Video Completion Rate is the key metric to understand the effectiveness of a video advertising campaign. After you optimize the video campaign at all levels sometimes VCR will not improve. DO YOU KNOW WHY? It’s because of the video ad content. Here, we will discuss, the importance of video content and how the video content impacts the completion rate of a video advertising campaign. [Video Ad Campaign Optmization]
Video Advertising is part of a digital advertising strategy because it is more suitable for branding. The video completion rate measures the percentage of viewers who really watch your video from start to end. The below factors really impact the VCR of a video ad campaign,
- Platform Efficiency
- Targeting
- Bid Price
- Ad Content
- Audience Base
Users only watch the full video advertisement when the content in the video advertisement is more exciting and holding their attention. In this post, we will discuss the role of video content in driving high completion rates. So, this post will help both marketers and also ad campaign managers.
What is the Video Completion Rate?
Video Completion Rate is the percentage that tells how much percentage of users who have seen the video ad potentially watch the video from start to end. For example, the video ad has been shown to 1000 users and only 500 users watched the video content from start to end means the video completion rate is 50%.
Video Completion Rate = Complete Views/ Impressions
Along with the video completion rate, the below metrics are also available to measure the performance of video ad campaigns.
> 25% Complete
> 50% Complete
> 75% Complete
Read More How to calculate Video Completion Rate? What is a good Video Completion Rate?
As we said above, a higher completion rate is a very good sign for a successful video ad campaign. Ad campaign managers optimize video campaigns in many ways to increase the video completion rate. For example, they try different bid strategies, different audience groups, and frequency caps to find the best targeting setting for their video ad campaign. But, finding the correct audience, and bid strategy alone does not help to increase the completion rate. Because video content also plays an important role in improving the video completion rate.
What are the important components of Video Ads?
For example, the below video components are very important for receiving a higher video completion rate.
1. Video Length
2. Relevancy
3. Storytelling
4. Video Quality
5. Video Visuals
1. The role of video length
If you are an ad campaign manager then you should know the impact of video length on video completion rate. It’s very easier to get a higher video completion rate with short videos. Because viewers are more likely to stick with short videos. Otherside, longer videos are helpful to provide more information and value. But, it could affect the video completion rate. So, marketers should understand the impacts of video length and give importance to video length when they plan to run video ads.
When you run a video on social media platforms like TikTok or Facebook then you should give more importance to video length and you should use short videos because most social media viewers are interested to watch short videos.
If you want to provide more in-depth information and value to your viewers then you should use longer videos. But, your video length leads to a lower completion rate and you should be aware of it. To overcome the disadvantage of long video duration, you should create your video’s more interesting.
The suitable video length for the social media platform is less than 60 seconds.
The suitable video length for video ads running on the display platform is 15 seconds to 30 seconds.
The suitable video length for the explainer videos should be 60 seconds to 120 seconds. But, this kind of video should contain more detailed information.
2. Relevance to audience interest
Every time you can’t force the user to watch the video ad from start to end. So, the video ad should be relevant to the user’s interest or answer their question or be related to their needs to encourage them to watch the video fully. So, relevancy is one of the key points in video content.
Target Correct Audience: You can’t make a suitable video for all users. So, based on your brand select your audience and find their interest. Based on their interest, make a video and show it to them.
3. Storytelling
People love to hear stories. That is why marketers mostly make their videos based on storytelling concepts. It encourages the audiences to watch the video ads completely without boring them.
- Your video emotionally connects with the audience to increase the CVR
- Brand success stories also attract more audiences
- Branding with social awareness content is also a great key point to encourage the audience to watch your video fully.
4. Video Quality
Video quality is one of the important factors to get a higher completion rate. Poor video quality videos distract the viewers and difficult to stay engaged. Good-quality videos enhance the viewing experience which helps to increase the completion rate.
Marketers should invest in equipment such as cameras, computers, and software to produce high-quality videos.
Video export settings also play an important role in Video Quality. So, you should make your videos based on the requirements of the platform.
People’s perception of your brand is related to the video quality. So, poor-quality videos can affect people’s perception of your brand or organization.
5. Video Visuals
A good visual in the video can make a significant impact on the completion rate. Because video visuals engage the users and keep them interested to watch the videos. A wide variety of video editing tools are available online to add a great visual experience to your videos.
The use of great visuals in your video increases the viewer’s interest and encourages them to watch the video further. So, visual effects in the video help to increasing the video completion rate.
Adding a variety of visuals like charts, animations, and graphics keeps your video more interesting and visually appealing.
Conclusion
The intent of the video will be accomplished when users watch the video fully. So, marketers analyze the video’s performance based on the completion rate. Normally, users are not interested to watch the videos fully. Because it takes their time. But, they do watch full videos when it is based on their interest or answer to their needs or viral content. So, video content is very important for driving high completion rates.
- Video Length is a main factor in improving the completion rate. So, work with your video and reduce the length as much as possible.
- Storytelling is a powerful way for improving user interest. To drive a high completion rate, the way you convey the message is very important.
- Make your video more relevant to your audience’s interest. That encourages them to watch the videos fully.
- Adding visuals like charts, and animation is an important factor in driving a high completion rate.
- Publishing videos with good quality helps to improve the audience’s perception of the brand and also helps to increase the completion rate.
In this post, I wrote about the importance of video ad campaigns to gain better VCR. When you optimize your video ad campaign please keep in mind that the video ad content is also important for gaining better VCR.
How To Optimize The Video Ad Campaign To Get Better VCR?
