Play rate is a crucial metric to measure for landing pages with embedded videos
, as it reveals how many people actively clicked “play” to start watching your video. This differs significantly from scrolling down a feed with auto-play enabled, as the play rate requires intentional action on the part of the viewer.
So, now that your subscribers have opened your email and clicked through to the video, it’s time to track how many actually played it.
To calculate the play rate, divide the number of people who clicked play by the total number of visitors who accessed the video landing page. This key performance indicator (KPI) provides valuable insights into whether your video content is engaging enough to prompt viewers to take action.
To increase your overall play rate, ensure that your video marketing
is tailored to your target audience’s interests and needs, and consider implementing the following strategies: