Video Metrics: Do You Know What These Are ?

Lately, I’ve been thinking a lot about how we measure the success of video content.
It’s not just about views anymore. (LIKES actually matter - ENGAGEMENT- CLICKS matter)

If you're posting videos - whether it’s for marketing, personal branding, or storytelling - here are three metrics you should actually care about:

We see with the growing rate and use of TikTok that any and everyone can be a content creator (which is pretty incredible if you ask me).

Thanks to platforms like TikTok, anyone can be a content creator. Even me (though sometimes I wonder if my content keeps people engaged long enough).

Which brings me to the real question: How can we get better? And can we actually improve our conversion rates?

Hook Rate

Are people sticking around past the first few seconds? If they’re dropping off early, your intro might need a punch. Ask yourself: Would I keep watching this? What’s the unique reason for someone to stay tuned?

Hold Rate

Are they still with you halfway through? (like this if you're still with me there must be a reason) That’s a good sign your content is delivering value and keeping interest. (BUT how do you do this ….. I want to know)

Average Watch Length

How long are people really watching? This one says a lot about how engaging and relevant your video is.

These numbers tell a deeper story than just likes or views. They help you learn, iterate, and get better with every video.

So at BearJam our top tips from a video production company are:

• Grab attention quickly. Open strong - just like trying to get someone’s attention in real life.
• Be concise. It’s easy to ramble, but editing gives you the chance to stay focused (cut the fluff and keep the pace up).
• Quality matters. Yes, phones work - but use good lighting, clear sound, and a clean background. Think of it like viewing a flat: you wouldn’t rent one full of clutter.
• Use visuals. (you heard it here first) well it's been around for a while but USE them - Graphics, text overlays, and animation help reinforce your message.
• Tell a story. Every strong video has a beginning, middle, and end.
• Include a clear call to action. Ask viewers to comment or like. It not only boosts engagement, but also encourages them to return.
• Show up with energy. Be yourself, but more focused. Positive tone, clear body language, and enthusiasm make a difference.
• Review analytics. Learn where your audience drops off and use that insight to guide your next edit.
• Use interactive tools. If the platform allows. Polls, questions, and clickable elements increase engagement.
• Leave teasers or cliffhangers. Like any great series, make them want to come back.

What metrics do you look at when evaluating your content?
We would love to hear what’s working for you.