIs for Marketing: video completion rate

Learn how to measure the success of your video marketing campaigns with the help of video completion rate as a key performance indicator (KPI).

In today's digital age, video is becoming an increasingly important part of marketing strategies for businesses of all sizes. Video content has proven to be an effective way to engage and connect with audiences, but how can marketers measure the success of their video campaigns? One key performance indicator (KPI) to keep in mind is video completion rate.

Understanding the Importance of Video Completion Rate

Video completion rate refers to the percentage of viewers who watch a video in its entirety. It may seem like a simple metric, but it can provide valuable insights into how well your videos are resonating with your audience.

The role of video in marketing strategies

Before we dive into video completion rate, let's take a step back and examine the role of video in marketing strategies. Video content can be used for a variety of purposes, such as brand awareness, product demos, customer testimonials, and more. Video can help businesses effectively communicate their message and connect with their target audience in a more personal, engaging way than other forms of content.

For example, a product demo video can showcase the features and benefits of a product in a way that static images or text cannot. By seeing the product in action, viewers can better understand how it works and how it can benefit them. Similarly, a customer testimonial video can provide social proof and help build trust with potential customers.

Why video completion rate matters

So, why should marketers care about video completion rate? For one, it can indicate whether or not your content is resonating with your audience. If viewers are consistently dropping off early, it may be a sign that your content is not engaging enough or that it's too long.

However, it's important to note that completion rate alone is not enough to determine the success of a video. For example, a shorter video may have a higher completion rate simply because it's easier for viewers to watch in its entirety. On the other hand, a longer video may have a lower completion rate but still be successful if it's driving conversions or other desired actions.

Additionally, video completion rate can be a key factor in determining your return on investment (ROI) for your video campaigns. If you're investing time and resources into creating videos, you want to make sure they're having an impact on your business. By tracking completion rate and other metrics, you can gain insights into what's working and what's not, and make adjustments accordingly.

In conclusion, video completion rate is an important metric for marketers to track, but it's just one piece of the puzzle. By understanding the role of video in marketing strategies and using data to inform your decisions, you can create more effective and engaging video content that resonates with your audience and drives results for your business.

Key Factors Influencing Video Completion Rate

Various factors can impact video completion rate, including video length, content quality and relevance, and platform and device considerations.

Video length and viewer attention span

It's no secret that viewers' attention spans are getting shorter. In fact, according to a study by Microsoft, the average attention span of a human is just eight seconds. This means that marketers need to make sure their videos are concise and to the point. While the ideal video length will vary based on the content and the audience, a good rule of thumb is to aim for videos that are under two minutes long.

However, it's important to note that video length isn't the only factor that affects viewer attention. The content of the video itself can also play a big role. For example, a video that is only 30 seconds long but is poorly produced and doesn't offer any value to the viewer is likely to have a low completion rate.

Content quality and relevance

Of course, the quality and relevance of your video content will also influence how engaged viewers remain throughout the video. Videos that offer valuable information, tell a story, or spark emotions are more likely to keep viewers watching to the end.

One way to ensure that your video content is high quality and relevant is to conduct thorough research on your target audience. Understanding their interests, pain points, and needs can help you create content that resonates with them and keeps them engaged from start to finish.

Platform and device considerations

The platform and device on which your video is being viewed can also impact completion rate. For example, viewers on mobile devices may be more likely to drop off early if the video takes too long to load or if it's not optimized for smaller screens.

Additionally, the platform on which your video is hosted can also play a role. For example, videos hosted on social media platforms like Facebook and Twitter may have higher completion rates than those hosted on a standalone website, as these platforms often autoplay videos and make it easier for viewers to access and watch the video.

Overall, there are many factors that can impact video completion rate. By taking the time to understand your audience, creating high-quality and relevant content, and optimizing for the platform and device on which your video will be viewed, you can increase the likelihood that viewers will watch your video all the way through.

How to Calculate Video Completion Rate

Video completion rate is an essential metric for measuring the success of your video content. It tells you how many people watched your video all the way through, which can help you understand how engaging and relevant your content is to your audience.

So, how do you calculate video completion rate? It's relatively simple:

The formula for video completion rate:

  1. Determine the total number of people who watched your video.
  2. From that total, determine the number who watched the entire video.
  3. Divide the number who watched the entire video by the total number of people who watched the video.
  4. Multiply the result by 100 to get the completion rate percentage.

Once you have calculated your video completion rate, you can use this information to optimize your video content and improve engagement with your audience.

Analyzing video analytics data

Most video hosting platforms and analytics tools, such as YouTube and Google Analytics, provide video completion rate data. It's important to regularly analyze this data to see how your videos are performing and to identify areas for improvement.

When analyzing video analytics data, it's important to look beyond just the completion rate. Look at other metrics such as engagement rate, click-through rate, and conversion rate to get a more comprehensive understanding of how your videos are performing.

Benchmarking against industry standards

It's also a good idea to benchmark your completion rate against industry standards. For example, the average completion rate for YouTube videos is around 50%, so if your completion rate is significantly lower, it may be time to re-evaluate your video strategy.

However, it's important to keep in mind that completion rates can vary widely depending on the type of video content, the length of the video, and the audience you are targeting. So, while industry benchmarks can be a helpful guide, it's important to focus on improving your own metrics rather than just trying to match industry averages.

In conclusion, calculating video completion rate is a crucial step in measuring the success of your video content. By analyzing your video analytics data and benchmarking against industry standards, you can optimize your video strategy and improve engagement with your audience.

Strategies to Improve Video Completion Rate

Now that we've covered the importance of video completion rate and the factors that can influence it, let's explore some tactics for improving your completion rate.

Creating engaging and valuable content

Ultimately, the key to keeping viewers engaged and watching to the end is to create high-quality video content that resonates with your audience. Consider using storytelling techniques, highlighting customer success stories, or offering valuable tips and insights that viewers can't find elsewhere.

One way to create engaging content is to start with a hook that captures the viewer's attention. This could be a surprising fact, a bold statement, or a thought-provoking question. Once you have their attention, keep it by delivering on the promise of your hook and providing valuable information throughout the video.

Another way to create engaging content is to use humor. When done correctly, humor can be an effective way to connect with viewers and keep them watching. Just be sure to keep it appropriate for your audience and relevant to your message.

Optimizing video length and format

We already touched on the importance of video length, but it's also worth noting that the format of your video can play a role in completion rate. For example, using animation or graphics to convey information may be more engaging for viewers than a traditional talking head-style video.

When it comes to video length, it's important to find the right balance between providing enough information and keeping the viewer's attention. In general, shorter videos tend to have higher completion rates, but this will vary depending on your audience and the type of content you're creating.

Another way to optimize your video format is to include interactive elements, such as quizzes or polls, that encourage viewers to engage with the content and stay engaged throughout the video.

Leveraging user-generated content

User-generated content, such as customer reviews or social media posts, can be a powerful way to engage viewers and keep them watching. Consider incorporating user-generated content into your videos to add an authentic, personal touch.

One way to do this is to feature customer testimonials throughout the video. Not only does this add credibility to your message, but it also helps viewers connect with your brand on a more personal level.

Another way to leverage user-generated content is to encourage viewers to share their own experiences or opinions in the comments section. This not only helps to create a sense of community around your brand, but it also provides valuable feedback that you can use to improve future videos.


Video completion rate is a valuable KPI that can provide insights into the effectiveness of your video campaigns. By understanding the key factors that can impact completion rate and implementing strategies to improve it, marketers can create more engaging, effective videos that resonate with their audience and drive results.